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Urban branding as an effective sustainability tool in urban development

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Sustainability in the urban image is one of the most important strategies for sustainable urban design. Most of cities are trying to strengthen its visual image to achieve a sustainable urban image by integrating non physical elements such as culture, economic, social aspects and activities through some of new strategies. One of these strategies is urban branding strategy. Urban branding is a new approach toward urban development of sustainable cities. City branding, a novel aspect of urban communication, improves marketing of the city image in various ways by converting the visual image of the city into a brand image. Unique characteristics of the city are featured and a sustainable urban image is created. This paper will focus on city branding as a powerful image-building strategy. In this realm, the branding of Stuttgart, Germany, serves as a successful model of a branding strategy. Next, branding of the city of Port Said, Egypt, will be explored. The principal aim of this paper is to describe how cities become branded; how branding succeeds; and how a viable city image is created. This paper reviews the methods used to brand cities, and concludes by emphasizing the importance of urban branding in terms of sustainability.
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Urban branding as an effective sustainability tool
in urban development
Reeman Mohammed Rehan
*
Department of Architecture, Faculty of Engineering, Helwan University, Egypt
Received 14 August 2013; revised 11 November 2013; accepted 18 November 2013
KEYWORDS
Urban branding;
Sustainable urban image;
Visual city image;
Brand city image;
City branding strategies
Abstract Sustainability in the urban image is one of the most important strategies for sustainable
urban design. Most of cities are trying to strengthen its visual image to achieve a sustainable urban
image by integrating non physical elements such as culture, economic, social aspects and activities
through some of new strategies. One of these strategies is urban branding strategy.
Urban branding is a new approach toward urban development of sustainable cities. City brand-
ing, a novel aspect of urban communication, improves marketing of the city image in various ways
by converting the visual image of the city into a brand image. Unique characteristics of the city are
featured and a sustainable urban image is created. This paper will focus on city branding as a pow-
erful image-building strategy. In this realm, the branding of Stuttgart, Germany, serves as a success-
ful model of a branding strategy. Next, branding of the city of Port Said, Egypt, will be explored.
The principal aim of this paper is to describe how cities become branded; how branding succeeds;
and how a viable city image is created. This paper reviews the methods used to brand cities, and
concludes by emphasizing the importance of urban branding in terms of sustainability.
ª 2013 Production and hosting by Elsevier B.V. on behalf of Housing and Building National Research
Center.
Introduction
A good city image is a meaningful synthesis of activity and
structure. Image planning strategies have become essential
for cities that seek to thrive in the global economy. Such
branding often stresses unique aspects of city culture and cre-
ativity; attractive urban images are promoted.
In the West, experience dictates that city marketing in terms
of urban development, tourist destinations, cultural festivals,
entertainment events, and promotion of investment, can play
important roles in strategic planning of economic, urban, tour-
istic, and cultural development. The vision of branding is to
promote a city as an excellent venue in which to seek success.
The research problem
Traditional visual images no longer suffice to project a sustain-
able urban image. Non-physical factors affecting any urban
image play very important roles, and must be linked to visual
imagery to present a coherent city image.
*
Address: 41 Hamed Abd El-Azem st., Elharam, Giza, Egypt. Tel.:
+20 1064032713.
E-mail address: reeman_rehan@yahoo.com.
Peer review under responsibility of Housing and Building National
Research Center.
Production and hosting by Elsevier
HBRC Journal (2013) xxx, xxxxxx
Housing and Building National Research Center
HBRC Journal
http://ees.elsevier.com/hbrcj
Please cite this article in press as: R.M. Rehan, Urban branding as an effective sustainability tool in urban development, HBRC
Journal (2013), http://dx.doi.org/10.1016/j.hbrcj.2013.11.007
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In this paper, there are four principal questions:
(1) What is the utility of an urban image? Is a good urban
image the goal?
(2) Why is it necessary to create a brand image for a city or
to re-brand a city?
(3) How can a city brand image be created?
(4) Have cities succeeded in achieving a balance between
existing development, developmental plans, major pro-
jects, and urban branding. Does a ‘‘successful city
image’’ exist?
Research methodology
The paper explores the concept of urban branding from theo-
retical, analytical, and practical viewpoints; the desired end-
point is sustainability. It seeks to identify the basic features
of a viable urban branding strategy. Next, it analyzes how
the concept of ‘‘Stuttgart city’’ was developed; it explores the
theoretical approach toward city branding in that context.
Finally, in practical terms, it administered a questionnaire to
planners and designers to identify the stages by which an
Egyptian city (Port Said city); might be effectively branded
(Fig. 1).
Research objectives
The principal objective of this paper is to emphasize the role
plays by urban branding in city design and sustainability.
The secondary goals are:
To strengthen the economic value of the image of a city;
To improve the visual image of a city by reference to cul-
tural and economic activities;
To develop creative ways by which the city image might be
disseminated worldwide; to embrace the role of media in
this process;
To discuss how sustainable urban character might be
achieved;
To propose how to develop the visual impact of urban
development projects;
To create the suitable image facilitates sustainable
development.
Research hypothesis
Urban branding strategies can positively impact the ability of a
city to achieve desired economic, social, and cultural objec-
tives. Such branding can develop the visual image of a city
by integrating historical and cultural icons with modern urban
elements and new landmark buildings.
Urban branding as an approach to sustainable urban
development
A sustainable urban image
To understand the concept of a sustainable urban image, it is
first necessary to define visual image, urban image and sustain-
ability. First ‘‘visual image is legible, real and tangible’’ [1], ‘‘it
contains many elements, defined by Lynch as paths, edges, dis-
tricts, nodes, and landmarks’’ [2]. Then an urban image is an
attribute (or set of attributes) combined with special character-
istics that define the scope of a particular urban setting. These
include format interfaces, colors, the skyline and cultural con-
tent. Cultural and economic use of a venue can greatly affect
physical character. It is important to ask (and answer): ‘‘What
is the advantage of a good urban image, and should such an
image be sought?’’. On the other hand, sustainability embraces
social, economic, and cultural aspects of a developmental pro-
cess. In addition, ‘‘sustainability implies the protection of non-
renewable resources at an acceptable cost to benefit the society
and the state’’ [3].
‘‘Sustainability requires a comprehensive vision; it requires
multi-dimensional indicators to show the relationship between
economic, social and cultural aspects’’ [4]. ‘‘Sustainable devel-
opment implies development to meet the needs of current gen-
erations without negative impact on meeting the needs of
Practical study
Applied study on
Egyptian context
Port said city
Practical approach
City context
Conclusion
City
branding
Objectives of urban
branding
Urban
branding
Definition of
Elements of visual
image
Urban image
Brand image
Sustainable
urban
Theoretical study
Branding strategy
Analytical study
International case
study
1
Stuttgart city
Analytical approach
City context
(visual image)
Questionnaire for
designers &planners
City branding
2
Research Methodology
Fig. 1 Research methodology. Ref.: The researcher.
2 R.M. Rehan
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Journal (2013), http://dx.doi.org/10.1016/j.hbrcj.2013.11.007
future generations’’ [5]. To create a sustainable urban image it
is necessary to link the physical character of the built environ-
ment with the environmental, social, economic, and cultural
aspects of that environment. Urban branding integrates so-
cio-cultural, economic, and environmental themes into the
city. The cities of today evolve constantly and compete inten-
sely to project an attractive image. Cities first seek to strength-
en the visual image, and, next, to link that content to cultural
and economic activity.
Thus, this paper focuses on the concept of urban branding,
and defines the most important objectives of such branding. It
also explains how a city can create a brand image.
Definition of brand image
‘‘Brand image is the current view of the customers about a
brand. It signifies what the brand presently stands for. In addi-
tion, it is the overall impression in consumers’ mind that
formed from all sources’’ [6]. ‘‘Places get to be real brand only
when the visitors say these are distinctive as’’ [7]; ‘‘a brand is
originally a mark of identity’’ [8].
Definition of urban branding
‘‘As concerning urban branding of built environment intro-
duces a new language in the community of professionals that
works on urban design and the restructuring of neighbor-
hoods’’ [9]. The concept of urban branding is novel, and
may be defined as the process by which unique physical fea-
tures of the city are defined, and come to encapsulate the es-
sence of the place. ‘‘Moreover, urban branding is not only
limited to the promotion of a positive image of the city, but
it extends more, to change it into an urban experience’’ [3].
‘‘It is a process of differentiation and diversification whereby
local tourism organizations, arts and cultural facilities, muse-
ums, historic preservation groups harness and construct place
images, help producing tourist sites to attract consumers and
investment to a particular local area’’ [10]. ‘‘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’’ [3].
The objectives of urban branding
‘‘The main goals of urban branding are to reimaging a city, to
depend on place-based identities and understanding of a par-
ticular local culture’’ [6]. ‘‘Yet urban branding is more than
a strategic and rationalized form of place promotion and mar-
keting; It is about constructing and shaping an ‘‘urban imagi-
nary’’, which is understood to be a ‘‘historically based
ensemble of representations drawn from architecture and
street plans of the city, the art produced by its residents, and
the images of the city, heard, or read in the movies, on televi-
sion, in magazines, and other forms of mass media’’ [7]. Urban
branding aims to create a clear, unique, and consumer-
oriented version of the urban image that can ‘‘attract desirable
consumers and maximizing consumer spending’’ [10]. ‘‘Urban
branding therefore is geared to adapting, reshaping, and
manipulating images of the place to be desirable to the tar-
geted consumer’’ [8].
Therefore, Urban Branding aims mainly to:
(1) ‘‘Develop new ways of communicating city image to the
rest of the region, or to the world as a whole, which is
considered as media generated image’’ [3].
(2) Achieve competitive advantages regionally and
internationally.
(3) ‘‘Strengthen the reputation of the city and its corporate
identity that improves its economical importance’’ [3].
Urban branding strategies
‘‘The making of a good city image is a meaningful synthesis of
activity and structure. The use of image planning strategies has
become an essential need for cities in order to survive in the
global economy. Since successful brands give benefit beyond
the physical aspects of cities, there is a big desire to transfer
the visual image into a unique brand image through certain
strategies. There are different urban branding strategies that
could be developed based on diverse city development objec-
tives and visions, such as large scale urban projects, signed
architecture, events, media, etc’’ [3]. ‘‘Urban branding strate-
gies are not limited to the promotion of the city image, but
it extends more, to change it into an urban experience for
the interest of investors, politicians, real estate and construc-
tion projects, planners, architects, and other groups that stand
to profit from enhancing the role of their cities’’ [3].
‘‘City branding means the main things that should people
know about certain place’’ [8]. The process of brand creation
requires media-generated imagery; branding of urban projects;
and branding of city life, historical buildings, signature archi-
tecture, and the overall form of the city (Fig. 2).
Analytical study (Stuttgart, Germany)
In this part, the paper discusses Stuttgart city, Germany, as an
example of how urban branding may be achieved. ‘‘Stuttgart is
the capital of the state of Baden-Wu
¨
rttemberg in southern
Germany, and it is the sixth-largest city in Germany. It is
not only an industrial city with global famous automobile
companies, state-of-the-art science and research facilities, but
also a cultural city that has made a name for itself through
its renowned State Opera, and the exceptional art collections
at the State Gallery. Stuttgart’s main attractions are clearly
the hilly landscape, the several parks that make Stuttgart one
of the greenest cities in Germany and the mineral water foun-
tains that characterize this region as having the largest source
of mineral water in Western Europe’’ [11].
Branding strategies in Stuttgart
The branding vision for Stuttgart is to promote the city as an
excellent place to live and visit; the city is the essence of suc-
cess. Many branding sub-strategies have been developed; these
embrace all aspects of sustainable development. Many major
features of the city have been branded; these include urban
projects, city life per se, events and cultural activities, and
signature architectural features.
Urban branding as a tool in urban development 3
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Journal (2013), http://dx.doi.org/10.1016/j.hbrcj.2013.11.007
Branding of urban projects
New urban projects are frequently undertaken in Stuttgart.
The branding of urban projects has benefited from branding
of the city, and vice versa. The effectiveness of new projects
is emphasized with the aid of superlative descriptors; a project
may be the ‘‘biggest’’ in the region. Such hyperbola often
accompanies urban project description. The aim is to rede-
velop the city. An example of such work is the new railway sta-
tion, to be completed in 2021. The ‘‘Stuttgart 21’’ project is one
of the largest urban renewal projects in Germany, and indeed
Europe.
The principal idea is to change the traditional face of Stutt-
gart, to match the rapid development of the city. The trans-
forming projects are branded as continuous cultural events,
even though some citizens oppose these efforts [1].
Branding of city life
The branding of Stuttgart city life features various events and
cultural activities. These are transformative tools rendering the
urban image always new and active.
Many international events and regional festivals take place
in Stuttgart. These include Christmas festivities, an Easter fes-
tival in February, and a Stuttgart Spring festival in May. The
city is widely seen to be a very attractive place in which to hold
events and celebrations.
Historical buildings
The promotion of Stuttgart as a cultural city is an additional
feature of current developmental activities. The city has many
historic buildings, including an Opera House, the Residence
Castle, and the New Palace. These and other buildings, are
branded, and attract tourists.
Signature architecture
Stuttgart has attracted the attention of many prominent inter-
national architects who design and construct landmark build-
ings. Ben van Berkel designed the ‘‘Mercedes-Benz Museum’’
and Delugan Meissl Associated Architects of Vienna designed
the ‘‘Porsche-Museum’’ and ‘‘Planetarium Stuttgart’’. In Stutt-
gart, ‘‘architecture has a significant role in branding the city
through creation of new icons, unprecedented landmarks to
discover new unique and distinct architectural images that
can be better promoted’’ [3]. Also, the linking of such
‘‘Signature Architecture Icons’’ with historical aspects of city
development, particularly car production, allow the icons to
have a deep impact, sustaining the brand image of the city.
Media-generated imagery
The urban image of Stuttgart is featured in postcards, advertis-
ing campaigns, TV reports, movies, documentaries, city publi-
cations, and websites.
Logos: ‘‘A logo is a graphic mark used to identify a city.
Stuttgart logo is a black horse standing on its hind legs on a
yellow background, it suggests speed and power, and shows
that the city enters the future with a strong economic base.
In July 2010, Stuttgart is unveiled a new city logo, designed
to attract more business people’’ [12].
Slogans: A slogan is a short phrase that is easy to remember
and used to extract a characteristic attitude or a goal to be
achieved. It is an attractive phrase associated a brand, and it
becomes an important component of the city identification
or image. Stuttgart slogans vary with vision; an example is a
‘‘sporty’’ slogan. ‘‘The city’s tourism slogan is ‘‘Stuttgart is
more’’. In March 2008 the city unveiled a new slogan, describ-
ing itself as ‘‘The new heart of Europe’’. For business it de-
scribes itself as ‘‘Where business meets the future’’. In 2007
the head of government marketed Stuttgart to foreign inves-
tors as ‘‘The creative power of Germany’’ [12].
Websites branding Stuttgart: The websites of Stuttgart are
of high quality and send the message that the city is developing
rapidly and becoming transformed into a global city. Many
websites brand Stuttgart in general; these include: http://
www.justgermany.org/germany/stuttgart/stuttgart-maps.asp
(Stuttgart maps); http://www.justgermany.org/germany/
stuttgart/photos/ (Stuttgart photographs); and http://www.
justgermany.org/germ any/stutt gart/stuttg art-maps.asp
(Stuttgart museums).
City form
Branding of city form is an important part of urban branding.
Form includes public spaces, parks, landmarks, libraries,
museums, and modern streets.
Public spaces: ‘‘Public spaces like (Palace Square). It is one
of the main attractions of Stuttgart and surrounded by many
buildings dating from royal times. The Column is in the center
of the garden, it was given to King William I in 1841’’ [11].
Fig. 2 Branding strategy. Ref.: the researcher.
4 R.M. Rehan
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Journal (2013), http://dx.doi.org/10.1016/j.hbrcj.2013.11.007
Parks: ‘‘Many different parks throughout Stuttgart help
making the city one of the greenest areas in Europe; the green-
est part in Stuttgart is a U-shaped area’’ [11]. Thus, extensive
parks and gardens are an important part of the city’s history.
Landmarks: ‘‘Landmarks in Stuttgart city are numerous
and they have many types, type of construction, functions,
etc. For example, the ‘‘Stiftskirche’’, which was founded in
the 12th century’’ [11]. Another example is the TV tower, an
icon of construction.
Modern streets: ‘‘King Street is the biggest commercial
street in Stuttgart city. It is designed for pedestrians. Old
and new palaces are in the center of it’’ [13]. This is a successful
example of how a climate that welcomes social activities is cre-
ated; the central square is the location of the principal celebra-
tions held on New Year’s Eve.
Practical study
Practical study depends on two terms; a questionnaire and a
case study of Port Said city.
Questionnaire for professionals in urban design
After considering city branding to achieve a sustainable urban
image, this paper suggests that an urban branding strategy can
be developed by taking the opinions of the designers and
planners on urban branding strategy. This is through a
questionnaire for an examination sample covers practical
professionals in urban development, and academic experts in
urban planning and design from 3 Egyptian universities.
The principal aim of the questionnaire was to explore the
suitability of any urban branding strategy that is to be applied
to a particular city and to review the methods used to brand
cities. This is done through the set of questions about urban
branding strategy which addressed to the above noted urban
designers and planners experts.
The main lines of the questionnaire depend on the basic
requirements of urban branding strategy, and it was divided
into six major areas, which includes branding of urban pro-
jects, branding of city life, events and cultural activities, histor-
ical buildings, signature architectural and media-generated
imagery.
Discussion
The results of the questionnaire show that most respondents
are of the view that many elements must be considered to sus-
tain city branding via visual imagery. ‘‘Media-generated imag-
ery’’, ‘‘branding of urban projects’’, ‘‘historical buildings’’, and
‘‘signature architecture’’ were the principal elements selected as
important. About 35% of respondents agreed that ‘‘media-
generated imagery’’ influenced the visual image of the city;
20% agreed that branding of urban projects was important
in this context; 15% agreed that historical buildings play
important roles; and 15% emphasized the importance of signa-
ture architecture. Also, 5% of respondents focused on the
importance of city form. In addition, 10% of respondents were
of the view that all of the above influenced the visual image of
the city (Fig. 3).
In terms of ‘‘the process of urban branding’’, about 55% of
respondents considered that economic and social activities
affected urban character (Fig. 4), and about 60% agreed that
signature architecture and historical buildings played impor-
tant roles (Fig. 5). Also, about 80% expressed the view that
branding of urban projects can affect the brand image of
any city (Fig. 6). Also, most agreed that festivals, preservation
of historic buildings, and city marketing, were the main
elements helpful in creation of a brand image for any city.
Fig. 3 The result of asking about the role of city branding
elements in sustaining urban character. Ref.: The researcher.
Fig. 4 The opinion of the sample about, if there is an impact of
economic and social activities on the urban character. Ref.: The
researcher.
Fig. 5 The opinion of the sample about, if there is an impact of
the signature architecture and historical buildings on the urban
character. Ref.: The researcher.
Urban branding as a tool in urban development 5
Please cite this article in press as: R.M. Rehan, Urban branding as an effective sustainability tool in urban development, HBRC
Journal (2013), http://dx.doi.org/10.1016/j.hbrcj.2013.11.007
Thus, planners and designers are aware of the importance
of ‘‘urban branding’’ and the impact thereof on achievement
of a successful city image. It is agreed that many elements,
including ‘‘media-generated imagery’’, ‘‘branding of urban
projects’’, ‘‘historical buildings’’, and ‘‘signature architecture’’,
should be used to sustain effective branding.
Case study (Port Said, Egypt)
In this part, Port Said, Egypt, is studied. The aim is to identify
a strategy that would allow Port Said to be transformed into a
city with a successful brand; the potential is certainly present.
The argument will focus principally on the promenade along
the Suez Canal; this is the sea gate and a major feature of
the city.
The reasons of choosing Port Said are;
‘‘Port Said was a truly international city and the gateway
between two continents, Europe and Africa’’. And it lies
at the crossroads of the world’’ [14].
‘‘It was soon the largest coaling station for steam ships in
the world’’ [15].
Port Said is located at the northern entrance of the Suez
Canal.
In the past, the brand image of the city was very strong, but
has now been largely lost. There is a need to re-activate the
brand.
City context
Location: ‘‘Port Said is a city that lies in north east Egypt
extending about 30 km along the coast of Mediterranean
Sea, at the north of Suez Canal’’ [14] (Figs. 7 and 8).
The visual image of Port Said.
Landmarks: Port Said has many landmarks, imparting a
distinctive look:
‘‘The lighthouse is one of the most important architectural
landmarks in the city. It is considered a unique example for
the evolution of architecture during the nineteenth century,
and it is the first building in the world built from reinforced
concrete’’ [16]. Currently, the surrounding environment
negatively affects visual aspects of the lighthouse.
‘‘One of the most striking sights to greet the visitor to Port
Said is the historic office building of Suez Canal Company
with its three green domes on the waterfront at the entrance
to the canal. The building was constructed in 1895’’ [16]
(Fig. 9A). The building is currently neglected but has the
potential to be a major tourist destination.
‘‘Simon Arzt Store, was built in 1923, its prime position on
Port Said waterfront, it was one of the great department
stores worldwide. This building is a typical example of the
European styles that were common in the larger cities of
the Mediterranean at this time and is one of the most
impressive structures in Port Said’’ [16] (Fig. 9B). Again,
the building is currently in poor condition (Fig. 9C).
The National Museum had a variety of displays covering all
eras of Egyptian history. This museum has been demolished
but no new construction has commenced.
Port Said Military Museum: This museum was established
in 1964. It relates the story of Egyptian resistance in Port
Said during the Suez Crisis of 1956 and the wars of 1967
and 1973. It also contains a hall explaining the genesis of
the city and the Suez Canal.
Main streets: The promenade is one of the main streets of
Port Said and, historically, had a distinctive urban nature.
However, the current streetscape lacks such an identity.
Also, the street is not in harmony with the architectural her-
itage of the city.
District: ‘‘The urban planning regulations of Port Said
ensure that the city retains a remarkable homogeneity
despite the existence of various types of structure. The use
of wood on all facades, built to the standard of the Afrang
neighborhood, and the presence of arcades along main
streets, happily convey a sense of unity. In the early twenti-
eth century, architects borrowed Islamic or Arabic elements
including window borders, balconies enclosed with wood,
and Arabic decorative motifs’’ [17]. Now, however, the city
lacks identity and a sense of culture.
Edges: The promenade lacks the feel of a waterfront. Char-
acter and culture are compromised by the presence of high-
rise buildings and elevation of the promenade (Fig. 10).
City branding
This is discussed below.
Fig. 6 The opinion of the sample about, if there is an impact of
the branding urban projects on the urban character. Ref.: The
researcher.
Fig. 7 Port Said in the map. Ref.: The researcher, Google earth.
6 R.M. Rehan
Please cite this article in press as: R.M. Rehan, Urban branding as an effective sustainability tool in urban development, HBRC
Journal (2013), http://dx.doi.org/10.1016/j.hbrcj.2013.11.007
Fig. 8 Studying area. Ref.: The researcher, Google earth.
Fig. 9 Port Said (A) The historic office building of Suez Canal Company (B) Simon Arzt (C) (Simon Arzt) nowadays Ref.: M. Waleed,
photographer, MSA Univ., 2011.
Entertainment area
Residential & commercial
Green area
Administration services
Culture buildings
Culture area
Yacht marina
Hotel
Religion building
Mall
Fig. 10 Port Said City form (Documentation of the visual image). Ref.: The researcher and Unpublished study, 2011.
Urban branding as a tool in urban development 7
Please cite this article in press as: R.M. Rehan, Urban branding as an effective sustainability tool in urban development, HBRC
Journal (2013), http://dx.doi.org/10.1016/j.hbrcj.2013.11.007
Branding of urban projects. Branding of urban projects benefits
city branding and vice versa. Port Said has not sought to brand
urban projects, and the historical identity of the city is a key to
rebranding. Reformulation of the built environment in line
with the architectural heritage of Port Said is necessary, as
follows:
Heritage buildings in the promenade area, including the
Simon Arzt building, the Hotel National, and the Suez
Canal Company building, should be refurbished.
The urban space around the promenade should be
redesigned.
The border between the city and the Suez Canal should be
redesigned to eliminate negative aspects. This would
strengthen visual communication between the city and the
Canal. This may be achieved as follows:
Creation of a visual relationship between the canal and the
urban space by removing the current inelegant promenade.
Development of central urban spaces associated with the
fabric of the city to bring important heritage buildings into
prominence.
Changing the uses of the area surrounding the Suez Canal
building, to link the building with the coastline.
Branding of city life.
Various events and cultural activities
should be highlighted; the city must seem to be always new
and active. The city has a rich culture characterized by special
forms of music and public arts. A calendar full of international
events and regional festivals could be created. A central piazza
should be built to create branded space for some such events
and activities.
Historical buildings.
Promotion of Port Said as a cultural city
is an important aspect of development activities. One of the
most striking sights to greet the visitor to Port Said is the
historic office building of the Suez Canal Company with its
three green domes; the building is on the waterfront at the en-
trance to the Canal. Port Said has many other historical
buildings such as the Lighthouse, the Simon Arzt building,
and the American embassy, but they are neglected. Aban-
doned historical buildings could be used (as malls or hotels)
to host important gatherings. Port Said currently lacks a cul-
tural center, a public library, an entertainment center, a the-
ater, and cinemas.
For example, the Simon Arzt building was once a famous
mall; this is a strong brand. This is a major marketing tool if
the building can be used as a mall once more. Also, the
Lighthouse could again be used as an observatory. The Hotel
National could be rebuilt to the original design and used to
host a Department of Architecture. The American embassy
building could be renovated to become a hotel.
All work should embrace an integrated urban design strat-
egy emphasizing the need for harmony between new buildings
and the surrounding urban context. It is imperative to create a
single complete urban image with a strong brand.
Signature architecture.
‘‘Architecture has a significant role in
branding the city through the creation of new icons, unprece-
dented landmarks or wonders to discover new unique and dis-
tinct architectural images that can be better promoted’’ [3].
Also, connection of ‘‘signature architecture icons’’ with
areas rich in history (including commercial buildings of the
garment trade) allow the icons to have a deep impact; this sus-
tains the city brand. And creation of signature architectural
icons, for example:
Re-establish the ‘‘Al Banna hotel’’ as an international hotel.
Restore the ‘‘Hotel National’’ to create a link to the canal
once more.
Build a mall to house all shops moved from under
the promenade.
Solution strategy
Urban branding strategy
Branding urban projects
Brand city life
Historical buildings
Signature Architecture
Media –Generated Image
Logos
Slogans
Branding Websites
City Form
Cultural
center
Entertainm
ents center
Public
library
Opening
the
promenade
to the sea
Outdoor piazzas
Revival the
waterfront
Developing the
memorial statue
Developing an
attractive
pedestrian path
Create brand festival piazza
Reusing them as:
International
competition to put the
city on the map of
branded cities
Public spaces
Parks
Landmarks
Modern streets
Reusing of Port said
traditional architectural
Rebuilding waterfront
urban elements
Fig. 11 Port Said City branding strategy. Ref.: The researcher.
8 R.M. Rehan
Please cite this article in press as: R.M. Rehan, Urban branding as an effective sustainability tool in urban development, HBRC
Journal (2013), http://dx.doi.org/10.1016/j.hbrcj.2013.11.007
Media-generated imagery. Currently, no city logo, slogan, or
branding website has been constructed. Logos and slogans that
reflect the city character are needed. These would strengthen
the visual image of the city. A website should be the principal
tool used toward this end; an international competition should
be launched to establish such a website.
City form (visual and brand images).
Public spaces: Create many outdoor piazzas and open
spaces for pedestrians and for performance of traditional
activities. For example, create a public space in front of
the lighthouse and use the lighthouse as an observatory
once again.
Open the promenade to the sea by removing shops and cre-
ating open arcades.
Parks: Revive the waterfront by confining fishing boats to a
particular area; thoughtfully rezone the entire waterfront.
Landmarks: Develop new landmarks celebrating the citizens
of Port Said to delineate the main road city entrances. The
landmarks would serve as gates to the city. And develop a
memorial statue.
Modern streets: Port Said has one main street along the
canal but this is neglected. The street should be transformed
into a major pedestrian axis linking the historical building
of the Suez Canal Company (a basic element of the visual
image of the city) with the new promenade zone. The ferry
facility should be redesigned. This would create an attrac-
tive pedestrian path, rebirthing the culture of Port Said,
and attracting tourists. The economic base and cultural
value of the city would be enhanced (Fig. 11).
Conclusion
Urban branding is important if it is sought to sustain a city.
Such branding affords new ways in which to convey an image
of that city to the world, allowing the city to enjoy competitive
advantages regionally and internationally, attracting tourists,
and linking the physical character of the city to cultural and
economic activities. Also, without a brand, cities will be less
able to shape the powerful image that leads to sustainable ur-
ban development.
In this context, the paper suggested the elements of the ur-
ban branding strategy that can be applied to brand cities,
through an analysis for the case of ‘‘Stuttgart city’’ in Ger-
many, and a questionnaire for surveying the opinions of the
designers and planners. The paper concluded from the case
study and the questionnaire that Planners and designers are
now aware of the importance of ‘‘urban branding’’ and the im-
pact thereof on achievement of a successful city image. Also, It
shows that it is agreed that many elements, including ‘‘media-
generated imagery’’, ‘‘branding of urban projects’’, ‘‘historical
buildings’’, and ‘‘signature architecture’’, should be used to
sustain effective branding.
With reference to the results of the questionnaire, the paper
has suggested a city branding strategy for the case of Port Said
city, Egypt, which covers the main elements of ‘‘city branding
strategies’’ that have been noted through the questionnaire.
Conflict of interest
None declared.
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Urban branding as a tool in urban development 9
Please cite this article in press as: R.M. Rehan, Urban branding as an effective sustainability tool in urban development, HBRC
Journal (2013), http://dx.doi.org/10.1016/j.hbrcj.2013.11.007
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Re-branding the city: changing the image of places and spaces, GA lectures
  • R. Unsworth
  • R. Unsworth
Port Said a city to remember, the domestic denial of a heroic city, collaborative workshop
  • M S A University
M.S.A. University, Port Said a city to remember, the domestic denial of a heroic city, collaborative workshop, MSA University & Port Said University, Egypt, 2011.
Re-branding the city: changing the image of places and spaces, GA lectures, Geographical Association School of Geography
  • R Unsworth
R. Unsworth, Re-branding the city: changing the image of places and spaces, GA lectures, Geographical Association School of Geography, University of Leeds, England, 2008.