Heritage-Based City Branding Case study of Fayoum City

Uniqueness and distinction have become fundamental requirements in promoting and branding cities. Influencing people's perceptions is best achieved by reinforcing the city's identity. This identity is the main component that can transform any ‘space’ into a ‘place’. Promoting a city should extend to highlighting the Heritage, landscape, religious sites, pathways, cuisine, inhabitants, activities, and personal experiences. These elements collectively express the city spirit and enrich visitors’ experience. This study aims to enhance the image of heritage-based cities by exploring the potential for city branding and leveraging heritage to boost the national economy. Fayoum was selected as a case study for the diversity and uniqueness of its heritage sites, which distinguish it as a standout destination. The study seeks to adopt a clear and specific strategy to create a distinctive city brand for heritage-based cities, through senses of place that inspire many applications for investing in heritage-based cities features.