1.Introduction
In today's world, cities not only serve as places for residence and social activity but also compete with each other to attract investment, tourists, and labor. Urban branding is presented as an effective strategy to enhance the attractiveness and identity of cities, playing a pivotal role in economic growth, improving citizens' quality of life, and fostering entrepreneurship. This process involves designing and promoting a clear mental image of the city, based on its relative advantages and unique characteristics. Nahavand, due to its favorable geographical location, rich natural and historical tourism potentials, and extensive production of medicinal plants, holds significant potential to become a reputable urban brand. Particularly, coriander, as one of the main products of the region, can play a central role in the city's branding. The branding of this city can increase public awareness of its capacities and pave the way for attracting investors and tourists. However, the process of urban branding requires careful planning and the involvement of all stakeholders, including urban management, the private sector, and the local community. This study aims to provide practical strategies to strengthen Nahavand's position in the fields of tourism and entrepreneurship by examining successful urban branding models and analyzing the current situation in Nahavand. The five-phase model of Morgan and Pritchard has been used in this research to design and implement branding strategies, which will be further discussed in the following sections.

Methodology

This research is qualitative and utilizes a semi-structured interview-based methodology. The study's population consists of 21 specialists and stakeholders from the fields of tourism, agriculture, and urban management, who were selected through purposive sampling. The data gathered from the interviews were analyzed using open coding and the ATLAS.TI software. The five-phase model of Morgan and Pritchard has been employed as the theoretical framework for the study. In this model, strategic analysis is conducted first, followed by the identification of the brand identity. Using this model, various strategies for branding and developing tourism in Nahavand have been proposed.

Results

The research findings indicate that branding Nahavand, with an emphasis on the potential of medicinal plants, particularly coriander, can create new opportunities for entrepreneurship, the development of value-added industries, and the enhancement of health tourism and ecotourism. For example, establishing an official brand for Nahavand as the "City of Medicinal Plants" could raise public awareness of the region's tourism potential. Additionally, the development of tourism infrastructure, the improvement of urban green space design, and the establishment of related research and exhibition centers could be significant steps toward sustainable regional development. The findings also highlight that one of the main obstacles to urban branding in Nahavand is the lack of sufficient investment in the tourism sector and inadequate advertising to promote the city's capacities. However, with the proper implementation of branding policies, Nahavand could become one of the country's major hubs for health and agricultural tourism.
 

Discussion

Urban branding is a multifaceted process that depends on various factors, including citizen participation, support from public and private institutions, and the availability of appropriate infrastructure. Studies show that creating a positive image of the city in the minds of tourists and investors can contribute to improving its economic and social conditions. In Nahavand, the development of urban branding could lead to an improved public image of the city, increased economic interactions, and a strengthened sense of belonging among its citizens. Additionally, government support programs and local policymakers' strategies aimed at enhancing the urban brand play a crucial role in the success of this strategy. Furthermore, branding in the fields of health tourism and ecotourism can generate sustainable revenue for the city and create new opportunities for local entrepreneurs. Similar studies in other cities worldwide have shown that urban branding development can lead to increased citizen participation in economic activities and improvements in social welfare indicators.

Conclusion

This study indicates that the implementation of urban branding policies in Nahavand will yield positive outcomes such as enhancing urban competitiveness, creating job opportunities, and attracting investors. To succeed in this endeavor, it is recommended that urban officials and policymakers, in collaboration with various stakeholders, design and implement effective strategies for the development of Nahavand's urban brand. Ultimately, urban branding can not only contribute to the region's economic growth but also elevate the city's position at both national and international levels by creating a distinct identity. Moreover, educating and empowering citizens to embrace and support the urban brand can significantly impact the success of this process. It is suggested that promotional and cultural programs aligned with the city's brand be designed and implemented to increase public awareness and widely introduce Nahavand's tourism attractions. This initiative could lead to a rise in tourist arrivals, the development of related businesses, and the creation of added value in the local economy.
 
Acknowledgments
The author sincerely appreciates all the specialists and stakeholders who contributed to the completion of this research.