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  Call for Papers (June 2020)  

City branding : Town Brand « WeCasablanca »

Volume 46, Issue 2, January 2020, Pages 135–144

 City branding : Town Brand « WeCasablanca »

Khadija IDRISSI, Khadija SNEHJI, and Cherine HANATY

Original language: English

Received 27 October 2019

Copyright © 2020 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.


In an international globalized and digitalized context, regions are called upon to stand out by resorting to communication and promotion tools, and in a larger scale to territorial marketing tools. Therefore, any debate on territories-applied marketing is virtually habitual among politicians and economic and territorial developers. Morocco has gone through an important phase in the process of territorialisation through the establishment of genuine economic regions equipped with authority and decision-making autonomy. In this framework, the adoption of territorial marketing has become a must to accompany Morocco’s strategy of regionalization Indeed The territorial brand is a growing phenomenon that offers the possibility to each territory to show its presence, its attributes, but also to extend our awareness, attractiveness and differentiate themselves from competitors. Since nowadays the territories of promoting excellence areas, think in solutions to differentiate and build an attractive image. Our research on the brand of cities up immediately in this perspective. This paper aims to show how city branding, may be a relevant carrier to seat the attractiveness and excellence of territories in general and those of the city of « Casablanca » in particular. The present work is structured around the following points. The first will be devoted to the theoretical and conceptual foundations of territorial marketing. The second point will highlight the link between the attractiveness of territories and urban marketing. In the third and final point, we will present the Casablanca branding strategy « WeCasablanca ».

Author Keywords: brand city, regional attractiveness, territorial marketing, urban marketing.

How to Cite this Article

Khadija IDRISSI, Khadija SNEHJI, and Cherine HANATY, “City branding : Town Brand « WeCasablanca »,” International Journal of Innovation and Scientific Research, vol. 46, no. 2, pp. 135–144, January 2020.