Heritage as a Key Element of Cities and Destinations Branding


  • Kareem Nabil Hammouda PHD candidate at Ain Shams University, Cairo, Egypt - Adjunct lecturer at The Arab Academy for Science, Technology and Maritime Transport, Cairo, Egypt




Branding, City Brand, Heritage, Destination image


Today, in a globalized connected world, Nations, cities, destinations are in a continuous competition with international rivals to define their place and value among others. It’s no longer valid for cities to stand still in such competition, depending on their basic momentum of their resources to position themselves in such global contest. Branding is an essential part of the economic sustainable development of a city and marketing it as a destination for tourism.

Heritage plays a central role in creating destination brand, as heritage, with its tangible and intangible qualities is a prime factor in brand creation. This paper will be discussing the role of the heritage in its brand creation in its symbolic and identity inherits. This will be executed by exploring the definitions and strategies of destination branding, its elements and means to create such brand and the contemporary means the heritage is presented on the online space.


Aaker, D. A. (1996). Building strong brands. New York: Free Press.

Anholt, S. (2007). Competitive identity: the new brand management for nations, cities and regions.

Anholt, S. (2010). Places: identity, image and reputation. Basingstoke: Palgrave Macmillan.

Ashworth, G. J., & Kavaratzis, M. (2009). Beyond the logo :Brand management for cities. Journal of Brand Management, 16(8), 520-531.

Beerli, A., JD, M., et al. (2004). Factors influencing destination image. Ann Tour Res, 3(657–681).

Gartner, W. C. (1993). Image formation process. J Travel Tour Mark, 2(2/3).

Gordon, W. (1999). Good thinking: A guide to qualitative research. (Henley on Thames: Admap)

Govers, R. (2011, 11). From place marketing to place branding and back. Place Branding and Public Diplomacy, 4(227-231).

H, S. B. (2003). Customer Experience Management: A Revolutionary Approach to Connecting with Your Customers. John Wiley & Sons.

Hildreth, J. (2010). Place branding: a view at arm’s length. Place Branding Publ. Dipl, 1(27–35).

Hospers, G. J. (2009). “Lynch, Urry and city marketing: Taking advantage of the city as a built and graphic image”, Place Branding and Public diplomacy (Vol. 5).

Keller, K. L. (2005). Brands and branding: Research findings and future priorities, journal. of Marketing Science, 6(740-759).

Keller, K. L., Apeira, T., & Georson, M. (2008). Strategic brand management: A European perspective. Harlow: Prentice Hall.

Kladou, S. (2016). The role of brand elements in destination branding. Journal of Destination Marketing& Management.

Klingmann, A. (2007). Brandscapes. Cambridge, MA: MIT Press.

MacCannell, D. (1999). . The Tourist: A New Theory of the.

Selby, M. (2004). Understanding Urban Tourism: Image, Culture and Experience, I.B.Taurus. Co.

Urry, J. (1990). The Tourist Gaze: Leisure and Travel in Contemporary Societies. Sage, London, United Kingdom.


Additional Files



How to Cite

Hammouda, K. N. (2019). Heritage as a Key Element of Cities and Destinations Branding. The Academic Research Community Publication, 3(4), 32–38. https://doi.org/10.21625/archive.v3i4.536