Le branding territorial : une démarche d'attractivité pour le développement local : cas de la ville de Casablanca

Abstract : Place branding is perceived today as a central element of the development and promotion strategy of places, allowing to build around a brand name an identity and a singular place offer. However, although a place brand may seem like a real lever for differentiation and dynamism, reality has shown that it does not systematically generate an improvement in the place attractiveness or development. Besides, some brands have succeeded while others have failed. Therefore, this thesis seeks to explore in depth this new phenomenon and contribute to understand the place brands creation and management process to achieve successful and sustainable brands. Based on a rich literature review and existing models, a new place branding framework is presented. By adopting an interpretative approach, this research combines two methodological postures: a qualitative study was conducted among 30 main actors of Casablanca who could have a role in the city brand creation and management, and a quantitative questionnaire survey was also realized among a sample of 1016 citizens of Casablanca to assess their perception and feelings about the WeCasablanca brand. Thanks to the card game method used in the qualitative study, we were able to confirm the importance of all the elements identified in the theoretical framework, examine the influence relationships between the components and validate the model qualitatively. The quantitative study also validated the influence relationships defined in the conceptual framework between the six components selected for the test, and we were able to test and connect the different variables relating to the place brand perception, feeling and appropriation by the citizens, and to explain their formation.
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Mohamed Berrada. Le branding territorial : une démarche d'attractivité pour le développement local : cas de la ville de Casablanca. Gestion et management. Université de Lyon; Université Hassan Ier (Settat, Maroc), 2019. Français. ⟨NNT : 2019LYSE2018⟩. ⟨tel-02295643⟩

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