The Role of Communication Strategy in Branding the Historic City of Baghdad

Branding has emerged as one of the contemporary techniques that greatly contribute to enhancing competitive advantage between cities. The research explores the potential of the historic center of Baghdad, to enhance its competitiveness and attract Different stakeholders’ attention from investors and tourists. This study discusses the analysis of the six dimensions of the hexagon branding model (presence, place, potential, people, pulse, prerequisite) in the context of communication strategy in the image of the city and its application to the city of Baghdad. The research adopted the method of Qualitative and descriptive; The study results show the potential use of the hexagonal model in constructing a distinctive label for the historical city of Baghdad. The historical city possesses a good image and a high pulse in the eyes of the global community. The city suffers from deficiencies in basic requirements, infrastructure, and city planning, leading to a decline in its status and causing a disconnect between Baghdad and its global vision.