الفهرس 
Brands, Branding and Place BrandingOnly 14 pages are availabe for public view
 |  | from | 463 |  |  |
| | | from | 463 | | |
Abstract
Due to the intensified globalization, the theory of city branding has emerged, developed and is being applied by existing cities that are fiercely competing to gain advantage and position on the world scene. On the other hand, and according to literature, this theory does not take new developed cities into account. Questions like; How to create and develop a brand for a new city that is still under construction? Who are the entities involved in the process? What are the main components that can help creating, developing and managing a brand for a new city? are posing itself. Evidently, there is an urge for more academic research in this domain regarding developing a model for branding new cities.
While cities are now considering branding strategies as an instrument that can increase their competitive advantage, and as a research domain of a great importance, several articles were published on place/city branding, the academic research on this domain within the Egyptian context is limited.
The aim of this dissertation is to develop a model for branding new emerging cities that can help them position themselves on the global platform in order to boost their economic fund and international credit. During this study, the existing place and city branding frameworks and models are investigated and their components are integrated. As a result, this dissertation adopts the case-study approach as a research technique. Proposed components are adopted
and the interrelationships between these components and the level of importance of each of them are examined in the literature and among related stakeholders to develop a comprehensive and conceptual model, and the perception of urban planners and architects in both the academic and practice field of
the New Administrative Capital (NAC) is examined. The findings of
this dissertation have highlighted the importance of the city branding practices.
It also focuses on the success factors and potential challenges. It further enriches the literature in the domain of branding new cities and contributes to
the development of a brand for the New Administrative Capital (NAC).
Keywords:
City Branding, City Brand Management, New Cities, Branding Models
and Frameworks, New Cities in Egypt, The New Administrative Capital.