Branding Small Cities through Placemaking: A Case Study on El-Burullos, Egypt | ||||
| International Journal of Architectural Engineering and Urban Research | ||||
| Volume 6, Issue 2, December 2023, Page 83-108 PDF (1.81 MB) | ||||
| Document Type: Original Article | ||||
| DOI: 10.21608/ijaeur.2024.226678.1044 | ||||
 View on SCiNiTO | ||||
| Author | ||||
May Adel Ebaid  
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| Assistant Professor, Department of Architecture, Faculty of Engineering, October University for Modern Science and Arts (MSA), Egypt. | ||||
| Abstract | ||||
| This study aims to establish a framework for branding small cities through placemaking, with a focus on El-Burullos city in Egypt. To achieve this objective, both quantitative and qualitative approaches are utilized. The study begins by investigating city branding and placemaking strategies and aspects, followed by an analysis of successful branding cases in Mediterranean cities such as Athens and Barcelona. The findings from these cases are then synthesized to develop nine place-making and branding attributes, that can be applied in the Egyptian context. The research case study - Borg El-Burullos- located in Kafr El Sheikh, a Mediterranean waterfront city with potential, is subsequently analyzed, through interviews, and semi-structured questionnaires conducted with different stakeholders; to analyze the proposed nine attributes. These attributes are then rearranged based on their importance, as determined by their significant weight calculated through the survey analysis. The findings reveal that the attributes with the most significant impact on place-making and branding in El Burullos City are Quality of life, City Accessibility, connectivity, and Economic Development. These attributes have weighted means of 17.3%, 14.6%, and 13.3% respectively. Finally, the study develops a prioritized conceptual framework for implementing branding processes linked to place-making, in El-Burullos City; to be a well-known destination in Egypt. The outcome of this study reflects the significant contribution of place-making and city branding in developing strategies and promoting citizens' quality of life. | ||||
| Keywords | ||||
| City Branding; Place Making; Quality of life; urban regeneration; small Cities | ||||
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