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City Branding of Casablanca in Morocco

In: Strategic Innovative Marketing and Tourism

Author

Listed:
  • Ezzohra Belkadi

    (FSJES Ain Sebaâ/ Hassan II University)

Abstract

The phenomenon of city branding has become global. City branding is the creation of a brand for places to improve its attractiveness. The goal of this research is to study the city branding theory based on Casablanca branding experience. The idea is to start with a review of literature of city branding and its role in place and to analyze the new city brand of Casablanca in Morocco. The objective is to determine the conditions of success of a city brand and to make recommendations to the managers of Casablanca to improve the image of the city of Casablanca.

Suggested Citation

  • Ezzohra Belkadi, 2020. "City Branding of Casablanca in Morocco," Springer Proceedings in Business and Economics, in: Androniki Kavoura & Efstathios Kefallonitis & Prokopios Theodoridis (ed.), Strategic Innovative Marketing and Tourism, pages 129-138, Springer.
    • Handle: RePEc:spr:prbchp:978-3-030-36126-6_15
    DOI: 10.1007/978-3-030-36126-6_15
    as

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