A Proposed Urban Branding Strategy as Sustainable Urban Regeneration Policy, A Case Study of Burj-Al Burullus City

This study examines the importance of a branding strategy that can be applied in Burj Al-Burullus city to promote and catalyze cultural heritage branding and invest in these facilities for economic and tourism purposes. By measuring the indicators of how urban branding may be achieved. Burj Al-Burullus city is empirically examined using Identity-Based Approach. Based on profound theoretical and analytical studies, the branding concept was studied and analyzed composing a list of indicators for tangible and intangible elements that illustrate the urban branding value of cities. Followed by an analysis of Burj Al-Burullus city using GIS and city data base analysis and examining it against the branding adopted indicators. This study proposed a city branding strategy by which a successful city brand of Burj Al-Burullus could be evaluated, and the potential for enhancing the city urban branding and the challenges facing to build its urban branding.