عنوان مقاله [English]
Objective: Identity and brand are the most important and strategic issues of urban management and development. The aim of this study was to identify and analyze identity orientations and branding in Tehran.
Method: In this study, library studies were used to collect data. Were used the Strategic-structural plan of Tehran (2007), Vision Document and Strategic Orientations of Tehran in horizon 1404 and The Third Five-Year Plan of Tehran Municipality (2019-2013) as information sources of this study. To study these resources, themed analysis method was used as one of the qualitative research methods.
Results: Based on the findings of this study, Tehran's macro-identity orientations and urban branding are based on different aspects of natural, social, cultural, political, economic, legal and physical with the dominance of Iranian-Islamic culture and symbols.
Conclusion: The realization of Tehran's identity orientations and urban branding depends on the development approaches and the state of diplomacy and international relations of the country on the one hand, and the resources, capacities and adaptation of Tehran's urban management executive plans with them on the other. Also, Tehran's urban development programs in the field of identity and branding are faced with dual mechanical adaptation of tradition and modern.