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How to Cite:
Ali, N. H., & Al-Khafaji, S. J. N. (2022). Branding as an identity of place in contemporary
cities. International Journal of Health Sciences, 6(S3), 12213–12228.
https://doi.org/10.53730/ijhs.v6nS3.9137
International Journal of Health Sciences ISSN 2550-6978 E-ISSN 2550-696X © 2022.
Manuscript submitted: 18 Feb 2022, Manuscript revised: 27 April 2022, Accepted for publication: 9 June 2022
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Branding as an identity of place in
contemporary cities
Narjis Hussain Ali
Department of architecture-College of Engineering University of Baghdad
Email: nararch84@mtu.edu.iq
Prof. Dr. Saba J. Neamah Al-Khafaji
Department of architecture-College of Engineering University of Baghdad
Email: Saba.jabar@yahoo.com
Abstract---Cities today compete with each other to achieve urban,
economic, social, cultural and political development. Thus, place-
branding strategies have become necessary for cities to thrive
economically and achieve a better quality of life. The study aims to
provide knowledge about the concept of the place branding and the
ways to achieve it and the mechanism of implementation through
urban design strategies and the role of the concept in shaping or
enhancing the identity of the place. This research clarifies a problem
(the lack of comprehensiveness of the available knowledge about the
concept of the branding and its impact on shaping or enhancing the
identity of the place in contemporary cities) assuming that (the brand
and the ways to achieve it have an important role in promoting and
forming the identity of the place in contemporary cities). The research
concluded that the brand of the place and its effectiveness stems from
the identity of the place and is linked to the rooted core values of the
place. The research also reached a set of urban design strategies used
in achieving the brand of the place. The research presented arabic and
regional examples in the marketing of cities and finally analyzed the
strategies used by the various parties to create a brand for the place
in contemporary cities.
Keywords---place, identity, place branding, branding elements, place
branding strategies.
Introduction
Recently, many studies by academics and practitioners have focused on the
brand and its importance in marketing cities and keeping them competitive and
relevant in the global market, and because the brand has a role in serving the
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sustainability agenda by addressing economic, social and cultural aspects and
enhancing the image of the city. the brand of the place works to highlight the
original and unique character, as it is linked to the historical and cultural aspect
of the place on the one hand, and to the future goals on the other hand. Thus, the
brand of the place expresses and reflects the identity of the place and that the
element of distinction in the place, which is an essential element for forming the
identity of the place, is what it depends on. The brand of the place to achieve its
effectiveness and success.
Research problem
The lack of comprehensiveness of the available knowledge about the concept of
the place branding and its impact on forming or promoting the identity of the
place in contemporary cities.
Hypothesis
There is an important role for the concept of the place branding , ways to achieve
it, and its importance in shaping and promoting the identity of the place in
contemporary cities.
Research motivation
• Provide the necessary knowledge about the concept of place branding.
• Providing knowledge of how the place branding is achieved and how it is
implemented through urban design strategies in shaping and enhancing the
identity of place in contemporary cities.
• Identification and analysis of a number of case studies in international
cities in order to extract the essence of place branding and mechanism of
application and its implementation in Iraqi cities in the future.
Place
Place has been a long established concept which has recently found currency in
planning and urban design as well as in cultural, tourism and economic spheres,
has given renewed emphasis to the importance place can make to a sense of
belonging and identity. It therefore represents a range of tangible and intangible
elements – historic, symbolic, cultural, economic and physical – that together
make a place special and distinctive, and therefore potentially competitive and
successful from the perspective of those who live, work or come from a place, and
those who have an external perspective, whether they have experienced it (e.g. as
a visitor) or not, for example through reputation, media, word-of-mouth. (TBRs
Economic-2016, p.2016 ). The place has an impact on architecture and
urbanization through two parts: the first part is the natural aspect, which
includes the natural aspect and everything related to the site, and the second is
the cultural impact, which includes everything related to social, cultural, political,
and even economic and religious aspects.(AL-Khafaji&AL-Kilidar-2017:p.2).
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Place identity
Place identity is defined as the distinctive and unique characteristics and
meanings present in a place and its culture at a particular time, (EL Hakeh-
2018:p.), identity is also defined as the feeling of belonging that connects people
and connects them to the place over time, and it is a loose concept that connects
and communicates with the elements of sociology and psychology, a process that
has been produced throughout history through human activities (Gur, heidari-
2019: p.130). Identity bears common features expressing the essence of the
individual or the civilized values of society. It bears the common features that
express civilization. The identity of the place consists of the features of the
physical environment, the diversity of human activities, events and cultural
influence, and distinctiveness is an essential aspect in shaping the identity of the
place, especially with regard to heritage. Urbanism that can be used to
distinguish cities, distinction ultimately includes the long-term evaluation of built
and natural characteristics, and distinction in its essence includes the physical,
social and economic features of a place or location and the relationship of
individuals to these features. To separate the place. Distinguishing consists of five
aspects: natural features, man-made construction, cultural identity and people,
food and beverages, industry and business, as in Table No. 1, the authors (Lynch
1960; Twigger-Ross and Uzzell 1996, Lalli 1992,) formulated four characteristics
Variable in the definition of identity and to achieve the characteristic of
distinction: features, particular character, uniqueness, different perception
(Phetsuriya&Heath-2021: p.2-3)
Table 1
Description of local distinctiveness elements (Phetsuriya&Heath-2021: p.2-3)
Natural
Features
Man Made
Features
Cultural
identity and
people
Food Drink
and Crafts
Industry and
Business
Location
Topography
Nature
Landscape
Habitat
Costline
Native plants
Natural
material
Building
Monument
Townscape
Transportation
Historic feature
Event
Music
Language
Dressing
Famous
person
tradition
Craft
Food
Drink
artifact
Land usese
Activates
Culture
industrial
manufacturing
Place branding
Definitions of place branding vary but derive from product branding and
marketing; essentially a place brand is a perception that people have about a
place and its reputation in the eyes of residents, businesses, investors, workers,
visitors and the wider public. Place branding has also evolved from earlier
(nineteenth/twentieth century) place promotion and boosterism and the ‘art of
selling places’ in response to economic and social change and greater inter-city
competition, using a place’s heritage and historic associations. Fundamentally,
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place brands look to project a positive image of a place to potential visitors,
potential residents, and potential investors. .(TBRs Economic-2016:p.1). Today,
every city, country, and region has to compete with every other in the global
market for people, resources, and business. They need to understand the image
that they project and manage it strategically. These strategies involve crafting
reputations that play a significant role in a social, economic, political, and
cultural progress of a place,(kim-2014:p.8) .
Place branding covers some of the most difficult philosophical questions about the
nature of perception and reality, relationship between things and their
representation, and secrets of national identity, leadership, culture and social
cohesion, as the brand is the foundation that helps make a place desirable as a
business location, tourism destination or space to communicate. It is not an
advertising campaign or slogan; it is a deeper vision that encourages participation
in the city’s activates. Branding is a social phenomenon based on the perceptions
of target audiences - which might or might not be influenced by the physical and
communicative aspects of a given city(AL-Hinkawi&Zedan-2021:p.1).Pryor and
Grossbart understand place branding as a process of image communication
associated with their previously stated conceptualization of place brand. They
define place branding as “the process of inscribing to a place symbols and images
that represent [the] set of central, enduring, and distinctive characteristics…[of
the] place, thereby creating a focus of identity. ”,In addition, place branding is a
practice to develop a clear character of a place so that the place is branded. The
cultivation of a strong reputation is crucial to make a brand actually work.
(kim_2014:p.10).
Research presented in Heritage Counts 2016 suggests that identity, place
branding and heritage are becoming even more important in determining the
future social and economic outcomes, Research presented in Heritage Counts
2016 suggests that identity, place branding and heritage are becoming even more
important in determining the future social and economic outcomes, according to
Robert Govers (2014 ) “In order to be competitive, places are advised to build a
brand that is befitting to the sense of place and to engage and develop meaningful
initiatives that reflect identity. The essential role of heritage is obvious” (using
heritage in place branding /historic England-2017:p.1). Nagaynay and Lee (2020)
refers to the idea of place branding as a tool for urban regeneration for rebuilding
the image of the city. They arrived three common foundations for place branding
and urban regeneration based on the perception and knowledge of stakeholders,
First, place branding and urban regeneration concepts are both perceived to
address the process of creating a place’s identity, and using it as a leverage for
place promotion activities. Second, cultural and heritage preservation are
prevalent for both place branding strategies and urban regeneration concepts and
third, the establishment or development of a new infrastructure could support the
process of place branding and urban regeneration (Nagayna&Lee-2020:p.3).As
there are two types of place branding: the original and the intentional. Some
historic places, such as Rome, Paris, and Athens, have originally been well
branded regardless of their branding strategies. Many people have a strong
perception, and even a bias, towards these places. If a place starts with a
powerful, original “image,” it impacts positively upon the place’s brand.
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The effectiveness of a place brand and associated strategies may be measurable
by two dimensions: impacts on economy and people’s behavior, As the original
reason for many societies in the world to adopt marketing theories is the
economic effects, and with the presence of economic improvement, it can be said
that the brand of the place was effective, However, the brand goals of the place
are linked to the long-term community goals, and the other dimension is the
perception and behavior of people inside and outside the area.(Kim-2014:p.16).
AL-Hinkawi&Zedan (2021) refer that. There are three types of place branding: the
name of the geographical location as the brand name, the joint brand of the place
and product, and the brand of the place itself (AL-Hinkawi&Zedan-2020:p.2).
Branding of places and cities consists of two main elements, such as follows: (1)
Place making or city building, a process that makes the place specifically
advantageous or attractive. (2) Place or city marketing, an effort to promote the
place/ city specific advantage, one of the other goals of the place brand is to
redraw the image of the city that depends on the identity of the existing in the
place and the understanding of the local culture. Thus, the formation of the
urban image is based on a historical basis. Urban branding therefore is geared to
adapting, reshaping, and manipulating images of the place to be desirable to the
targeted consumer. Therefore, Urban Branding aims mainly to:
• Developing new ways to deliver the image to the rest of the region
and the rest of the cities through media
• Achieving competitive advantages regionally and internationally
• Enhance the city's reputation and ident
A good city image is a meaningful combination of activity and structure. Thus,
city image planning strategies are essential for cities that seek to thrive, such as
place branding that focuses on the unique and distinctive aspects of the city's
culture and creativity. The city is marketed through cultural festivals, urban
development, tourism and events. Entertainment, investment ... etc. It works to
promote the city as a special place to search for success in it. (Rehan-
2013:p.224).
Identifying Place Brand Elements
Several authors identified different place elements that describe the brand, Kevin
Lynch identified physical urban place elements in his well-known book “the Image
of the City”1960, The work of David Canter in 1977 can be looked at as a more
comprehensive approach towards identifying those elements; it extends beyond
physical elements and includes user’s activities and the meaning they attribute to
it, and Grömig-Hollbach and Henckel, Grabow in 1995 suggested four Types of
the city image: the commercial image (dominated by economic activity such as
port cities), image. The cultural (theaters, events, population), the historical image
(historical events and functions and places).The historical picture (the spatial
picture) includes the physical characteristics that guarantee architecture and
construction place), while Anholt Simon developed six brands that cover the place
brand, namely :( AL-hakeh-2018:p.39)
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• The presence: the city’s international fame and contribution to the world
• The place: natural and intellectual environment of the city, such as climate
and urban
• The potential: economic and educational opportunities and living
conditions in the city
• The pulse: how exciting both short-term and longterm stay in the city are
• The people: the inhabitants of the city
• The prerequisites: the convenient public amenities in the city, such as
hospitals, schools, and transport systems(Chan& others-2021:331)
The brand in general consists of four components: brand identity, brand image,
brand value, and brand purpose. Brand identity is the expression of the essence
of the product in a distinctive way possible in the form of a symbol or logo, the
image of the brand is the reputation of the product in the minds of people, the
value of the brand is the value of the benefit of the reputation, the purpose of the
brand is the internal ownership of the mark or the common goal of a group of
individuals or institution, etc., and Anholt argues that place brand identity
cannot be represented by symbolic objects such as a logo or symbol, but that the
four elements are useful tools for the effectiveness and translation of place
branding (kim-2014:p.11). There are dimensions can be identified as : Economic
dimensions ,Achieving economic growth by providing new gains for the region as
economic opportunities, Social dimensions, people’s experiences, awareness of
and belief about the city. The role of daily life and the socialization in everyday
life, Cultural dimensions, the relationship between culture and marketing in the
city stems mainly from the city’s image relying on the past and cultural present.
The city’s brand relying on hidden identities and revealing them. (AL-Hinkawi-
2021:p.7).
Place branding and strategies of urban design
Place branding aims to address the strategy of creating cities that attract
residents, tourists, investments and workforce, it attempts to create and enhance
a “sense of place” and thus becomes integrated with place-making, in addition to
the immediate demand to attract global limelight, it aims to create a vibrant world
that is considered An important indicator for livable cities and working in their
role in serving the sustainability agenda by addressing the economic,
environmental and social aspects. Since the emergence of the concept of urban
competitiveness, the mechanisms and methods adopted by cities have emerged,
the most important and most radical in the city’s marketing policies is to turn
into a brand or commercial personality that affects On people’s awareness,
turning them into fans, and working to create the best intellectual and
imaginative impressions of the city (AL-Raouf -2019:p.5 ), To create a competitive
brand for the place, innovative and detailed strategies must exist. The
development of these strategies must start from the reality on the ground. The
strategies can be varied from cleaning the streets to making citizens proud of their
city. It is important to ensure that they are comprehensive and coherent
strategies, that all stakeholders are involved and most importantly This is all the
potential of the place and the analysis of the resources adequately before putting
the details (kim-2014: p.75). The goal of the brand is to enhance and strengthen
the local identity of cities and thus define the relationship between citizens and
12219
their city, and therefore it can be said that the ultimate goal of the brand of the
place is to enhance the economic development of the city and improve the welfare
of the population and achieve the quality of life for citizens and in order to achieve
this goal two strategies can be developed As identified by Prilenska: creative city,
experience city stratiges, and although they have the same goal of improving the
image and reputation of the city to increase investment and improve the lives of
its citizens, the implementation of each is now different:
• Creative city strategy breaks old ideas and towards a city that appears more
innovative and technological Superior, which makes it more attractive to
talented individuals as it possesses technology, talent, possibilities Multiple
tolerance, such cities have multiple housing at varied and reasonable
prices, services General, short travel times, lifestyle, cultural opportunities,
quality of urban spaces, such as spaces Green and public places.
• City experience strategy The development of these cities is the result of their
size, location, history, and ownership Possibility to be creative cities and
include place-related experiences such as events and activities Sports,
artistic, cultural and specialized services such as restaurants, centers,
theaters, exhibitions, and finally Active places are diverse, such as
museums, landmarks, and amusement parks (2019-bassem: 4.p).
• Tourism city strategy: AL-Hinkawi & zedan refers to this strategy to
emphasiz the importance of tourism in building abrand for the city to
achieve a competitive advantage, and its role in promoting the city by
emphasizing its possession of a particular symbol, feature, or prominent
element, and the role of the city’s image rooted in minds in generating a
unique sense of place and identities.
• -Differentiation strategy: pointed out the values and emotions that the city
symbolizes as essential elements of differentiation strategies. Such
strategies treat urban brands as corporate brands and focus on the
similarities between these two forms of branding, especially given its
complex and multi-stakeholder nature and dependence on broad
cooperation across a city or institution. (AL-Hinkawi & zedan-2021:p.6)
Al-Ra’ouf identified suggested policies that could achieve the city’s vision of its
distinctive personality:
• First: The ability to attract important events and actors with a global
impact, hosting artistic, sports and cultural events that deepen the idea of
communication with the other and confirm the desire to open up to the
world and reformulate the city’s urbanization and architecture so that it can
play this global role
• Second: Employing the architectural and urban assets. The urban physical
heritage of the city is considered an essential tool for marketing it if it is
activated by preserving it first and then presenting new experiences to
interact with the place by reusing this heritage as in Arab cities such as
Damascus, Medina, Aleppo, Fez and Marrakesh. The city will enjoy it in its
future projects, and it plays a vital role in its marketing. In fact, exciting
and creative architecture has become one of the most important urban
marketing tools for the city, as in the Guggenheim Museum in Bilbao, a new
methodological spark that will revive the city and market it through a single
12220
building that provides a visual and beauty penetration in the urbanization
of the city.
• Third: The search for the natural, cultural and human distinction of the
city. The city may be distinguished from the mountains that surround it,
rivers, or the presence of high-level cultural elements, such as museums of
various kinds, festivals and carnivals, or what distinguishes the city by the
style of movement, such as the Italian city of Venice with its famous
Venetian boats or the horse-drawn carriage inside. Austrian Vienna or the
red buses in the city of London, it is important to be able to show this
distinction in the city's formulation and marketing scene.
• Fourth: Formulating a brand with historical tributaries and future
ambitions. The goal is to be a conscious observer of the city’s personality
and participate in its planning so that the process of confirming the city’s
character, renewing and stabilizing it is a continuous dynamic process
supported by architectural and construction aspects (Al-Raouf-2019:p.9-11)
There are many different strategies that can be developed based on the goals and
visions of city development The urban brand by which the unique physical
characteristics of a city are defined is limited to Promote the image of the city, but
it extends to a distinctive urban experience for the benefit of investors and
politicians construction projects, engineers and citizens, construction is a
trademark of the place that requires images created by Multimedia, urban
projects, city life, historical buildings, general shape of the city, signature Famous
architects (Rehan-2013:p.3). In order to build an effective place brand, the
potential and resources in the place must be fully researched. Thus, the concept
of historical preservation is close to the brand discourses of the place in that; they
share the idea that they are sufficiently utilized in the place to achieve future
goals. (Kim-2014:p.74), Thus, an effective place brand can be created from the
inherent identity of the place and thus can be represented by the historical
heritage. Accordingly, to manage and enhance the branding of the place it is
necessary to preserve the history integrated with the branding endeavors of the
place, moreover, the heritage preservation contributes to the creation of a
diversified urban fabric It attracts a large number of talented people and diverse
families and works to add vitality to the place(kim-2014:p.79) .
Table 2
Urban design Strategies of place branding
Author
Main strategies
Indicator
Prilenska
Creative city
breaks old ideas and towards a city that appears
more innovative and technological Superior,
which makes it more attractive to talented
individuals as it possesses technology, talent.
Experience city
The development of these cities is the result of
their size, location, history, and ownership
Possibility, and include place-related experiences
such as events and activities Sports, artistic,
cultural and specialized services such as
restaurants, centers, theaters, exhibitions,
AL-Hinkawi & zedan
Tourist city
This stratiges has a role in promoting the city by
12221
emphasizing its possession of a particular
symbol, feature, or prominent element, and the
role of the city’s image rooted in minds in
generating a unique sense of place and identities.
Differentiation
pointed out the values and emotions that the city
symbolizes as essential elements of
differentiation strategies.
AL-Raouf
Nation branding
strategies
The ability to attract important events and actors
with a global impact, hosting artistic, sports and
cultural events that deepen the idea of
communication
The search for the natural, cultural and human
distinction of the city
Urban and
architecture
branding strategies
Employing the architectural and urban assets.
The urban physical heritage of the city is
considered an essential tool for marketing
Formulating a brand with historical tributaries
and future ambitions
Rehan
Urban brand
strategies
Media-generated image
Urban branding project
Brand city life
Signature architecture
Historic building
City form (modern street , libraries ,museum,
landmark ,public space, park)
Case studies
Cairo, Egypt
Greater Cairo, the land of the Pharos, Copts, Fatimid kingdom, and the inception
of modernized Arabia. This great land of marvelous history is unique in every
aspect, yet it gradually kept falling out of favor for the past two decades. Yet with
every city that faced such challenge for the past 5 decades, role and components
of city branding as a force of empowerment to failing cities; a hope for cities to
compete once again. (Abedelwahab-2018:p.2). In order to achieve the brand of the
city of Cairo, three basic criteria must be adopted: urban planning, architecture,
marketing and visual marketing) Abedelwahab -2019:p.34).Bassem indicated that
strategies have been adopted to develop a brand for the city of Cairo, which are
divided into two groups: the first urban branding element as( media -generated
image, signature architecture ,branding urban project, city form, historical
building, brand city life). the second is nation branding elements through
egyption campaign as (tourism, people, culture, governance, exports, immigration,
quality of life) (Bassem-2019:p.10).
12222
Fig.1. Urban branding elements in Egypt
12223
Doha, Qatar
Qatar set up a series of plans in an aim to promote the country as a high-quality
leading leisure, business, sport, education and cultural destination in the global
marketplace. Qatar, through its long term strategy and mainly through its Master
Plan and its National Vision 2030, is trying not only to place its capital city,
already renowned for its international influence in the political, business and
cultural arenas, on the international tourism map, but also aims to transform
Qatar into an advanced country by 2030 mainly (hazime-2011:p.4739). Al-Raouf
suggested the following brnding strategies in Doha:
• Doha as a Sports Capital of the Middle East, One of the most prominent
projects to prepare Qatar to cement its position as the sports capital of the
Middle East is The Aspire Zone: A New Concept for an Urban Community
Park where Sports.
• Emerging Knowledge-based Urbanism, Architecture, urbanism and
planning are used is the outcome of Qatar’s urban planning department
and its focus group envisioning Qatar National Master Plan (QNMP). The
main pillars of the framework suggest a new form of urbanism for Qatar
articulated around planning for sustainable growth, compacted settlements,
transit oriented urban development, walkability, mixed use urban centers
and positive public realm.
• Cultural Tourism in Qatar: From Marginalized to Centralized Economic
Pillar, Qatar sought to attract visitors, its tourism policy was carefully and
strategically crafted to preserve local culture and prevent environmental
degradation.(al-Raouf-2019:p.13)
Fig. 2. The Master Plan of Education City in Middle The Heart of Doha
Fig. 3. The sports capital of the East is The Aspire Zone
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Abu-Dhabi
When it comes to the international trend towards urban brands, Abu Dhabi has
developed its own brand marketing strategies aiming to achieve great value
among other countries around the world, envisioning the essence of ambition
Emirate leadership. The emirate of Abu Dhabi’s branding strategies evolved
around many aspects of urban branding; such as sustainability performance,
innovations, tourism and the cultural perspective (AlOwais-2019:p.59-60) Hazime
refer to achieved branding through strategies :
• the variety of economic activities, broadening the economic base and
expanding in and out
• Fostering competitiveness; improving productivity; maximizing the
participation of women, attracting the best skills from out
• Stimulating rapid economic growth in the regional areas
• Importing and applying ‘best practices’ from out
• Developing human resources focusing on infrastructures, transport and ITC
• Improving human capital through education, training and other methods
Expansion of a number of strategic economic sectors: Energy, , metals, aviation,
aerospace, pharmaceuticals, tourism, healthcare equipment and services,
transportation, trade and logistics, education, media, financial services, and
telecommunication.( (hazime-2011:p.4736).
Fig. 4. Urban branding strategies: saadiyat city and Masdar
Istanbul, Turkey
Istanbul, the biggest and the most densely populated also the best-known city of
Turkey. It has been the capital for Roman Empire and the Ottoman Empire and
kept the power to rule for centuries. As well as its location, the city is also
considered for its beauty. The Bosporus gives a unique identity to the city; it is
also one of the biggest metropolis in the world. The old city is on the European
side of Istanbul and located on a peninsula. Istanbul is the meeting point of Asia
and Europe (Yumrukaya&Bulut-201:p.141).the strategies branding in Istanbul
has three phases included: first Self-Orientalism: Marketing Istanbul in the
National Context, second A Coherent City Brand: Istanbul, the City of Religions,
12225
third , The Multi-Faceted City(This new branding strategy introduces Istanbul as
a ‘cool city’ with various themes that apply to multiple tastes and new themes
such as ‘urban creativity and design’ ‘competitiveness of the city’ and ‘urban way
of life’ emerged.(uysal -2017:p.119). The long-term urban vision of Istanbul has
now evolved from industrial production to service sector and especially to
tourism. It means that branding strategies for Istanbul which are planned to
develop, as a tourism city should also be clarified within the tourism framework.
The tools taken into consideration in Istanbul’s branding process are asserted
below:
• Tourism variability and geographic wideness
• Originality and character
• Interaction and communication(Continuity, Consistency with the country’s
image, Memorability, Differentiation, Persuasiveness , Corresponding to the
target group, Effective motto)
• Global effect
• Strong infrastructure and high quality of life
• The spirit of city
• The symbol attributed to the city(oguztimur-2017:p.149)
Table 3
The place branding strategies in case studies (selected examples)
Case study
Place branding strategies
Sub theme
Cairo ,Egypt
urban planning, architecture,
marketing and visual
marketing:
media -generated image ,signature
architecture ,branding urban project
,city form , historical building ,brand
city life
urban branding element
Nation branding elements
tourism ,people ,culture ,governance
,exports, immigration, quality of life
Doha, Qatar
Urban branding projects
most prominent projects to prepare
Qatar to cement its position as the
sports capital of the Middle East
Historical building
Cultural Tourism in Qatar
City form
New form of urbanism for Qatar
articulated around planning for
sustainable growth, compacted
settlements, transit oriented urban
development, walkability, mixed use
urban centers and positive public
realm.
ABU-DHABI
Creative city
economic activities, Fostering
competitiveness, Attracting the best
skills from abroad, Importing and
applying ‘best practices’ from abroad,
Developing domestic resources,
Improving human capital, Expansion
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Urban branding
of a number of strategic economic
sectors
Masdar city (sustainable )
Saadiyat island(culture distract)
ISTANBUL, TURKEY
Self-Orientalism
Tourism variability and geographic
wideness
Coherent City Brand
The Multi-Faceted City
Originality and character
Interaction and communication
Global effect
Strong infrastructure and high
quality of life
The spirit of city
The symbol attributed to the city
Discussion and Conclusion
The development of the brand concept of the city enhances its competitiveness
and thus achieves development on the economic, social and cultural level. The
brand of the place is based on the characteristics of the place and the values
rooted in the basic facts of the place. Therefore, the effectiveness of the brand of
the place is achieved by being rooted in the identity of the place and linked to the
historical and cultural aspect of the place and the future of the city, and thus it is
linked to the identity of the place and works to strengthen it. The brand of the
place focuses on the distinction and uniqueness of the place and works to
highlight the unique character of the place and it must stem from the resources
and potentials of the place and reflect its identity in order to achieve its
effectiveness and success. The concept of branding for the place and the identity
of the place are similar in highlighting the unique and original character of the
city and distinguishing the place and in achieving future goals for the city, the
successful and effective branding of the place is close to the concept of the
identity of the place. Through the analysis of the selected case study, the research
arrives at the various urban design strategies in achieving the place branding and
the mechanism of its application with the possibility of implementing it in some
Iraqi cities because of its latent spatial potential and the possibility of release it in
achieving a brand for the place that achieves competitiveness and sustainable
urban development, which in turn works in strengthening or shaping place
identity.
12227
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