Geography and Human Relationships

Geography and Human Relationships

The Evaluation of Commercial Branding Impacts on Sustainable Urban Development (Case Study: Baneh Commercial City)

Document Type : thesis

Authors
Soma Mohammadi
Asghar Abedini
Farshid Aram
Department of Urban Planning, Faculty of Architecture, Urban Planning and Art, Urmia University, Urmia, Iran.
10.22034/gahr.2024.484513.2290
Abstract
Background and Objective: In today’s world, sustainable development is regarded as a fundamental goal in urban planning. In commercial regions, infrastructure and policies aimed at improving quality of life, environmental conservation, and economic growth are of paramount importance. Commercial branding is one of the key tools for enhancing the identity and value of commercial areas, and it can contribute to creating competitive advantages, customer loyalty, and elevating a city’s status. This study examines the role of commercial branding in the sustainable development of the city of Baneh.

Research Methodology: The research employs a descriptive-analytical method with an applied approach, utilizing both library and field research for data collection. The statistical population includes shoppers and residents of Baneh, and the sample size was determined to be 384 individuals using Cochran's formula. Data were collected and analyzed using a standardized questionnaire.

Findings: The findings revealed that Baneh’s commercial branding has created a unique value for the city. Indicators such as brand awareness, customer loyalty, and positive brand associations are at a favorable level. These successes have established Baneh as a commercial hub and have positively impacted infrastructure development, economic growth, and the improvement of social indicators.

Conclusion: Baneh’s commercial branding has contributed to economic growth, enhanced social welfare, and environmental preservation, making it a successful model that can be introduced to other commercial areas in the country. To sustain and strengthen these achievements, continued planning with a focus on environmental and social sustainability is recommended. This study emphasizes that commercial branding is an effective tool for achieving sustainable development in various regions.
Keywords
Branding
Commercial Branding
Sustainable Development
Baneh Commercial City

Subjects

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Geography and Human Relationships
Volume 8, Issue 2 - Serial Number 30
Summer 2025
Pages 462-482

  • Receive Date 20 October 2024
  • Revise Date 01 September 2025
  • Accept Date 07 December 2024