The Impact of Brand Selection on Place in Revitalizing the Historical Contexts

It is obvious that places the same as other things cannot be kept in the same condition for ever. In the recent twenty years, the iconic building has been appeared as a new style in architecture to attract close attention of people. To satisfy the needs of different groups, cities, and countries in a broader aspect, can have a symbol or a brand, just the same as other products. The presence of rich historical buildings or modern iconic constructions in the historical context of the cities has a significant role in revitalizing the city's culture as well as its economic growth and development. Nowadays, it can be clearly observed that countries are after creating a symbolic image of a place in the various areas of the country and its cities in order to revitalize the historical context and highlighting the name of their country on the map. Particularly, developed countries are trying to create a unique symbol of a historical or iconic place, through extensive strategies, so to help in cultural growth, along with growth in recreation and tourism industry, and attract and retain residents in their surrounding geographical areas. In this regards, the current research has tried to identify the influential components, from the architectural view, in creating a brand for a city or country, and has dealt with the cons and pros respectively. For better understanding the content and getting familiar with the essentials in selecting an iconic place, one can refer to places such as the Guggenheim Museum Bilbao in Spain, Library Parking Garage in Kansas City, and Naghsh-e-Jahan Square in Isfahan. The methodology used in this study is based on library and field studies via observation and experience, and has a descriptive approach. According to the results of the research, icon is not only a powerful word but also it is a powerful tool in each city to put itself on the map, and revitalize its historical context besides bringing in tourist dollars. For example is it possible to consider India without considering the Taj-Mahal, or Paris without the Eiffel tower? Selecting a symbolic place for a city is not effective on its own. Thus, it needs the partnership and cooperation of the local investors and decision makers, who by taking some actions in terms of revitalizing the potentials of the historical context of the cities or constructing art museums with modern and iconic forms, can cause the formation of a new culture, highlight a city, and enhance its value, which all directly assist in revitalizing the postindustrial economy.)

کلیدواژه ها:

City Image ، Place Branding ، Iconic Buildings ، Historical Context ، Cultural Revitalization ، Economic Growth