Conflict and Compatibility Between City Branding and Urban Competitiveness: Developing and Applying a Multidimensional Index for Emerging Cities in the MENA Region

This research develops a city Branding–Competitiveness Index (BCI) that comprehend symbolic city branding elements with quantifiable aspects of urban competitiveness. It examines the effectiveness of branding strategies in emerging cities in MENA region to improve their competitiveness, focusing on King Abdullah Economic City in Saudi Arabia and New Alamein City in Egypt. This research employs a mixed-method approach that integrates systematic literature review, expert survey, and quantitative analysis using IBM SPSS Statistics 26. The BCI was built considering primary categories, then improved through expert review to make sure it is valid and relevant to the practice, then utilized on the two case studies to evaluate its efficacy and performance. Results indicated that both cities showed relatively better performance in the infrastructure, environmental planning, and accessibility indicating that government-led development models work well on some level. But they achieved lower scores in social cohesion, cultural identity, and participatory governance, highlighting the gap between urban development and the lifestyle in cities. The BCI helped identify these disparities and showed indicative insights for enhancing branding strategy. This empirical BCI provides a guiding framework for policymakers and urban planners to evaluate the strategic planning for city branding, and sustainable competitiveness. The findings demonstrate the potential applicability of BCI to emerging cities, while acknowledging that further testing in diverse international contexts is needed.