Devising a Branding Model for Multi-Purpose Mega Projects Localization for Iran: Implementing and Testing in a Multi-Purpose Project

Abstract Purpose: While it seems there are just very few studies on branding process of mega projects of entertaining, residential, tourism and sport, branding is one of the most successful factors in these types of projects. We tried to introduce a model corresponding to Iranian characteristics. It has to be said that researches on this subject mostly focus on place selling, place marketing and tourism destination branding. Design/methodology/approach: Since in Iran, there is no special model, we used the Grounded Theory for hypothesizing and discovering model aspects. Deep interviews corresponding to grounded theory have been conducted. The interviewees were consisted of university scholars, owners and founders of related mega projects, branding and marketing managers of projects, subprojects managers of these projects, sales, economic and financial managers, superior consultants, and managers and officials of Cultural Heritage Organization of Iran. Findings: The main phenomenon of this research is branding process of mega projects of entertaining, residential, tourism and sport, and also, causal conditions, context conditions, and intervening conditions are introduced. At last, results of branding for these types of projects as an intact model is introduced. Originality/ value: The primary goal of this research is introducing a model for branding these mega projects with respect to the characteristics of Iranians.