Revue Organisation et Territoire n°1, 2015 Identité de la marque Casablanca

Ezzohra Belkadi
This article proposes a study of the brand identity of the city 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 brand identity of Casablanca is characterized by employment, the qualification of the workforce,
more » ... he workforce, hospitality, the presence of the tram and heritage. The study highlighted sunshine as an undeniable asset. However green spaces, waste management and pollution have been listed as negative points which are big expectations of Casablanca resident.