Using the city's cultural and historical assets to promote its Identity

Abstract Propose:Today, cities compete to attract more tourists and visitors, and city branding plays a crucial part in this. It takes a long time for a city's identity to develop; it develops through time and becomes more culturally diverse as a consequence.Design/methodology/approachThis article focuses on the branding of Balkh province in northern Afghanistan by using its cultural and historical heritage assets. This article examines whether Balkh's unique identity may be used for city branding and analyzes which of the city's historical sites, important personalities, and historic events might be exploited as city brands. FindingResults from a questionnaire and SPSS 24 analysis of 111 people suggest that Balkh's strong identity, cultural and historical heritage assets may be used for its branding.Originality/valueThe other goal of this research is to find out how some of Balkh's historical and cultural assets could be used to create a city brand and show off the city's rich history.