City Branding

Abstract:  This paper presents an argument for considering issues of class in analyses of communicative planning projects. In these projects, class interests tend to be obscured by the contemporary preoccupation with the class-ambiguous category of “community”. Through a case study of a project of urban redevelopment at King's Cross in London, we conceptualize and map class interests in an urban redevelopment project. Three aspects of the planning process that contain clear class effects are looked at: the amount of office space, the flexibility of plans, and the appropriation of the urban environment as exchange or use value. These aspects structure the urban redevelopment but are external to the communicative planning process. The opposition to the redevelopment has in the planning discourse been articulated as “community”-based rather than in class-sensitive terms. We finally present three strategies for reinserting issues of class into planning theory and practice.

This paper focuses on challenges to the protection of industrial heritage in Europe. While technical monuments such as mines are being protected and even achieve high status, there is considerably less interest in engaging with other elements of the industrial past, such as workers’ housing or the history of the labour movement. This leads to the paradoxical effect of preserving industrial landscapes without workers, which prompts the question of what exactly is meant by industrial heritage. I argue that the reasons for that are diverse and include: a) ambiguity regarding protected values, b) city branding, c) isolation of industrial past, d) unclear meaning of de/industrialization. It only addresses those challenges that the industrial monuments and industrial past can become a true heritage.

Ballester, Patrice, (2017), Rapport pour la mairie de Toulouse, So Toulouse agence attractive, pour le dossier de candidature de Toulouse métropole à l'organisation d'un grand Forum thématique et de détours -flâneries lors de l'Exposition universelle du Grand Paris 2025 Vade-mecum pour la rédaction du dossier de la candidature toulousaine, So Toulouse, Toulouseatout, 74 p.

D’une histoire urbaine mondiale à une histoire urbaine locale.
Les expositions universelles et leurs fonctions, du global au local.
Une géographie de la mondialisation

Curieusement, rarement et étonnamment, les relations étroites entre la pratique des expositions universelles du milieu du XIXe siècle jusqu’à nos jours et l’histoire urbaine des villes hôtes n’ont pas fait l’objet de changement d’échelle et de critique historiographique et géographique au plan des apports et des correspondances entre une histoire urbaine locale et une histoire urbaine mondiale. Le réceptacle que sont les expositions universelles nous offre un formidable champ d’investigation pour comprendre les sociétés urbains dans leurs grands traits, mais aussi dans leur capacité à innover, proposer et s’exposer pour des raisons de progrès et de vivre ensemble. Généralement, l’histoire urbaine à pour champ  principal l’étude de l’organisation des villes et les différentes évolutions sociétales  qu’elle connaît. Une multitude de monographies locales sont réalisées à travers le monde et pourtant, avec les expositions universelles on peut dresser un portrait de ville tant historique que géographique permettant de mieux comprendre les adaptations du monde urbain aux effets de la mondialisation et de ses différentes phases.
De plus, les expositions répondent aux autres expositions, elles deviennent une longue chaîne tout en s’influençant et proposant des raccourcis, des amplification ou d’étonnantes similitudes, ce qui d’un côté nous amène à observer une uniformisation des pratiques, mais aussi des différenciations qui s’appuient sur les identités locales tout en rapprochant les formes urbaines créées pour l’occasion.
A travers ce travail de recherche sur les expositions universelles et l’importance de son rattachement à l’histoire et géographie de la métropole de Toulouse, deux histoires, deux géographies en parallèle s’entrecroisent, se répondent et expliquent en partie pour les grandes métropoles les effets de la mondialisation des cultures, des savoirs, des techniques et des modes de vie.
D’une histoire urbaine mondiale à une histoire urbaine locale.

Les expositions universelles et leurs fonctions, du global au local.

Une géographie de la mondialisation

Curieusement, rarement et étonnamment, les relations étroites entre la pratique des expositions universelles du milieu du XIXe siècle jusqu’à nos jours et l’histoire urbaine des villes hôtes n’ont pas fait l’objet de changement d’échelle et de critique historiographique et géographique au plan des apports et des correspondances entre une histoire urbaine locale et une histoire urbaine mondiale. Le réceptacle que sont les expositions universelles nous offre un formidable champ d’investigation pour comprendre les sociétés urbains dans leurs grands traits, mais aussi dans leur capacité à innover, proposer et s’exposer pour des raisons de progrès et de vivre ensemble. Généralement, l’histoire urbaine à pour champ  principal l’étude de l’organisation des villes et les différentes évolutions sociétales  qu’elle connaît. Une multitude de monographies locales sont réalisées à travers le monde et pourtant, avec les expositions universelles on peut dresser un portrait de ville tant historique que géographique permettant de mieux comprendre les adaptations du monde urbain aux effets de la mondialisation et de ses différentes phases.
De plus, les expositions répondent aux autres expositions, elles deviennent une longue chaîne tout en s’influençant et proposant des raccourcis, des amplification ou d’étonnantes similitudes, ce qui d’un côté nous amène à observer une uniformisation des pratiques, mais aussi des différenciations qui s’appuient sur les identités locales tout en rapprochant les formes urbaines créées pour l’occasion.
A travers ce travail de recherche sur les expositions universelles et l’importance de son rattachement à l’histoire et géographie de la métropole de Toulouse, deux histoires, deux géographies en parallèle s’entrecroisent, se répondent et expliquent en partie pour les grandes métropoles les effets de la mondialisation des cultures, des savoirs, des techniques et des modes de vie.

From a world urban history to a local urban history.
The World Fairs and their functions, global to local
A geography of the globalization

Curiously, rarely and strangely, the narrow relations between the practice of the World Fairs  (World expo) of the middle of the XIXth century until our days and the urban history of cities hosts were not the object of change of scale and of historiographical and geographical criticism in the plan of the contributions and of the correspondences between a local urban history and a world urban history.
The receptacle that are the World Fairs (World expo) offers us a great field of investigation to understand the urban societies in their big features, but also in their capacity to be innovated, to propose and to expose for reasons of progress and to live together. Generally, the urban history in for main field the study of the organization of cities and the various societal evolutions which she (it) knows. A multitude of local monographs is worldwide realized and nevertheless, with the World Fairs we can raise city portrait so historic as geographical allowing to understand better the adaptations of the urban world to the effects of the globalization and its various phases.
De una historia urbana global a una historia urbana local.
Exposiciones universales y sus funciones, desde lo global a lo local.
Una geografía de la globalización

Curiosamente, rara vez objeto y, sorprendentemente, la estrecha relación entre la práctica de las exposiciones universales de mediados del siglo XIX hasta la actualidad y la historia urbana de las ciudades anfitrionas no han estado reduciendo historiográfico y crítico y geográfico en términos de contribuciones y conexiones entre una historia urbana local y una historia urbana mundial. El receptáculo que es la muestra universal nos ofrece un formidable campo de investigación para entender las sociedades urbanas en sus características principales, pero también en su capacidad de innovar, proponer y exponerse por razones de progreso y de convivencia. En general, la historia urbana tiene como campo principal el estudio de la organización de las ciudades y las diversas evoluciones sociales que conoce. Una multitud de monografías locales se producen en todo el mundo y, sin embargo, con las exposiciones universales se puede dibujar un retrato de la ciudad histórica y geográfica para comprender mejor las adaptaciones del mundo urbano a los efectos de la globalización y sus diversas fases.
Además, las exposiciones responden a otras exposiciones, se convierten en una cadena larga al tiempo que influyen y ofrecen accesos directos, amplificación o similitudes sorprendentes, lo que por un lado nos lleva a observar una estandarización de prácticas, pero también diferenciaciones que se basan en identidades locales al unir formas urbanas creadas para la ocasión.
A través de este trabajo de investigación sobre exposiciones universales y la importancia de su conexión con la historia y la geografía de la metrópoli de Toulouse, dos historias, dos geografías en paralelo se entrelazan, responden y explican, en parte, a las principales ciudades los efectos de la globalización de las culturas, los conocimientos, las técnicas y las formas de vida.

In today’s globalisation, countries compete with each other in the same manner as the multinational corporations do. Recently, the term ‘nation-brand’ has appeared, together with a nation-brand index that tracks how a particular country's reputation responds to activities, promotions and events at home and around the world. Countries, like corporations and products have brand values and reputations. These ‘branding’ factors are analogous to identity formulation on a national and personal level. For example, visual motifs and icons have a dramatic impact on how successful that country is in attracting tourists, foreign investment, capital, talent, cultural relations and political allies. Such manifestations of identity are vital to the marketing of products and services abroad. In order for a country to develop itself as a competitive nation-brand, it needs to have a strong national identity. The paper will argue that in a same manner as the corporate identity, the national identity serves as a foundation on which the ‘brand image’ is built. The brand’s image is a representation of the brand’s culture (in this case the nation’s culture); therefore, how the image is formed and what kind of form it takes should be of concern to the government, the industry and the local communities. For that reason, strong interdisciplinary partnerships need to be established, as only then the communication of the country’s image can bring success in the above-mentioned areas of interest.

A historiographic and interpretative methodology will be used to present the analogous case of corporate and national identity formulation.  The current political situation in Macedonia will be used to exemplify the argument. This paper will address the subtheme ‘Identities/Subjectivities’ for the conference and will engage with activities in the boundaries of corporational-ism and nationalism.

Global experience of designing the urban environment based on the city brand concept is analyzed in the article. Examples of the city brand visual representation are considered. Examples when the color is the main city brand concept. Experimental design results of the urban environment, made on the basis of the city brand are shown.

The importance of one’s identity is the absolute essence of his or her existence. The same stands true when it comes to any space irrespective of its scale. Cities are created by humans, and exactly where the diversity originates from. Every individual is different, and a city is outcome of the same. This basic fundamental is now put to threat by the new age of globalization. The real souvenir is the image we carry form a city. When the same image relates to maximum population consistently, a city brand is created. The author attempts to establish relation between the image of the city, city brand and planning parameters. The paper discusses certain observations, where the city plan influences the image of the city and vis-à-vis. Aim of the study is to identify the planning parameters that are responsible for building the city brand for two tier cities in Maharashtra, India. Paper discusses about the current scenario of cities, their strengths which can be nurtured to develop the city brand. Method used for research is qualitative which includes public opinions and perceptions. Expected outcome shall identify the parameters and how that can be used in defining policies in building the city brand.

The paper examines the ideological underpinning and the level of persuasion and authenticity of the architectural upheaval in Skopje, accentuating the annihilation of the socialist period spent within Yugoslavia and the inclusion of a single dominant ethnicity. The paper is the first to suggest the co-branding of the city and nation brand, where attribute associations are transferred from the city brand to the nation brand and back. The paper contributes to the academic codification of the concept of rebranding.

Cities throughout Europe are increasingly importing the concept and techniques of product branding for use within place marketing, in pursuit of wider urban management goals, especially within the new conditions created by European integration. However, there is as yet little consensus about the nature of city branding, let alone its role in public sector urban planning and management. This exploratory paper will first, use contemporary developments in marketing theory and practice to suggest how product branding can be transformed into city branding as a powerful image-building strategy, with significant relevance to the contemporary city. Second, it will define city branding, as it is being currently understood by city administrators and critically examine its contemporary use so that a framework for an effective place branding strategy can be constructed.

This research investigates the current Identification and Branding System of Egypt’s Governorates. It discusses the core elements of each governorate and how it is branded. The research reviewes the historical branding of Egypt as a nation as well as the different comparative case studies of United Arab Emirates, Switzerland, South Korea and Turkey. There are also different design principles that are discussed through the research, which should be applied when designing such an identification system for a governorate or a city.

Discussion on the distinctions between brand management in the corporate vs. the public sphere; the question of how image and identity are managed by elected governments in a democratic nation vs. appointed or self-appointed management in an essentially "tyrannical" commercial corporation.

This study develops an approach to measure the potential of public parks as a theme of resource for city branding. Brand potential connects with place brand equity, where familiarity, favourability and uniqueness are the three basic elements. This paper reveals the weak familiarity and favourability of the city brand especially expressed by locals and potential visitors. In Hong Kong, Marine Parks and the Geopark have a strong level of uniqueness, which indicates their potential to be distinctive attractions for green branding though perceptual divergence causes obstacles in realizing that potential.

The article discusses the problem for city destination branding and for this reason the first article part discusses the different views about brand identity and how the local population’s opinion and attitude fits to the branding concept. The analytical part of the paper is based on primary data from a survey with the local people and visitors’ sample about the awareness and advertising campaign for the Burgas festival “Include the city” and the festival’s contribution to the brand image of Burgas as festival destination. The last part of the paper contains methodological directions for such kind of surveys and suggestions about necessary organizational steps and marketing activities in the process of city brand building and strengthening.

Dissertation project - Valencia Legible City, A wayfinding study by Francesca Danesi
Eva Alvarez Isidro - Professor Tutor - UPV Universidad Politecnica de Valencia

Dissertation developed during my interniship in CItyID a Bristol based studio. This project has been submitted as part of the ReCity Erasmus Mundus Master Course in City Regeneration. Università degli studi Mediterranea di Reggio Calabria, Ecole Nationale Supérieure d’Architecture de Paris La Villette, Universitat Politècnica de Valencia

City branding is regarded as a comparatively new field: although it has been dealt with in practice for a long time, scientific literature is only catching up with it nowadays. Several models have appeared in the past years which state that a city can be interpreted and developed as a brand. This article presents the 4P, 5P, 6P, 7P and 8P models briefly, and discusses their advantages and disadvantages. We may easily think that it is all about just one model, the famous 4P, that is, marketing mix with its extensions. However, as we will see later, the notions behind the letters P are often very different; therefore, 5 completely different approaches will be discussed.

This paper examines the theory of brand and branding in practice using the city of Dundee as a case study. Specifically, the general theory of brand and branding and the specific theories of place and city branding are analyzed and implemented in relation to Dundee's rebranding process with a focus on its cultural dimension. It is worth mentioning that although place branding was not applied successfully in the Dundee case, the city branding succeeded. The paper concludes that brands and branding are useful marketing tools but difficult to be understood and applied in practice. In addition, the successful branding implementation process is related to the examination of specific aspects of places/cities, such as the cultural aspect.

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 (Trading Economics, 2017). Yet with every city that faced such challenge for the past 5 decades, a hope has risen. This research discusses the role and components of city branding as a force of empowerment to failing cities; a hope for cities to compete once again. The thesis also examines the reasons behind Greater Cairo falling out of favor and the current brand image of the metropolis. The paper also discusses the possibility of creating a successful city brand of Greater Cairo through examining and applying some of the methods used in strong city brands. The research then discusses the proposed city branding campaign and the elements that might be used in creating a better image for metropolitan Cairo.

This paper connects the existence of green resources such as parks and green spaces with the concept of city branding. This idea contributes to the establishment of a city brand and can be the catalyst needed to achieve city sustainability because 'green branding' demonstrates the multi-dimensional benefits of green resources to both local and international audiences. Using Hong Kong as a case study, green resource branding was viewed by stakeholders through a familiarity-favourability analysis, and the level of uniqueness of the key park resources in the city examined. The results of an online questionnaire survey showed low levels of both familiarity and favourability toward the current city brand of Hong Kong by both local and non-local respondents. In particular, the perceived brand was identified as falling into the challenging zone. However, respondents believed some park resources are unique. The perceived uniqueness and types of park were found to be associated, especially for the non-local group who possesses an holistic impression of these parks. To realize the branding of Hong Kong as green, the branding authority must clearly understand the process of branding, identify the authentic brand essence of the resources, and coordinate the relevant stakeholders proactively, instead of focusing solely on marketing campaigns and logos. Based on the observations and analysis, some recommendations are suggested for the city branding authority.

Numbers of students  participating in Erasmus Exchange Programme are constantly increasing. Although the  motives associated with this  programme have been studied extensively,  relatively little is known about academic attractiveness of a host country. The purpose of this paper was identified indicators which have statistical influence on a number  of  students coming to Poland for Erasmus Programme. To find a theoretical explanation of the factor  that makes Poland academically attractive, statistical data analysis was conducted. The findings have implications for those who are responsible for creating the exchange programme and for policy-makers involved in higher education process.

This is the book review published in the International Journal of Iberian Studies. To cite this review:

Calzada, I. (2020) [Review of the book Smart City Barcelona: The Catalan Quest to Improve Future Urban Living, by A. Vives]. International Journal of Iberian Studies 33(1): 103-104. DOI: 10.1386/ijis_00018_5.

To access the review:
https://www.ingentaconnect.com/content/intellect/ijis/2020/00000033/00000001/art00012

Within the context of enormous competition on the international tourist market, destination branding is getting an increasing importance as a way to attract more tourists and visitors. There is an overall trend away from product features towards lifestyle or value systems which reveals that the consumer of today makes choices based on whether or not a product fits into her or his lifestyle and whether a destination represents a desirable tourist experience. After theoretical literature review on brand identity, the results of a festival visitors' opinion survey about " Include the city " festival's contribution to the brand identity of Burgas city are discussed. The survey methodology includes descriptive statistics, Z-score method in order to classify in groups visitor's opinion as well as content analysis of visitors' opinion. Three research hypotheses are checked and suggestions about the festival's marketing contribution in three aspects to the brand identity extension of urban destination Burgas are presented.

This thesis is about the making of a power plant. It sheds light on how neoliberal ideas shape large public investments in sustainable energy infrastructure. It tells the story of how the City of Copenhagen decided to build what was claimed to be the greenest waste-fired power plant in the world: Copenhill. The plant was to have a ski slope at the rooftop and a chimney puffing smoke-rings. However, conflicting urban visions and rationalities led to a year-long crisis in the project’s planning phase. In the end, Copenhill was built over capacity, which today makes it difficult to match budget and costs. I combined information from internal municipal documents, interviews with decision makers and informal corridor talk to identify the driving forces behind the outcome of the crisis, and the contradictions and complexities of the case. I found that the crisis had roots in the way the public energy company ARC began to act like a private firm, with an entrepreneurial vision. ARC adopted an expansionist growth plan to build a large power plant with iconic architecture. The Copenhill project attracted local politicians wishing to brand Copenhagen as a green world city. However, the city’s Technical and Environmental Administration (TEA) was guided by a managerial vision with a strong sustainability focus. TEA’s analysis showed that there would not be enough garbage in the city to power the over-sized plant. Consequences for economy and environment were seen as potentially disastrous. Supported by city council and government, TEA tried to stop Copenhill. The clash between the two different urban visions led to the formation of two opposing coalitions with each their own rationality. The contradictions between growth rationality and green rationality caused the Copenhill Crisis. The direct intervention of the power élite in support of a growth solution short-circuited the norms of transparent public decision-making. Bowing to political pressure, TEA produced new documents saying that Copenhill would be great for economy and climate. Dark planning practices led to an outcome that was presented as a compromise between green and growth strategies. It was in fact a pure growth solution, wrapped in green arguments that were not rational. The case study supports a key proposition in theory on the dark side of planning: that rationality is context dependent and that the context of rationality is power. The case study adds insights to theory by showing the ways neoliberal thought merges with existing socio-economic conditions in space and time, specifically within a Nordic welfare-state context. It shows how public energy companies can face challenges, not only from neoliberal-driven privatization attempts, but also from internal neoliberal dogma. The case study reaffirms the strength of a Flyvbjergian approach to understand the effects of hidden power mechanisms on planning of public energy infrastructure.

Alberto Vanolo, City Branding. The Ghostly Politics of Representation in Globalising Cities, Routledge, New York and London, 2017

The file includes cover, table of contents and chapter 1 (manuscript)

Book abstract
Since the 1990s, city branding has become a key factor in urban development policies. Cities all over the world take specific actions to manipulate the imagery and the perceptions of places, both in the eyes of the inhabitants and in those of potential tourists, investors, users and consumers.
City Branding: The Ghostly Politics of Representation in Globalising Cities explores different sides of place branding policies. The construction and the manipulation of urban images triggers a complex politics of representation, modifying the visibility and the invisibility of spaces, subjects, problems and discourses. In this sense, urban branding is not an innocent tool; this book aims to investigate and reflect on the ideas of urban life, the political unconscious, the affective geographies and the imaginaries of power constructed and reproduced through urban branding.

Spis treści:
JEDNOSTKI SAMORZĄDU  TERYTORIALNEGO  JAKO PODMIOTY RYNKOWE
ISTOTA KOMUNIKACJI MARKETINGOWEJ  JEDNOSTEK SAMORZĄDU TERYTORIALNEGO
ORIENTACJA RYNKOWA  PODKARPACKICH JEDNOSTEK  SAMORZĄDU TERYTORIALNEGO
DZIAŁALNOŚĆ REKLAMOWA
RELACJE Z MEDIAMI
INTERNET
SYSTEM IDENTYFIKACJI WIZUALNEJ
KOMUNIKACJA WEWNĘTRZNA
RELACJE Z MIESZKAŃCAMI
WIZERUNEK ZEWNĘTRZNY – POZOSTAŁE NARZĘDZIA WPŁYWU

(European Architectural History Network) The paper discusses how the concept of " heritage " has been employed in interpretations of the Soviet architectural legacy in the Belarusian capital Minsk, producing competing geopolitical narratives of Belarusian national development. The logic of Soviet cultural heritage-making in Belarus has been underpinned by the overlapping aims and intentions of various different actors. The paper aims to explore the correlation between professional architectural discourses on the status of the Soviet architectural legacy and strategies for the appropriation of the Soviet past in the official politics of Belarus. In the post-independence period, the professional architectural discourse reassessing the Soviet architectural legacy of Minsk so far as heritage was concerned concentrated on the aesthetic value of Soviet architecture in Minsk, but it relied implicitly upon the perception that the postwar reconstruction period in Belarus had been a " golden age " for Belarusians. While there have been recent attempts of re-framing the cultural artefacts representing socialist realism in terms of " heritage " in countries of Eastern and Central Europe. In marked contrast to the case of Belarus, however, not one of these countries sought to combine this international symbolic capital of the socialist legacy with the status of " national heritage " .

Migration is predominantly directed towards cities that have been facing a highly competitive global environment within
the last 30 years of globalisation. Against the background of economic restructuring, cities are looking for new forms
of city branding. In this process, ethno-cultural diversity is increasingly regarded as an asset, leading to the branding
of migrant neighbourhoods, especially those characterised by migrant economies. These agglomerations of shops,
cafés and restaurants provide places of leisure and consumption for cosmopolitan urbanites. This paper shows how
Berlin’s municipal politicians failed in staging ‘Chinatowns’ and ‘Asiatowns’ as ethnically branded commercial districts
and argues that the Vietnamese migrants who are primarily addressed by these projects are not readily marketable by
a city-branding approach. The assumed common identity of Asian migrants in Berlin and the city’s top-down municipal
approach contradict the structures of the heterogeneous group of Vietnamese residents. This paper traces Berlin’s
transition from a reactive to a proactive approach in the marketing of ethno-cultural diversity. My approach is to embed
the Dong Xuan Centre in Berlin-Lichtenberg, a Vietnamese-run wholesale centre that was founded through Vietnamese
agency, in the local discourse on Asia- and Chinatowns. The study shows that the centre’s management appears to be
an active agent in the branding process of the project, modelling itself after the global brand of ‘Chinatown’. However,
the centre’s vision of a place of cultural life and trade contradicts German planning laws, a conflict that has led to
ongoing negotiations between the centre’s management and the district government, thereby hindering its branding.

Urban identity includes the city's geographical, economic, social, physical characteristics and the political structure which depends on; on the other hand, it is also an important concept to covering cultural and historical heritage and any future prospects for the city. Among the physical representations of urban identity, architectural structure becomes first. The historic buildings that have reached the present day, they mirror the past not only of the city but also of the people of the city and they provide hints to understand and interpret all the changes and developments that have been made. In this way, the relation of architecture and urban identity, gains a human dimension. Hence, acceptability of new buildings to be built; as much as the city's ancient physical heritage, its harmony with its cultural and historical heritage; by the fact that the people living in the city can address the spirituality. It is possible to follow the traces of this spirituality in the reactive approaches to contemporary interior and façade designs in the universal dimension, built without emulation of the past. However, when viewed from today's perspective, it is now clear that historical structures, which are now cultural treasures, have iconic qualities for their periods. In this study, cities that are changing due to globalization supporting multiculturalism, and the influence of modern architecture; besides their identities that are tried to gain international dimension will be discussed. In this process, the impact of branding on the urban economy and the various design examples from World is also involved in the study.

Branding architectural products and promoting iconic buildings in the current era has turned from a "fashion" into a crucial demand. This observation can be traced back from the mid twentieth century, with the very first rise of "Iconic Buildings" and "Starchitects", who by time promoted their architecture outcome as a brand of its own. Examples of those cases are well-known, with the rise of Frank Ghery, Zaha Hadid and the emergence of buildings which added icons to their cities such as Pompidou Centre in Par-is, Sydney Opera House among others. The competition transformed into the scale of entire cities with the most notable example of Dubai, which for consecutive issues of famous architectural periodicals was the cover debate for the highest, largest and most sophisticated buildings in the world, thus, forcing its new position as a brand of its own solely via architecture branding. Amid this competitive momentum, the use of architectural branding to promote development in Egypt needs to be critically addressed. Is architecture awareness present to create architecture in new projects which being significant enough forms a brand of its own? Branding Architecture in Egypt should strategically promote Heritage, investment opportunities, as well as in New Communities/Settlements; by deploying architecture which combines; quality, distinction (landmarks) and "timeless" character. This debate will be addressed in the paper using a methodology which first discusses the literature review related to architecture branding, followed by an analysis of selected International examples, for cities which positioned itself on the world architectural map. Then, recent quality projects developed in Egypt will be analyzed. This will help in pinpointing the assets which can be capitalized upon in the Branding of new architectural products in Egypt.

Kota Mojokerto merupakan salah satu kota kecil dengan penduduk padat yang berada di provinsi Jawa Timur. City brand ‘Kota Onde-Onde’ yang dipakai oleh Kota Mojokerto, diciptakan melalui sisi sejarah onde-onde yang pertama kali masuk ke Indonesia dari China sejak jaman Kerajaan Majapahit. Persepsi masyarakat terhadap sebuah kota dapat dijadikan sebagai acuan city branding untuk menghasilkan sebuah city brand bagi sebuah kota. Maka dari itu, persepsi masyarakat terhadap brand kota dimana mereka tinggal sangatlah perlu untuk diselaraskan agar tidak ada kesalahan persepsi terhadap city brand yang digunakan oleh pemerintah kota dengan city brand yang dipersepsi oleh masyarakat. City brand Kota Mojokerto sebagai ‘Kota Onde-Onde’ yang muncul karena sisi historical, membuat penulis ingin mengetahui bagaimana persepsi masyarakat Kota Mojokerto terhadap city brand Kota Mojokerto.Tujuan dilakukan penelitian ini adalah untuk mengetahui persepsi masyarakat Kota Mojokerto terhadap city brand Kota Mojokerto sebagai ‘Kota Onde-Onde’ pada saat ini.
Penelitian ini menggunakan konsep yang dikemukakan oleh Rangkuti (2004:3) mengenai enam tingkat pengertian brand. Penelitian ini menggunakan metode kualitatif dengan mengumpulkan data deskriptif berupa kata-kata tertulis atau lisan dari informan. Metode pengumpulan data yang digunakan dalam penelitian ini adalah wawancara semiterstruktur dan mengumpulkan data dokumentasi berupa foto-foto dengan menggunakan alat bantu kamera. Analisis data dalam penelitian ini dengan menguraikan, menginterpretasikan, dan mengambil kesimpulan dalam bentuk tulisan yang sistematis. Keabsahan data penelitian ini menggunakan teknik analisis triangulasi data.
Hasil penelitian ini menunjukkan bahwa masyarakat Kota Mojokerto mempersepsikan Kota Mojokerto adalah ‘Kota Onde-Onde’ dan menggunakan identitas tersebut dalam kehidupan sehari-hari. Masyarakat Kota Mojokerto menganggap dengan menggunakan city brand ‘Kota Onde-Onde’, masyarakat Kota Mojokerto lebih mudah menemukan pusat produksi onde-onde serta mampu menjadikan Kota Mojokerto dikenal luas. Masyarakat kota Mojokerto beranggapan jika city brand Kota Mojokerto sebagai ‘Kota Onde-Onde’ telah mewakili kebiasaan masyarakat Kota Mojokerto serta kebiasaan pemerintah Kota Mojokerto. Masyarakat Kota Mojokerto berpersepsi bahwa para wisatawan yang berkunjung ke Kota Mojokerto adalah para wisatawan  yang bertujuan untuk membeli onde-onde.

Le tourisme fait partie des sources historiques potentielles de croissance du Maroc et représente un enjeu pour le développement durable et la compétitivité socio-économique de ses destinations, notamment de la ville de Fès, réputée destination touristique à vocation culturelle. Le marketing territorial semble être un levier efficace pour développer une destination de tourisme touristique. L’objectif de cet article est de déterminer des axes de développement territorial pour la ville de Fès en s’inspirant de l’expérience réussie de la ville de Lyon en France. Nous nous sommes basé sur une étude benchamrking des deux territoires suivi d’une analyse SWOT de la ville de Fès, pour justifier la mise en œuvre d’une démarche de marketing territoriale lui permettant d’utiliser ses atouts différentiels et attirer les capitaux, les talents, les chercheurs, les cadres, les entrepreneurs et les touristes

Narayanganj, contributes to the economy, employment, and export earnings of Bangladesh. Its history, natural
endowments and strategic location have made it an important hub of all major knitwear, garments, and textile
industries. This profile of Narayanganj reveals that, despite its good business environment and being a top destination
for foreign and local investment, industrialisation has been both a boon and a bane. Population growth,
rapid urbanisation and industrialisation are major challenges causing environmental deterioration and skewed
land distribution, placing pressure on the social welfare of Narayanganj's residents. The newly formed city corporation
faces a lack of fiscal strength that retards the overall progress of the city. This study suggests that effective
monitoring of industrial activities and a comprehensive code of conduct/norms with fiscal strength to regulate
the industrial sector can mitigate present injustices to make Narayanganj a more desirable and liveable city.

In recent years, city branding has become a global trend. Cities all over the world are promoting themselves as desirable destinations to investors, tourists, and prospective residents. In their efforts to do so, many of them commission logo designs and captivating slogans, that feature on promotional websites and advertising campaigns in national and international media. While this concept aligns with the basic philosophy that is usually found in corporate branding, most of these cities fail to develop their brand to its full capacity. After all, cities are not products, and a distinct form of branding for cities is needed—one driven by ideology rather than marketing.

The following text has been published as a 5-part series by the Asia Pacific Design Library in their Design Online Blog.