Images of cities are linked to their brand and identity, according to research studies. The city's brand demonstrates its distinctiveness, and its identity enables people to link it with certain locations or events, preventing it from being mistaken with other cities. Local image assessment models can be evaluated using both of the aforementioned elements. Additionally, attention-grabbing and grabbing aspects have an effect on how a city is seen. Both these factions have an impact on the city's unique image, which is made up of a variety of factors (Ci and Choi 2017).
As Kotler mentioned in (Kotler 2004); 1- The physical quality of the environment - what distinguishes a city from others, such as its architecture, historical history, and scenery, 2- The social quality of the environment—the range of goods and services offered and the communication opportunities, 3- The society's values and material opportunities - what the skills and material needs of the environmental assessment are and what material well-being is desired, and 4- The virtual image of the environment - how people get information and their awareness of city symbols and signs are the four aspects that define the city's image.
The above aspects all have a role in how people view the city, and it is the responsibility of the city's administrative agency and the relevant authorities to either modify or maintain the public's current impression of the city (Daunora, Z. J., Kirvaitienė, S., ir Vyšniūnas 2004).
There are various views here: Mihalis and Warnaby argue that customers' perceptions of a location or a city's brand influence how they feel about it. City brands are supposed to impact people's expectations of a location and their experience, which increases satisfaction. This helps managers connect people's expectations with a city's realities. City brands are better conceived of as narratives or 'city tales' to identify the major materials utilized for city brand construction in the general' story' of the city as recounted by all conceivable story-telling institutions, people, objects, and items. (J, Mihalis, and Warnaby 2015). In the meanwhile; an evolution of the previous approaches' city brands as required to utilize, since the focus here is on the collaborative building of the city's meaning, which is accomplished through social actuality and social interactions.
According to Anholt (Anholt 2010), The branding process mostly takes place in the mind of the customer to build up trust and interests for the brand, and a single strategy cannot immediately inspire respect or likes. (Anholt 2010). Although Successful city branding has various purposes for urban development, this can only be realized via the adoption of urban branding in public urban policies (Ma et al. 2021).
According to Kavaratzis and Ashworth (Kavaratzis, M., & Ashworth 2005) Places may be marketed as brands if their fundamental and distinctive features are known and a marketing strategy that makes use of these characteristics is established. Branding a city is a suitable approach to describe and conduct city marketing. When it comes to creating a city's brand, city marketing's primary purpose may be to improve its public perception, but it really serves as a trampoline to that end (Kavaratzis 2004). The proposed concept of city branding by Kavaratzis (Kavaratzis 2004) expanded into various disciplines such as urban planning, public policy, and the environmental sciences (Lucarelli and Olof Berg 2011).
Branding covers a set of measures to create a positive image of the city and to connect different target groups through local and international images, narratives, and events to gain a competitive advantage over other cities (Vanolo 2008). Stakeholders in the city branding process can be divided into politicians, government agencies, cultural and sports organizations, extension agencies, businesses, academic and school organizations, infrastructure and transportation providers, residents, and religious organizations (Stubbs and Warnaby 2015).
Brand identity, brand image, and brand personality are the main and key concepts in the city branding (Govers and Go 2011), (Aaker 1997). As a consequence, the development of a city's unique character is the product of long-term processes with a historical context and a rich cultural and historical legacy. On the other hand, the city's image is an important part of its presentation (Cvijić and Guzijan 2013). There have been lots of studies done about how people's images in public spaces are formed, and how they are influenced by what they see in the city, as well as how they perceive it (Pompe 2019).
The picture is the result of how each person sees things and how certain things become more clear to them. It is always the result of experience (Morgan, Pritchard, and Pride 2020). Subconsciously, people form images of cities based on characteristics like streets, shapes, and monuments that force them to take specific decisions (Ci and Choi 2017). The image of a place is heavily impacted by its history and legacy, which are not formed in a single day or night. As a result, outsiders' perspectives on the city differ from those of residents and visitors alike. It is essential for cities to compete with each other in order to attract more visitors and commercial investment (Kotler 2004).
It was mentioned by Abankina (Abankina 2013), and Fan (Fan 2014) that a place's cultural and touristic branding plays a significant role in allowing it to gain economically from non-economic advantages. Symbolic characteristics and benefits, aspects of tangible and intangible reputation, tales, myths, cultural traditions, images and biases, and general likes and preferences will all be part of its structure. To build a brand through cultural heritage, you have to look at the local cultural aspects of the place, figure out what the most important ones are, and find ways to explain and emphasize them. Isn't going to be easy since you need a methodical strategy?
Cultural heritage was viewed after World War II as a commodity that could be acquired and consumed by the public. Then, heritage sites contributed greatly to the economic development and vitality of the regions in that they were situated. In the 1980s, the cultural tourism industry flourished as a result of the major attraction that cultural heritage sites provided, as well as the consumption of tourists that these places prompted (Camarero 2004). The International Council on Monuments and Sites gave the first formal definition of this kind of tourism, which was centered on understanding, protection, and preservation of such legacy, but with a specific emphasis on monuments and historical sites: "Cultural tourism is a form of tourism whose primary objective is to explore monuments and sites (Convention, Tourism, and Charter 1976).
According to Timothy (Timothy 2018), Heritage tourism is the oldest and most widespread kind of tourism, and it is now highly regarded by both the travel industry and universities. It is founded on the utilization of historical materials and serves as the foundation of the tourist industry for a variety of objectives (Timothy 2018). In this regard, efficient management of the destination in regions with cultural and historic resources may assist in helping to enhance their position and differentiate themselves from competitors (Henche and Carrer 2017), As a result, they might become popular tourist attractions that generate revenue for the local economy (Henche, García 2018). Identifying historic places through great branding is one of the key instances of the WHS. (World Heritage Site) characteristic, which this author emphasizes (Prados-Peña and Del Barrio-García 2021). WHS classification is a designation that highlights the most valuable cultural and natural places in the world (King 2011), gives them a strong brand image (Poria, Arie, and Cohen Raviv 2010)(Ryan and Silvanto 2009)(Timothy 2021). Heritage sites bearing the WH logo guarantee unique experiences for visitors and reduce the risks associated with choosing a heritage destination (Halpenny, Kono, and Moghimehfar 2018), as it is a sign of quality and originality (Ryan and Silvanto 2009).
Meanwhile, building a local image serves two purposes: molding the city's image as a desirable commodity, making it available to certain stakeholders, and guaranteeing that it is visible on the international market, reinforcing local identity and tying it to its tales. Such a contact with stakeholders, site suitability, gives you an edge over other cities (Warnaby and Medway 2013).
Theory
To attract visitors and contribute to the expansion of the local economy, a city's culture should be viewed as a legacy that it has established, as well as everything else that makes the city unique. The city's cultural and historical history, as well as its personality, will become assets that may be used for branding purposes. Only by taking into account the following factors will it be possible to maintain the identity of the city: the protection of its cultural history; the number of artists now living in the city; the city's cultural and spiritual life; the spread of culture; and the cultural and spiritual implications of the city's institutions (Cvijić and Guzijan 2013). Cities bring tourists who want to see things like beautiful landscapes, new buildings, or historical landmarks. Tourists go to places where famous people like poets, singers, and others lived or where a city's most famous event takes place (Insch 2011). In order to have a better understanding of the several ways that city branding may be implemented and evaluate the historical heritage resources that can be used as city branding, we are pursuing the following: 1- Historical monuments, 2- Famous personalities, and 3- Hallmark events (Figure 1). In addition, we demonstrate how an understanding of the connection between these three ideas may be a useful resource for city branding by presenting our findings below.
H1: Perceived cultural and historical heritage assets use as city branding.
Historical monuments
Five physical aspects, including routes, borders, neighborhoods, nodes, and monuments, play a significant influence in forming people's impression of a city, according to perceptions of the majority of tourists (Dinnie 2011).
The city of Balkh, which has a pre-Islamic history spanning more than 6,000, years, is among the most historic in the area. Due to the fact that the Silk Road passed through this province (Balkh), it was elevated to the status of a city of the second degree in the globe (Organization 2022).
Blue Mosque, a well-known monument in Balkh also known as the Shrine of the Prophet located in the center of Mazar-i-Sharif. Prophet Ali is the cousin and son-in-law of Mohammad, the Prophet of Islam, and fourth of the “rightly guided” (Rashidun) caliphs, and, the first imam (leader) of Shi’ism in all its form. Ali ibn Abi Talib was born in 600 B. c in Mecca, Saudi Arabia, and died in January 661 in Kufa, Iraq (Nasr, Seyyed Hossein and Afsaruddin, n.d.). In the 15th century, Abd al-Ghafur Lari is believed to discover Ali’s tomb in Balkh which is called the shrine of prophet Ali (R. D. Mcchesney 2014). The earliest record of Ali being buried in Balkh appears in Andalusian traveler Abu Hamid’s Tuhfat al-Albab, in the 12th century (Shaheedi 2017). This site is also a place where many pilgrims celebrate Nowruz (Persian New Year) every year. Sultan Ahmad Sanjar the king of the Seljuq dynasty (Azad 2013), built the first known shrine in this place. It was destroyed during Genghis Khan's invasion around 1220. In the 15th century, the current Blue Mosque was built by the Timurid dynasty of Sultan Hussein Bayqara Mirza. It is a most important landmark of the city is Mazar-i-Sharif and it is believed that the name of the city originated from this shrine (R. D. Mcchesney 2014).
The tomb of Rabia Balkhi, the first woman poet in the history of modern Persian poetry located in the Nobahar district of Balkh, is also one of the most visited places by pilgrims, tourists, and locals. Nobahar itself is a famous shrine that houses the tombs of pious men and women. This place has a sanctity that goes back to pre-Islamic because it was also a spiritual place for Buddhism and Zoroastrians (Ebtikar 2021).
Moreover, The marked able monuments in Balkh province are such as; Balahesar, the walls of Balkh, the shrine of Khwaja Akash, the castle of Takhta Pul, Hell of Zargaran, Ali Shir's hill, Khwaja Abo Naser Parsa masque, Bahadur castle, Zadian minaret, Noh Gunbad or 9 tombs (Haje-Peada or footpath Haj), the Arian tower, the fir flame of Naw Bahar, Shahr Bno, Jahan Noma palace, the castle of girls (Qali-e-o Dokhtaran), Salaran hill, Sadian valley, Bazarak, Baharab, Ab Lai hill, Chahar Kont castle, Aman Bakry Bridge, the shrine of Baba Hatam Asim, the shrine of Zainull Abodin Aqil, Shahr Jamshed and so on (de Planhol 2022).
H2: Perceived historical monuments of this province are used as city branding.
Famous personalities
Many cities have been linked to Nobel Prize winners who were born or worked there in the past. Since Salvador Dali was born, raised, and worked his whole life in a small Spanish town, the area has gained worldwide renowned for its unique artistic contributions (Cvijić and Guzijan 2013). It shows that a city is more likely to brand itself well if it is well-known and popular.
Balkh was a cultural center for science, religion, poets, and writers, had notable nobles working in or originating from that region. Furthermore, what made Balkh famous is the Persian language and literature. This city had an important role in the development of the Persian language, and since the early works of Persian literature were written by poets and writers who were originally from Balkh.
Rabia Balkhi 10th century Persian poetess was the first poet in the history of Persian poetry born and grow up in Balkh. The story of her demise is well known, she had a secret love affair with her brother’s slave Baktash. Her brother Haris (Hareth) discovered the liaison and cut her throat. It is stated in another narration that he cut her wrists and threw her in a bathhouse and Baktash in a well. She wrote her last few lines of poets for Baktash with her blood on bath-house walls. After days, Baktash somehow scapes, first he takes Haris’s head and goes to the bathhouse, and found Rabia’s dead body, he falls to the ground and takes his life next to his beloved (Azad 2013) (Ebtikar 2021)(Dick 2021).
Balkh is also known as the home of world-known poet Rumi(Mawlana Jalal al-Din Mohammad Balkhi) (Jocelyn 20019). Rumi was born on September 30, 1207. In Balkh, Khorasan (in today Afghanistan). His father Baha al-Din Valad left Balkh and moved to Samarqand When Rumi was five years old around 1212 or 1213 and left Khorasan in 1216 when Rumi was eight dues to political disturbances. After Baghdad and the pilgrimage of Macca 1229 his family settled in Konya (Turkey) and on December 17, 1273, he died there and bared in Konya. Later his shrine became a place of pilgrimage and is known as the “Mevlana Museum” in Turkey (FRANKLIN D 2014).
Furthermore, the name of Balkh is tied with the name of famous scientist noble Ibn Sina Balkhi and known as Avicenna in the western countries (c.980- June 1037). He is known as one of the most prominent astronomers, philosophers, and physicians of the Golden Age of Islam. His father was a native of Balkh. Avicenna was born in c.980 in Afshana near the Samanid capital of Bukhara (Uzbekistan) which was his mother’s hometown. (HENRY and Willard R 1990)(Gutas 2004)(Daly 2020).
Moreover, Balkh’s famous personalities are; Zoroaster, an ancient Iranian prophet (spiritual leader) from 1500-500 BCE, who founded what is now known as Zoroastrianism, according to some historians he was born and/or dead in Balkh. Abu-Shakur Balkhi 10 century Persian poet, Anvari 12th century Persian poet and scientist, Amir Khusraw (Dehavi) 13th-century Persian writer and poet, Abu Zayd al-Balkhi 9th century Persian polymath: a geographer, mathematician, physician, psychologist, and a scientist, he introduced the Concept of Mental health in Psychology (Khaliq 2008). this list is much longer than this and it is not possible to mention all the names here.
H3: Perceived famous personalities of this province used as city branding.
Hallmark events
Balkh is also known to be the birthplace of Nowruz, the Persian/Iranian New Year observed in Afghanistan and the world on Spring Equinox. The history of celebrating Nowruz in Balkh dates back to 3000 years. Nowadays, people in Afghanistan travel to Balkh to celebrate the festival with great enthusiasm, where it holds several sports activities and exhibitions for two weeks (Nighoskar, n.d.) and, every year in Nowruz the Balkh’s capital Mazar-i-Sharif hosts more than 200.000 people from all over the country (Asia and Suri 2021). Furthermore, the Red flower Festival Guli Surkh Festival) is the main festival of Nowruz. In Mazar-i-Sharif (the capital of Balkh), the first 40 days of the year are celebrated when the tulips’ bloom in the green plains and on the hills around the city. The festival features a variety of activities and customs, including the Janeh Bala, which is celebrated on the first day of the new year (Nowruz) and is attended by high-ranking government officials such as vice president. This is a special religious ceremony that takes place in the Blue Mosque of Mazar-e-Sharif. Moreover, the Ex-Head of the Informational and the Cultural Department of the Balkh Province Mr. Matiurahman Karimi said:
“Besides Nauruz, Jahenda Bala, and Guli surkh festivals, the various event held in Balkh every year such as Farmer Festival (Jashn-e-Dehqan), Chaharshanbe Suri (celebrated on the last Wednesdays before the New year), Shab-e-Yallda (Yalda Night) this festival celebrated on the longest and darkest night of the year on the night of December 20/21, the birthday and the date of obit of Rumi, Poetry Nights and Buzkashi[1]. Each year Balkh hosted 800 thousand up to 1 million domestic and international visitors and tourists from all over the world”.
H4: Perceived hallmark events of this province used as city branding.
[1] Buzkashi or Goat pulling is Afghanistan’s national sport, it’s a kind of Hours riding sport. This has been played over hundreds of years in central Asia.