Branding as an identity of place in contemporary cities

Narjis Hussain Ali; Saba J. Neamah Al-Khafaji

doi:10.53730/ijhs.v6nS3.9137

Authors

Narjis Hussain Ali
nararch84@mtu.edu.iq
Department of architecture-College of Engineering University of Baghdad
Saba J. Neamah Al-Khafaji Department of architecture-College of Engineering University of Baghdad

Keywords:

place, identity, place branding, branding elements, place branding strategies

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.

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