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Branding the city: the case of Casablanca-Morocco

Author

Listed:
  • Dounia Sedra

    (University Hassan 1st of Settat)

  • Hicham El Bayed

    (University Hassan 1st of Settat)

Abstract

Over the past two decades, a new paradigm has emerged in the field of public management, which advocates place branding as a determining and impacting strategy of differentiation, recognition and commodification of places. The interest of this article is to approach the city branding strategy of the city of Casablanca, consecrated as being the first experience of its kind in Morocco and even in Africa. Thus, we will try to discover its operating mode, in particular by analyzing the instrumentalization process of the couple «identity/image» of the city for the purposes of attractiveness and competitiveness. We will also discuss the pillars on which this strategy is based, in particular through the operationalization of the city’s development plan 2015–2020, the deployment of its communication and the involvement of its various stakeholders.

Suggested Citation

  • Dounia Sedra & Hicham El Bayed, 2022. "Branding the city: the case of Casablanca-Morocco," Place Branding and Public Diplomacy, Palgrave Macmillan, vol. 18(2), pages 181-189, June.
    • Handle: RePEc:pal:pbapdi:v:18:y:2022:i:2:d:10.1057_s41254-020-00195-y
    DOI: 10.1057/s41254-020-00195-y
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    References listed on IDEAS

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    1. Ketwadee Madden & Basri Rashid & Noor Azimin Zainol, 2016. "Beyond the motivation theory of destination image," Tourism and Hospitality Management, University of Rijeka, Faculty of Tourism and Hospitality Management, vol. 22(2), pages 247-264, December.
    2. Simon Anholt, 2007. "What is Competitive Identity?," Palgrave Macmillan Books, in: Competitive Identity, chapter 0, pages 1-23, Palgrave Macmillan.
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