Architectural Expression and Place Brand Image: A Framework for Understanding the Role of Built Form in Shaping Urban Identity | ||||
| International Journal of Engineering and Applied Sciences-October 6 University | ||||
| Article 12, Volume 2, Issue 2, July 2025, Page 145-152 PDF (814.19 K) | ||||
| Document Type: Original Article | ||||
| DOI: 10.21608/ijeasou.2025.388783.1053 | ||||
 View on SCiNiTO | ||||
| Author | ||||
Amany Saker  
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| Assistant Professor, Architecture Department, Faculty of Engineering, October 6 University, Egypt | ||||
| Abstract | ||||
| Architecture is a primary force that shapes the mental and emotional image of a place. Beyond its physical function, architecture serves as a communicative language that conveys cultural values and symbolic meanings, playing a central role in constructing both the identity and brand of a place. This research investigates the role of architectural design in shaping place brand image, providing a conceptual framework that explains how built form contributes to public perception and collective memory. The study introduces five key architectural dimensions—function, structural integrity, aesthetic expression, contextual integration, and symbolism—influencing how a place is experienced, remembered, and interpreted. These dimensions are explored through the case of Tahrir Square in Cairo, a public space shaped by its architectural surroundings and historical relevance. The findings suggest that diverse architectural expressions enhance rather than dilute a place's brand image when strategically integrated. Rather than reducing brand image to promotional tools or visual logos, the paper argues that architecture can serve as a spatial and symbolic brand identifier. This perspective reframes architecture as an intentional act of brand formation, deeply tied to culture, history, and spatial legibility. The research concludes that architectural design should be guided by an awareness of brand-building goals, especially when constructing or redeveloping significant urban spaces. Design strategies that are context-sensitive, visually coherent, and symbolically expressive are essential in creating places with strong, memorable, and authentic brand images. | ||||
| Keywords | ||||
| Architecture; Place Brand; Place Image; Built Environment; Cultural Representation | ||||
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