Objective: Among geographical regions, cities are increasingly becoming champions. Their competition to establish their reputation as the best choice for visitors, investors, and businesses is intensifying. Some cities possess unique features creating a distinct image in people’s minds. The present paper is aimed at identifying the most influential architectural components in city branding of Yazd and subsequently comparing and prioritizing them based on their impact.
Method: The research is conducted through using a questionnaire prepared for two groups: 1) a group of 35 specialists and 2) a group of 110 ordinary individuals. The snowball sampling method was used to select the sample for group 1, and random sampling method was employed for group 2.
Findings: This applied research is qualitative based on the nature of the data. All components were examined in both statistical populations using the SPSS test, revealing a significant impact on the city branding of Yazd. In terms of prioritization, the components’ degree of influence on the city branding of Yazd city differed between architects and urban planners as well as between ordinary people in two statistical populations.
Conclusion: Among ordinary individuals, the architectural texture had the greatest impact on the city branding of Yazd, whereas, among specialists, symbols and landmarks such as elements like windcatchers and awning had the most significant impact on this city’s branding.