Over the past two decades, a new paradigm has emerged in the field of public management, which advocates place branding as a determining and impacting strategy of differentiation, recognition and commodification of places. The interest of this article is to approach the city branding strategy of the city of Casablanca, consecrated as being the first experience of its kind in Morocco and even in Africa. Thus, we will try to discover its operating mode, in particular by analyzing the instrumentalization process of the couple «identity/image» of the city for the purposes of attractiveness and competitiveness. We will also discuss the pillars on which this strategy is based, in particular through the operationalization of the city’s development plan 2015–2020, the deployment of its communication and the involvement of its various stakeholders.

中文翻译：

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城市品牌化：以卡萨布兰卡-摩洛哥为例

在过去的 20 年里，公共管理领域出现了一种新范式，它提倡将场所品牌化作为区分、认可和商品化场所的决定性和影响策略。本文的兴趣在于探讨卡萨布兰卡市的城市品牌战略，该市被奉为摩洛哥乃至非洲的第一次此类体验。因此，我们将尝试发现其运作模式，特别是通过分析城市“身份/形象”夫妇的工具化过程，以提高吸引力和竞争力。我们还将讨论该战略所依据的支柱，特别是通过城市 2015-2020 年发展计划的实施、沟通的部署和各利益相关者的参与。