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Problem: The problem addressed in this research is the potential conflict between economic goals in urban branding and the long-term health of urban ecosystems. Specifically, there is concern that focusing solely on economic aspects in urban design may jeopardize the health of the urban ecosystem and lead to severe damage over time.
Target: The primary objective of this research is to develop an urban brand that prioritizes sustainability and enhances the health of the ecosystem within cities. The aim is to provide solutions for maintaining and strengthening social and environmental interactions through landscape design in urban green infrastructures.
Method: The research adopts an applicable-science approach with a descriptive-analytical method. Data collection is primarily library-based, focusing on gathering information about urban green infrastructure, particularly paths and spaces, and their role in fostering sustainability and social and environmental interactions.
Result: Based on the collected information, the research identifies the key components and principles of urban green infrastructure. The two major components are paths and spaces, which form the structure of green infrastructure. Additionally, the research outlines principles such as multi-functionality, communication, synchronization, process-oriented design, and strategic planning as fundamental to the development of sustainable urban branding through landscape design.

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Objective: Among geographical regions, cities are increasingly becoming champions. Their competition to establish their reputation as the best choice for visitors, investors, and businesses is intensifying. Some cities possess unique features creating a distinct image in people’s minds. The present paper is aimed at identifying the most influential architectural components in city branding of Yazd and subsequently comparing and prioritizing them based on their impact.
Method: The research is conducted through using a questionnaire prepared for two groups: 1) a group of 35 specialists and 2) a group of 110 ordinary individuals. The snowball sampling method was used to select the sample for group 1, and random sampling method was employed for group 2.
Findings: This applied research is qualitative based on the nature of the data. All components were examined in both statistical populations using the SPSS test, revealing a significant impact on the city branding of Yazd. In terms of prioritization, the components’ degree of influence on the city branding of Yazd city differed between architects and urban planners as well as between ordinary people in two statistical populations.
Conclusion: Among ordinary individuals, the architectural texture had the greatest impact on the city branding of Yazd, whereas, among specialists, symbols and landmarks such as elements like windcatchers and awning had the most significant impact on this city’s branding.

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Internal branding has been recognized as an important issue in marketing in recent trends. Also, internal marketing is one of the tools for implementing the strategy within an organization that focuses on employees as the organization's first customers. Due to increasing importance of the employee's role in the organization, this paper seeks to develop a model in which internal marketing and internal branding are used as internal tools. These tools improve employees’ commitment and encourage them to deliver the brand promises to customers. The statistical population of the research was Semnan Taxation Office personnel from which 78 samples were selected through simple random sampling. Structural equations modeling is used to test the research model using WarpPLS 3.0 software. Based on the findings, the internal marketing does not have a direct impact on the brand performance, but it affects brand performance indirectly through the internal branding. The results of path analysis confirmed the direct effect of internal branding on the brand performance, as well as its indirect effect on performance through employee's commitment to the brand. Moreover, the results indicated that internal marketing does not have a significant effect on corporate brand commitment.

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Internal branding is a new concept that refers to employees` effects in creating better image of brand in customers` mind. In order to surveying internal branding effects in brand citizenship behavior (BCB) in hotel industry, and also presenting an internalized scale for internal branding, four and five stars hotels located in Tehran have been tested in a model research. by the way of clustering sampling, Sample of 240 hotel customer interface employees` were selected, and questionnaires with five point likert scale have been distributed. 122 out of 136 returned questionnaires were usable (return rate of 56%). Content validity determined as suitable by the approval of marketing experts and hotel indusry professionals`, and Cronbach`s Alpha, AVE, CR, showed a great reliability for questionnaires. Conceptual model testing has been done through partial least square method and correlation test with SMART PLS software V. 1.5. The results showed that internal branding has positive relationship with brand identification (t= 9.537, β=0.563) and brand commitment (t= 2.430, β=0.192), also brand identification has positive relationship with BCB (t= 5.540, β=0.550), and brand commitment (t= 9.141, β=0.718), brand commitment has positive relationship with brand loyalty (t= 11.571, β=0.706), and brand loyalty has positive relationship with brand citizenship behavior BCB (t= 2.555, β=0.295). Correlation test confirmed these results.

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This study seeks investigation of the impact of factors effect on the brand performance based on internal branding approach in TAT bank. A conceptual model consist of 9 hypotheses were designed and tested in this research. 239 employees of TAT bank by clustering method were selected. Data gathered via 51-items including 6 demographics and 45 specialized questions. Alpha cornbach's coefficients were in acceptable range for all variables.For testing the model we use path analysis by using AMOS and chow test. Findings prove the moderation role of workplace competitive climate and job satisfaction on the relationship between internal branding with brand identification and brand commitment. Path analysis indicated that internal branding impact brand identification positively, brand commitment impact brand performance positively and brand identification impact brand commitment positively. Two hypotheses include the impact of internal branding on brand commitment and the impact of brand identification on the brand performance was not confirmed.

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Introduction
Sustainability of urban and regional life, especially in economy dimension, is one of the most important aspects in the management of cities and societies associated with urban, regional, national and international competitions. In this regard, comprehensive planning focused on identical basis of cities and regions is needed to use vernacular capacities to a sustainable and identified economic future. Attention to identical contexts, especially in the natural, cultural, social and economic aspects, leads to negative consequences such as the degradation of the environment and culture, the instability of the economy of cities and regions in global change, and the reduction of resources and injustice. The problems that many of Iranian cities and regions are involved with them undermining the economic, social, cultural and environmental identity.
One of the important issues of the research is that the Iranian cities and regions have grown regardless of the contexts and, in addition, we have witnessed heterogeneous urban growth. Uncertain loading with the identity and context of the region and cities is one of the main causes of undermining justice in the regions of Iran. Attention to the potential competitiveness on the basis of identity can lead to regional equilibrium and a fair distribution of capital and business acquisition.
On the other hand, neglecting to identities in the last decades have led to an unbalanced growth of cities and regions. In addition to regional unbalances, the issue of planning is of paramount importance to indigenous areas in Iranian different regions, which, instead of identifying the contexts and capacities of the areas of cities and regions, destroying the identity, and the natural, historical, social and cultural backgrounds and economic has intensified. The growth of irregularities in the natural, historical, socio-economic areas of the regions has weakened many areas and eliminated some of the roots of the region's competitive ability. In some areas, excessive industrial, agricultural and demolition loads and heterogeneous populations cause climate destruction, drought, environmental degradation, social harm, and injustice, rural and small-town migration to metropolitan areas, poverty and marginalization.
 Methodology
The aim of this research is to definition the contexts and strategies of identical dimensions in urban competitiveness and how to apply identical contexts in the Iranian cities and regions competitiveness. This research has been done with analytical and documentary research method with context based strategy. In order to promotion city to a competitive and identity-oriented city, the cities and regions comprehensive plan must be developed in the dimensions of identity and competitive advantages with emphasizing on competitive advantages in identical contexts.
Therefore, while addressing the above and important issues, the research questions are: Principles and strategies of urban identical competitiveness are focused on the areas of urban and regional identities. In the present study, the study on the theoretical views on urban identity competitiveness explains the theories, principles and strategies of urban and regional competitiveness, history of urban and regional competitiveness in pre-Islam era and post-Islam era was done. Then definition of urban identity competitiveness with focus on contextual dimensions and then by conclusion and analyzing these results is be done.
Results and discussion
These competitive advantages are defined and categorized in the natural, environmental, historical, spatial, religious, cultural, social, economic, scientific and sport contexts. The creation of a competitive city contains identifying potential competitive advantages, visions and applied strategies related identical contexts. The most important urban identity competitiveness strategies include the recognition of competitive advantages in the dimensions of identity and branding, innovation, facilitating competitive infrastructure, urban tourism, urban branding, location branding and location, commodity originality, and brand-oriented identical contexts.
 
 Conclusion
Competitive advantages in the Iranain cities can be analyzed in terms of homogeneous regions. In general, it can be said that most of Iran's cities are known for their natural, historical and cultural advantages. The natural benefits of rivers, springs, mitigating climates, plants, natural products, spa therapies, mountains, etc. are considered. Historical advantages include events such as the foundations of humanity, works and history, museums, and so on. Cultural advantages include a diverse range of foods, religious and spiritual events, sports and artistic and scientific celebrities, artistic industries, and unique goods. The table below shows ompetitive advantages (potential and real) in the regions of Iran. Urban, regional, national and international competitiveness in the present age faces new causes, dimensions and emergencies. It is dramatically increasing and often affecting all citizens. Competition for attracting more domestic and foreign capital, attracting more tourists, earning higher income, having cities and regions superior to the roots of the desire to compete in the city.
In order to promote the competitiveness of the Iranian cities and regions identity, the practical strategis can be used: branding of genuine local and national products, designing urban brand identity logos, identifying the terminals and airport with Iranian culture and art, establishment of local specialty brands for local cuisine, use of new technologies and tools for promoting adaptation and branding, holding national and international exhibitions and international strategies for urban diplomacy, internet branding, holding of the conference Festivals and festivals of genuine products of world culture Arts and Food and Architecture, Worldwide Specialized Brand Publishing, Global Registration of Historic, Natural and Cultural Sets, Religious and Health Promotion, Textile and Historical Improvement, Architectural Branding and Worldwide Brand Features, Exports of Essential Goods, Solving bureaucratic issues and preventing the overthrow of products and places and cities.
 

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Employee personal branding is essential as a key concept for personal and organizational success. To this end, this research seeks to identify the dimensions and components of employee personal branding. This research, in terms of the purpose, is development-functional type and in terms of data collection is descriptive and in terms of data certainty, it's kind of exploratory. The research method is mixed. The qualitative and quantitative methods are used content analysis and survey, respectively. The statistical population was in the qualitative part of the texts related to the research subject and in the quantitative part were experts, supervisors, consultants, deputies and active managers of different fields of insurance industry in Tehran. Dimensions and components of Employee personal branding were extracted from 28 sources. The result of literature review and analysis was the extraction of 55 Indicator or reagent, 6 components and 2 dimensions. Accordingly, the Employee personal branding has two individual and interpersonal dimensions, that The individual dimension includes the Components of knowledge, skills and abilities, personality and attitude, and the interpersonal dimension includes the Components of emotional intelligence, mental impression and social interaction. in the quantitative part The content validity of the questionnaire was confirmed by 30 experts.  For structural equation modeling and Pls software were used to analyze the data obtained from the proportionality questionnaire and The results showed that the model dimensions and components of personal branding of the employee have a good fit.

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The purpose of this article is to develop and genesis the ethical-oriented corporate branding model in the confectionary industry in Iran and to predict and innuendo the ethical-oriented corporate branding construct in an exploratory study. After identifying the corporate branding ethical constructs in a qualitative study in this research, by interviewing 14 connoisseurs and analyzing the data that acquired from the interviews using the theme analysis method, in a quantitative study and collecting information through a questionnaire of 202 confectionery and chocolate marketers, the partial least squares approach to structural equation modeling  has been used to estimate and calculate the relationships in the ethical-oriented corporate branding model. Also, employee based brand equity has been used as a variable of measurement for corporate branding of endogenous construct. Extracting the structural model of corporate branding by four corporate branding predictive constructs including Corporate Ethical Philosophy, Corporate Ethical Communication, Corporate Ethical Culture and Corporate Ethical Image and extracting the measurement model of corporate branding through 14 extracted variables to measure the constructs in a structural model are the results of this research.

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The history of branding in Iran dates back to a few decades and its importance has recently been recognized by businessmen. The present study aims to add to the scientific aspect of branding, clarify the issue of branding, identify its principles and provide guidance for those making decisions in branding issues. Hence, the objective of this study is to provide a model for branding sporting sportswear in Iran. In the category of basic and data-based researches, this research is of mixed nature. This kind of study includes predetermined and emergent methods, open-ended and closed-ended questions, various forms of data, content and statistical analysis, and the final conclusions are based on the findings obtained from both qualitative and quantitative approaches. The present study was done using the exploratory tool compilation plan and based on it; the qualitative aspect of the research was done. Purposeful sampling and snowball sampling technique were used to perform in-depth interviews. A total of 15 interviews were conducted with experts. In fact, the sampling continued up to the step that the research reached to an adequate theoretical saturation. Based on the results, branding and sale of sportswear were classified into seven and eight levels, respectively. The findings include value creation, customer perception, online sales, accessibility, online payment conditions, displaying other customers' views and monitoring the sales.  The research results also revealed all levels of recognizing the customer needs, competitors' activities, sportswear-related services, facilities, identification and pristine advertising that should be taken into consideration to brand Iranian sportswear. 

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 Chain businesses around the world are growing as the top and largest businesses, enriching all actors in the industry day by day. The present study seeks to provide a branding model for the acquisition of rural chain businesses in Iran. This research is applied and in terms of data collection method, it is mixed (qualitative-quantitative). In the qualitative part, semi-structured interviews, focus group and expert grouping were used and in the quantitative part, PLS software was used. In order to evaluate the reliability of the research measurement model, factor load coefficients, Cronbach's alpha coefficients and combined reliability, convergent validity and divergent validity were performed. The results show that the proposed model has 5 main dimensions: market stimulus, social context, growing infrastructure, value creation and business clusters. Components identified in the market stimulus dimension include: brand, market and customer, in the social context dimension include: communications, culture, in the growing infrastructure dimension including: strategy, law and capital, knowledge management, economic infrastructure and process management, in the value creation dimension. It has two components of entrepreneurial characteristics and entrepreneurial process, and in the dimension of business clusters, it also has two components of tourism and rural areas.