[ Marketing Territorial de Casablanca : Etude de l'Image de Marque ]
Volume 13, Issue 3, November 2015, Pages 704–714
Ezzohra Belkadi1
1 Faculté des sciences juridiques, économiques et sociales Ain Sebaa, Université Hassan II Casablanca, Maroc
Original language: French
Copyright © 2015 ISSR Journals. This is an open access article distributed under the Creative Commons Attribution License, which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited.
This article proposes a study of the image of Casablanca. Once the place marketing concept and its application domain have been explained, we presented the results of survey of 144 residents about their perception of their city. The objective of the survey was to identify the characteristics of Casablanca city through which it can communicate. Our results revealed that the personality of Casablanca is recognized as being warm, civilized, welcoming, generous and pleasant. The study highlighted sunshine as an undeniable asset. However, greenspace, cleanliness and quietness have been listed as negative points which are big expectations of Casablanca resident.
Author Keywords: Place marketing, brand image, brand identity, brand personality.
Volume 13, Issue 3, November 2015, Pages 704–714
Ezzohra Belkadi1
1 Faculté des sciences juridiques, économiques et sociales Ain Sebaa, Université Hassan II Casablanca, Maroc
Original language: French
Copyright © 2015 ISSR Journals. This is an open access article distributed under the Creative Commons Attribution License, which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited.
Abstract
This article proposes a study of the image of Casablanca. Once the place marketing concept and its application domain have been explained, we presented the results of survey of 144 residents about their perception of their city. The objective of the survey was to identify the characteristics of Casablanca city through which it can communicate. Our results revealed that the personality of Casablanca is recognized as being warm, civilized, welcoming, generous and pleasant. The study highlighted sunshine as an undeniable asset. However, greenspace, cleanliness and quietness have been listed as negative points which are big expectations of Casablanca resident.
Author Keywords: Place marketing, brand image, brand identity, brand personality.
Abstract: (french)
Cet article propose une étude de l'image de la ville de Casablanca. Ainsi, après avoir présenté le concept du marketing territorial et son domaine d'application, nous avons présenté les résultats d'une enquête auprès de 144 casablancais sur leurs perceptions de leur ville. L'objectif de ce travail est de relever les caractéristiques de Casablanca sur lesquelles elle peut communiquer. Nos résultats nous amènent à dire que la personnalité de Casablanca est reconnue comme étant conviviale, chaleureuse, civilisée, accueillante, généreuse et agréable. L'étude a également fait ressortir le soleil comme un atout indéniable de cette ville. La verdure, la propreté et le calme ont été mis en exergue en tant que aspects négatifs de l'image de Casablanca qu'on peut qualifier de grandes aspirations des habitants de la ville.
Author Keywords: Marketing territorial, image de marque, identité et personnalité de la marque.
How to Cite this Article
Ezzohra Belkadi, “Place Marketing: The Brand image of Casablanca,” International Journal of Innovation and Applied Studies, vol. 13, no. 3, pp. 704–714, November 2015.
