BUILDING A SUCCESSFUL CITY BRANDING CASE STUDY: DUBAI | ||||
| Journal of Al-Azhar University Engineering Sector | ||||
| Article 4, Volume 13, Issue 48, July 2018, Page 1058-1065 PDF (631.31 K) | ||||
| Document Type: Original Article | ||||
| DOI: 10.21608/auej.2018.18949 | ||||
 View on SCiNiTO | ||||
| Authors | ||||
| Hesham Sameh1; Hosam Mohamed Abd El-Aziz2; Noha Hussein Hefnawy3 | ||||
| 1Faculty of Engineering, Cairo University | ||||
| 2Faculty of Engineering, Modern Academy for engineering and Technology | ||||
| 3Faculty of Engineering, Benha University | ||||
| Abstract | ||||
| City branding is a current topic that is important nowadays. Many cities have actively started to build and manage their city brands during the last decades. Today, cities all over the world are competing with each other for different target markets and their attention. Cities aim to increase foreign direct investment and attract visitors, businesses, employees, talent, and residents with their city brand. This ensures the growth and success of branded places. In best cases, even small villages and locations are turned in to destinations with successful place marketing and branding efforts. The objective of this paper is to find out the steps of successful city branding process, and study the branding of Dubai. | ||||
| Keywords | ||||
| city branding; Brand; Place branding; Brand identity; brand image | ||||
|
Statistics Article View: 1,680 PDF Download: 4,079 |
||||
