City Marketing & Urban Branding: A New Way to Identify Egyptian Cities through Creating Positive Public Mental Image

Doha Bassem

Globalization contains new areas of research that still under development. Among these research is urban branding. It’s an alternative for countries to promote and rebuild their image in order to attract business and tourism. The public mental image is the first engine to, attract develop and improve the place in consumer mind. It is a catalyst picture of urban design and manufacture of urban branding. The paper will study Advertising Campaigns on the Egyptian cities that carries distinctive mental image of its urban (physical, cultural, social, economic and urban elements) at the whole city. The city contains urban elements those elements are not individual, but related to each other creating the city limits physically and symbolically.

Keywords

Urban Development; Mental Image; City Marketing; Nation Branding; Urban Branding & Marketing Campaign

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