Territorial Marketing for A Collective Momentum and A Positive Vision Case of the “We Casablanca” Brand

Abstract

The purpose of this research is to examine the relevance of the establishment of a territorial brand and its ability to honour its promises in terms of optimizing territorial actions for the inhabitants, tourists and investors, as well as its ability to bring stakeholders together and bring them together around a single mission: to promote the territory at the national and international levels.

We considered the territory of Casablanca/ Morocco suitable for research for two main reasons; the first is that we are close to the problem since we collaborate with the local development company «Casablanca Events & animation» pilot of the «WeCasablanca» territorial brand, the second is that the brand is the first territorial brand launched in Africa in 2016.

We chose a multi-target system incorporating the three territorial marketing targets and a methodological mix combining two approaches conducted simultaneously; a qualitative approach for an in-depth investigation, and a quantitative approach for a measured diagnosis.

The main results show that Casablanca is a city appreciated by its residents and tourists but whose image is contrasted and that the Wecasablanca brand is a brand that reflects great positive and federating perspectives of stakeholders but that we should continue to build.