LAUSR

Over recent years, place branding has come to vogue as a tool for urban planning and management projects such as regeneration of historic districts. In line with the context-oriented nature of regeneration, place branding should also be based on contextual conditions. Using a method based on grounded theory, therefore, the present study aims at developing a contextualized model for place branding of the historic district of Tehran. For this purpose, 32 in-depth interviews were conducted. The extracted codes were classified into 173 concepts and 47 categories. The final model, which was the result of modification of the paradigmatic model, moves place branding toward an asset-based approach. This model introduces the identity of place brand as the core category of place branding; an identity which is made up of three types of identity, namely tourism, inhabitation, and bazaar. In this model, place brand is not a phenomenon imposed from outside but the result of interaction among various agents on the basis of their shared interests that pave the way for place branding in a strategic process by virtue of the assets of the place. Therefore, this model creates added value for the historic district which guides the task of regeneration.