City Branding-Israel

The Islamic University of Gaza ‫الجـامعــــــــــة اإلســـــالميــة بغــزة‬
Deanship of Research and Graduate Studies ‫عمادة البحث العلمي والدراسات العليا‬
Faculty of Engineering
‫كـليـــــــــــة الهنــــدســــــة‬
Master of Architectural engineering
‫ماجستير الهندسة المعمارية‬
Creating City Image and Identity through

Urban Branding: Gaza City as a Case Study
‫ مدينة‬:‫إنشاء صورة و هوية للمدينة من خالل التسويق الحضري‬

‫غزة حالة دراسية‬
By
Roba Ouda abu Baraka
Supervised by
Prof. Farid S. al Qeeq Dr. Usama A. El-Esawi

Professor of Urban Planning Associate Professor of Architecture
A thesis submitted in partial fulfillment of the requirements for the degree of

Master of Architectural Engineering
February/2018
‫اقرار‬
:‫أنا الموقع أدناه مقدم الرسالة التي تحمل عنوان‬
Creating City Image and Identity through Urban Branding: Gaza

City as a Case Study
‫ مدينة غزة حالة دراسية‬:‫إنشاء صورة و هوية للمدينة من خالل التسويق الحضري‬
,‫ باستثناء ما تمت اإلشارة إليه حيثما ورد‬, ‫أقر بأن ما اشتملت عليه هذه الرسالة انما هو نتاج جهدي الخاص‬
‫وأن هذه الرسالة ككل او أي جزء منها لم يقدم من قبل اآلخرين لنيل درجة أو لقب علمي أو بحثي لدى أي‬
. ‫مؤسسة تعليمية أو بحثية أخرى‬
Declaration
I understand the nature of plagiarism, and I am aware of the University’s policy on
this.
The work provided in this thesis, unless otherwise referenced, is the researcher’s own
work, and has not been submitted by others elsewhere for any other degree or
qualification.
Student’s name :‫اسم الطالب‬

‫ربا عودة أبو بركة‬
Signature: :‫التوقيع‬
Date: :‫التاريخ‬
I
Abstract
Gaza City located at the Crossroads of Civilizations. There are many important
neglected destinations in Gaza which has distinguished characteristics that can be
upgraded to be a vital touristic sites that incorporate the whole image of Gaza
heritage, culture, and identity which have an effective role in enhancing the urban
value of Gaza. There are many causes for considering that image re-creation for
Gaza city through branding strategies is necessary to increase various opportunities
in touristic, cultural and economical sectors. The research follows both of analytical
and practical approach. The study concentrates on many topics which is dividing into
the following chapters: The first chapter discusses the research overview which
includes the problem statement, research purpose, objectives, literature review, and
the hypothesis, in addition to determining the selected methodology. The second
chapter of the research explains the strategies of urban branding and its principles, as
well as clarifies the criteria which can form city image and its role in achieving
successful city branding. The third chapter of the research applies the methodology
and analyzes the in-depth interviews and focus group tool. In addition to suggesting a
measuring tool to examine the practice of different urban branding strategies. The
fourth chapter illustrates how Gaza context can be branded successfully; in addition
to discussing the structure of the city image. The last chapter of the research
discusses the concluded findings and recommendations. The research underlines that
local planners must engage to brand their city with local authorities as a way for
anchoring their identity, in order to restore the sense of place in Gaza. The research
concludes an urgent approach to branding Gaza City, and determines the potentials to
apply it. The research recommends that the main destinations which can be
developed for emerging Gaza cityscape are: Sea Coast, Old City, and Muntar Hill.
Keywords: Urban branding - City branding - City image - Place identity- Visual
character
III
‫ملخص الدراسة‬
‫تقع مدينة غزة على مفترق طرق الحضارات‪ ,‬وهناك العديد من الوجهات الهامة والمهملة‬
‫في المدينة والتي تتسم بمميزات فريدة يمكن استغاللها و تطويرها لتصبح مواقع سياحية حيوية‬
‫تجسد الصورة الكاملة لهوية غزة التاريخية والتراثية والثقافية‪ ,‬والتي لها دور فعال في تحسين‬
‫القيمة الحضرية للمدينة‪.‬‬
‫هناك العديد من األسباب التي تدعو إلى التفكير بضرورة إعادة إنشاء صورة لمدينة غزة‬
‫من خالل استراتيجيات الترويج المتعددة لزيادة الفرص في مختلف القطاعات السياحية و‬
‫الثقافية‪ .‬يتبع البحث كال من المنهج التحليلي والتطبيقي لتحديد مفهوم تطوير صورة المدينة في‬
‫الحاالت الدراسية المختارة‪ ,‬باإلضافة إلى عقد مجموعة تركيز لعدد من الخبراء في مجال‬
‫التخطيط الحضري ومقابالت فردية معمقة لتحديد المراحل التي يمكن من خاللها ترويج مدينة‬
‫غزة بشكل ناجح‪.‬‬
‫عالوة على ذلك‪ ,‬اقترحت الدراسة أداة تطبيقية لقياس فعالية استراتيجيات الترويج المتبعة‬
‫في المدن‪ .‬يركز البحث على عدة محاور رئيسية تم طرحها في ستة فصول‪ ,‬الفصل األول‬
‫تناول مقدمة عامة عن البحث تشمل‪ :‬المشكلة البحثية‪ ,‬غرض البحث‪ ,‬فرضية البحث‪ ,‬أهداف‬
‫البحث‪ ,‬منهجية البحث والدراسات السابقة‪ .‬الفصل الثاني يوضح أهم مبادئ واستراتيجيات‬
‫الترويج الحضري للمدن‪ ,‬ويحدد المعايير التي تساهم في تشكيل صورة المدينة ودورها في‬
‫تحقيق الترويج الناجح للمدن‪.‬‬
‫يستعرض الفصل الثالث من البحث األداة والمنهجية المستخدمة لجمع المعلومات‬

‫باإلضافة إلى شرح أداة القياس المقترحة‪ .‬يوضح الفصل الرابع كيفية ترويج مدينة غزة بشكل‬
‫ناجح من خالل إعادة خلق صورة المدينة‪ .‬يتضمن الفصل األخير النتائج و التوصيات التي‬
‫توصل إليها البحث‪.‬‬
‫أكد البحث على وجوب مشاركة المخططين المحليين للسلطات المحلية في ترويج مدينتهم‬
‫بطريقة تدعم ترسيخ هويتهم من أجل استعادة اإلحساس بالمكان في غزة‪ .‬وتوصل البحث إلى‬
‫منهجية عاجلة لترويج مدينة غزة وامكانيات تطبيقها‪ .‬وأوصى البحث بأن أهم أماكن حضرية‬
‫يمكن تطوير مالمحها لتحسين صورة المدينة هي‪ :‬ساحل البحر‪ ,‬البلدة القديمة‪ ,‬تلة المنطار‪.‬‬
‫‪IV‬‬
Dedication
To My Parents, Brothers & Sister,,,
To My Husband,,,
To My Son,,
To Whom In Heart And Always Have Been
I Dedicate This Thesis
V
Acknowledgment
Firstly, I want to thank Allah who had helped me to accomplish this thesis. I would
like to express my thanks, appreciation to my supervisors, Prof. Dr.Farid al Qeeq &
Dr.Usama El-Esawi for their concern, guidance, as well as giving me the support to
work on such a new and significant approach.
Finally, I would like to extend my sincere and serious thanks to all who helped me in
this thesis, sharing kindly by their knowledge and experience.
VI
Table of Contents
‫ نتيجة الحكم‬....................................................................................................................... II
Abstract ...................................................................................................................... III
‫ ملخص الدراسة‬................................................................................................................ IV
Dedication ....................................................................................................................V
Acknowledgment ....................................................................................................... VI
Table of Contents ...................................................................................................... VII
List of Tables ............................................................................................................ XII
List of Figures ..........................................................................................................XIII
List of Appendices .................................................................................................... XV
Chapter 1: General Introduction ........................................................................... 1
1.1 Preface ................................................................................................................... 2
1.2 Problem Statement ................................................................................................. 2
1.3 Research Objectives ............................................................................................... 3
1.4 Methodology .......................................................................................................... 3
1.5 Research Hypothesis .............................................................................................. 3
1.6 Research Questions ................................................................................................ 3
1.7 Research Importance.............................................................................................. 4
1.8 Research Process.................................................................................................... 4
1.9 Literature Review .................................................................................................. 5
1.10 Research Structure ............................................................................................... 8
Chapter 2: Theoretical Background ...................................................................... 10
VII
2.1 Introduction .......................................................................................................... 11
2.2 Branding Definition ............................................................................................. 11
2.2.1 Urban Branding................................................................................................. 11
2.2.2 City Marketing .................................................................................................. 12
2.2.3 Principles of City/place Branding ..................................................................... 12
2.3 Urban Branding Strategies ................................................................................... 15
2.3.1 Branding through Location ............................................................................... 17
2.3.2 Branding through City Life............................................................................... 19
2.3.3 Branding through Mediascape .......................................................................... 19
2.4 Models in Place Branding .................................................................................... 20
2.4.1 Model of Three Gap Place Branding ................................................................ 20
2.4.2 Model of Kavaratzis......................................................................................... 21
2.4.3 Anholt's Idea of Competitive Identity............................................................... 22
2.4.4 Thematic Roadmap ........................................................................................... 23
2.5 City Image............................................................................................................ 24
2.5.1 The Image of the City (Kevin Lynch) .............................................................. 26
2.5.1.1 Glossary ......................................................................................................... 26
2.5.1.2 City Image Elements of Kevin lynch ............................................................. 28
2.5.2 City Image Structure ......................................................................................... 34
2.5.3 City Re –imaging .............................................................................................. 36
2.6 Summary .............................................................................................................. 38
Chapter 3: Methodology, Analysis and Results ................................................... 39
VIII
3.1 Introduction .......................................................................................................... 40
3.2 Data Collection .................................................................................................... 40
3.2.1 Sampling ........................................................................................................... 40
3.3 Focus Group ......................................................................................................... 40
3.3.1 Focus Group Uses ............................................................................................. 41
3.3.2 Focus Group Advantages .................................................................................. 41
3.3.3 Focus Group Process ........................................................................................ 42
3.3.4 Analysis and Findings of Focus Group............................................................. 43
3.4 In-Depth Interviews ............................................................................................. 45
3.4.1 In-Depth Interviews Advantages ...................................................................... 45
3.4.2 In-Depth Interviews Process ............................................................................. 45
3.4.3 Analysis and Findings of In-Depth Interviews ................................................. 46
3.5 Results .................................................................................................................. 55
3.6 Developing a Measuring Tool ............................................................................. 56
3.6.1 Process of Setting the Criteria .......................................................................... 56
3.6.2 Applying the Measuring Tool on Gaza City..................................................... 60
3.7 Summary .............................................................................................................. 67
Chapter 4: Imaging and Branding ......................................................................... 68
4.1 Introduction .......................................................................................................... 69
4.2 Istanbul City ......................................................................................................... 69
4.2.1 Istanbul City image structure ............................................................................ 69
4.2.2 Istanbul City branding plan............................................................................... 70
IX
4.2.3 Istanbul Branding Strategies ............................................................................. 71
4.3 Gaza City Context ................................................................................................ 75
4.3.1 Gaza City History ............................................................................................. 75
4.3.2 Gaza City Location ........................................................................................... 79
4.3.3 Gaza City Climate ............................................................................................. 79
4.3.4 Gaza City Demography .................................................................................... 80
4.3.5 Gaza City Economic Situation .......................................................................... 80
4.3.6 Gaza City Social Situation ................................................................................ 81
4.3.7 Gaza City Touristic Situation ........................................................................... 81
4.4 The Image Structure of Gaza City ....................................................................... 82
4.4.1 Urban Fabric ..................................................................................................... 83
4.4.2 The Existing Image of Gaza City ..................................................................... 84
4.4.3 Main Urban Features for Emerging Gaza Cityscape ........................................ 85
4.5 Suggested Projects for Re-imaging Gaza ............................................................ 86
4.5.1 Imagine Gaza: Connected Gaza 2050 ............................................................... 86
4.5.2 Upgrading City Centers: The Historical Center of Gaza City as a case study . 90
4.6 Summary .............................................................................................................. 93
Chapter 5: Conclusion and Recommendations ..................................................... 94
5.1 Introduction .......................................................................................................... 95
5.2 Conclusion ........................................................................................................... 95
5.3 Recommendations ................................................................................................ 96
5.4 Summary .............................................................................................................. 98
X
References ................................................................................................................. 99
Appendices .............................................................................................................. 108
XI
List of Tables
Table (3.1): Opinions of experts about most important strategies in the suggested
measuring tool............................................................................................................ 56
Table (3.2): The final criteria and percentages of the measuring tool according to the
focus group. ............................................................................................................... 58
Table (3.3): The measuring tool results according to the focus group.. .................... 59
XII
List of Figures
Figure (1.1): Research Process. .................................................................................. 4
Figure (2.1): Strategic place brand management model. .......................................... 15
Figure (2.2): Branding strategies. ............................................................................. 16
Figure (2.3): Urban branding strategies. ................................................................... 17
Figure (2.4): The official logo of New York City. ................................................... 20
Figure (2.5): The 3‐gap place branding model of Govers & Go. ............................. 21
Figure (2.6): Kavaratzis's model on the three forms of city communication............ 22
Figure (2.7): City branding: concise roadmap. ......................................................... 24
Figure (2.8): City image communication. ................................................................. 25
Figure (2.9): Physical qualities. ................................................................................ 27
Figure (2.10): City image elements of Kevin lynch. ................................................ 28
Figure (2.11): Urban design study based on theories presented by Kevin Lynch. ... 28
Figure (2.12): Elements of city image: paths. ........................................................... 29
Figure (2.13): Elements of city image: edges. .......................................................... 30
Figure (2.14): Elements of city image: districts........................................................ 31
Figure (2.15): Elements of city image: nodes. .......................................................... 32
Figure (2.16): Elements of city image: landmarks. ................................................... 33
Figure (2.17): City image elements. ......................................................................... 34
Figure (3.1): City image elements. ........................................................................... 56
Figure (3.2): The main window of the measuring tool. ............................................ 62
Figure (3.3): The measuring of branding via Architecture. ...................................... 63
XIII
Figure (3.4): The measuring of branding via Media. ................................................ 64
Figure (3.5): The measuring of branding via CityLife. ............................................ 65
Figure (3.6): The measuring of branding via Business. ............................................ 66
Figure (3.7): The final result. .................................................................................... 67
Figure (4.1): Istanbul official logo. ........................................................................... 74
Figure (4.2): Qasr el-basha. ...................................................................................... 76
Figure (4.3): Hammam al-samra. .............................................................................. 76
Figure (4.4): Al-Omari mosque ................................................................................ 77
Figure (4.5): Sayyed hashem mosque. ...................................................................... 78
Figure (4.6): Porphyrus church. ................................................................................ 78
Figure (4.7): Gaza Urban Fabric. .............................................................................. 84
Figure (4.8): Rasheed Street and Shatea Refugee Camp at Gaza Sea Coast. ........... 85
Figure (4.9): Imagine Gaza projects. ........................................................................ 88
Figure (4.10): Imagine Gaza projects: Gateway Gaza project. ................................. 88
Figure (4.11): Imagine Gaza projects: Core Gaza project. ....................................... 89
Figure (4.12): Imagine Gaza projects: Wadi Gaza project. ...................................... 89
Figure (4.13): Imagine Gaza projects: Beach Gaza project. ..................................... 90
Figure (4.14): Landscaping in palestine square. ....................................................... 92
Figure (4.15): Architectural character for Palestine square and Firas area. .............. 93
XIV
List of Appendices
Appendix1: In-Depth Interviews Guide.................................................................. 109
Appendix 2: Focus Group Guide ............................................................................ 111
Appendix 3: Interviews schedule ............................................................................ 112
Appendix 4: Branding Guideline for International Cities....................................... 113
XV
Chapter 1
General Introduction
1
Chapter 1
General Introduction
1.1 Preface
Urban branding is a method toward the conservation of urban identity for

cities. Branding, is a new face of urban informing, promote the city marketing in
many ways by incorporating the visual and cultural identity of the city into a branded
image. Unique characteristics of the city are used together to form the city's image,
which are using for branding its spaces in an effective way.
The research concentrates on vitalizing the role of branding strategies in

improving the visual identity of cities, in parallel with promoting social aspect,
especially in Gaza. It points out the need to recognizing the relationship between
urban identity, physical environment, and the social needs, in order to promote the
local planners and designers to engaged to brand their city as a way for anchoring
their identity, in order to restore the sense of place in Gaza.
Moreover, this chapter presents the problem statement, research objectives,

research questions, research hypothesis and the research methodology that
determining the requirements for applying branding process which help to reaching a
successful branding for remarkable places in the city .
1.2 Problem Statement
There are many urban challenges which restrict the development wheel in Gaza
city and continuously decrease its reputation. The city image of Gaza associated with
unfavorable narratives due to the famous conflict with the occupation. Moreover, the
absence of a specific character for the city; in addition, there is a weak emerging for
the city identity. All these contributed to strengthening the negative image of Gaza
city regionally and globally.
Furthermore, few number of researches have concerned with studying the

barriers, challenges and urban problems that prevent to shed light on both cultural
and visual identity for Gaza city.
2
1.3 Research Objectives
The main goal of the research is to create city image and identity through urban
branding for Gaza city, in addition to the following objectives:
 To determine the opportunities offered by city image and its role in achieving
a branded city.
 To study the urban branding strategies that can create city image, in order to
achieve a successful visualizing for Gaza city.
 To establish a measuring tool for examining urban branding practices.
1.4 Methodology
The research follows both of analytical and practical approaches. Data was
collected in three phases in line with the objectives of the study:
1. Theoretical background: identifying the elements of brand image and

emphasizing the definition of city re-image, city branding, in addition to
determining the opportunities offered by city image and its role in achieving a
branded city.
2. Analytical approach: using focus group and in-depth interviews to identify
urban branding strategies that can create city image, in order to achieve a
successful visualizing for Gaza city .
3. Practical approach: developing a measuring tool (scoring system) to
examine the practice of urban branding in Gaza city.
1.5 Research Hypothesis
The research hypothesis that the improving of urban branding policy for Gaza
city have a positive impact on achieving economic, social, cultural objectives, show
the city image and thus shed light on the city identity.
1.6 Research Questions
1. What are the urban opportunities offered by city branding to manage the
process of visualizing and imaging the city identity ?
2. What are the main strategies that can be used in creating city image ?
3
3. What are the main criteria which can lead to measure and evaluate the city
branding ?
1.7 Research Importance
The importance of the research reveals from insufficiency of presence of

successful urban branded spaces in Gaza City, which can be a driving force to attract
tourists, improve visual environment for local community, rise economic, and a main
key toward a successful urban image.
In addition, this study can form the beginning of similar studies in other
regions and provinces.
1.8 Research Process
Figure (1.1): Research Process.
4
1.9 Literature Review
There are many studies addressed the research concept , some of them focused
on how different urban features effect urban branding process, such as (Tataroğlua,
et al, 2015) study, which is about evaluating the process of being a brand city of
Muğla. Other studies tried to described how city imaging strategy can create a
successful urban branding in terms of sustainability, quality of life, and economical
aspect such as (Helmy, 2008) research which studies the image of gulf city, in
addition to the Nordic Innovation Centre study about the image of the city in Nordic
city regions. However, some of these studies did not give a clear vision about urban
branding strategies in order to determine a specific framework to examine the
practice of urban branding which can fit with the national and international region.
Helmy.(2008). Urban Branding Strategy and the Emerging Arab Cityscape: The
Image of the Gulf city, PhD Study, Stuttgart University, Germany.
The researcher emphasized that the city branding is a new field of urban
communication. The purpose of Helmy research is to examine the major features of
branding the Arab Gulf City: Dubai, Doha, Kuwait and Jeddah. In addition to
evaluate the significance of those features on the image of the selected cities.
The researcher develops a special analytical technique for describing and

analyzing the image of the city and its related layers. She suggests a conceptual
approach for the planning of the city image based on incorporating the practice of
urban branding in the design and development processes of the Gulf cities.
The study concludes that the urban branding strategies focus on three main
fields:
 Branding location strategies.

 Branding through city life.
 Branding through Mediascape .
Nordic Innovation Centre. (2006). The Image of The City – Urban Branding as
Constructed Capabilities in Nordic City Regions, Uppsala University.
This is an important project that focused on analyzing the selected cities. The
project has approved city imaging through branding strategies which includes
5
branding via media to enhance the value of economy in making a global city. The
project has concentrated on framing a branding approach and applying them using
best mechanisms which can fit with the European region.
The study showed that there are multifaceted causes for rethinking about
branding issue and city image recreation are vital approaches to improving the
economic competition in the global race. City branding policies can be a forcing
power in increasing the city ability for attracting global investment, attracting tourists
and local visitors , marketing the local distinguished goods and services.
Rehan .(2013).Urban branding as an effective sustainability tool in urban

development, Helwan University, Egypt.
The researcher emphasizes the importance of urban branding in terms of

sustainability. The paper considers city branding as a novel aspect of urban
communication, improves marketing of the city image in various ways by converting
the visual image of the city into a brand image. The research argued that when the
unique characteristics of the city are featured then a sustainable urban image is
created.
In this context, the paper suggests the elements of the urban branding strategy
that can be applied to brand cities, through an analysis for the case of ‘‘Stuttgart
city’’ in Germany, and a questionnaire for surveying the opinions of the designers
and planners was conducted.
The paper concludes from the case study and the questionnaire that planners
and designers are aware of the importance of ‘‘urban branding’’ and the impact
therefore on achievement of a successful city image. Also, It shows that it is agreed
that many elements, including ‘‘media-generated imagery’’, ‘‘branding of urban
projects’’, ‘‘historical buildings’’, and ‘‘signature architecture’’, should be used to
sustain effective branding. With reference to the results of the questionnaire, the
paper has suggested a city branding strategy for the case of Port Said city, Egypt,
which covers the main elements of ‘‘city branding strategies’’ that have been noted
through the questionnaire.
6
Abdelaal, and R. Hussein. (2012). Branding Urban Spaces as an Approach for
City Branding -Case study: Cairo City, Egypt.
The paper suggests the importance of developing visual image of the urban
environment in Egypt, and the importance of linking its visual image to the social,
economic, and cultural activities, aiming at strengthening the city identity to achieve
sustainable urban development.
The paper concludes many factors, which are beneficial in improving the city
image of Egyptian city, the study recommends that forming the urban branded spaces
can improve the city image. The paper suggests many mechanisms to transform
"Abdeen square" to a branded square .
Tataroğlua, Karataş, Erboy. (2015). An Evaluation On The Process of Being A

Brand City Of Muğla, Turkey.
The research defines the concept of the city branding as the effort to create city
image by incorporating physical and social values in addition to the archeological
and cultural values which will enable the city to be distinguished from others. The
research based on a qualitative approach, and interviews method has been used.
The research concludes that brand city is a city which has a special character
differs from other cities through its distinguished values and special identity. And the
recognition of city image enables us to increase the awareness towards the
importance of city imaging at national and international level by the support of the
accurate introductory strategies.
Kavoura. (2014). A Conceptual Communication Model for Nation Branding in

the Greek Framework ,Greece.
The research emphasizes the role of communication policies and key people
for image building and branding. The research considers that city identity leads to
branding the city.
The suggested model is presented for place branding based on agreed

constituent elements of the place among those people involved in strategic policies in
order to successfully relate the image with the place identity.
7
The research concludes that Greece can promote the image of the country
through branding its distinct places. Likewise, Greece is not only the Acropolis,
networks would offer another ground for branding Greece to the potential visitors
under a holistic approach .
Riza, Doratli. Fasli .(2011). City Branding and Identity, Eastern Mediterranean
University, Famagusta, North Cyprus.
The paper shows the role of signature buildings toward forming special images
on quality of life. The study starts with a review of all concepts about city identity
and branding focusing on imaging the city, which is related to the contribution of
iconic buildings.
Secondly, the paper discusses the contribution of iconic buildings through their
meaning in terms of the image of the city to quality of life. The researcher evaluates
the arguments from the quality of life perspective; it can be stated that the well-being
of the citizens and visitors would be negatively affected through anonymous identity
and replaceable images. The research concludes that iconic architecture can just be
an appropriate tool for city branding if the building is not reproducible .
1.10 Research Structure
The research concentrates on many topics which divides into the following
chapters:
 Introduction :General Context for the Study
The first chapter discusses the research overview which includes the problem
statement, research purpose, objectives, literature review, and the hypothesis. In
addition to determining the selected methodology.
 Theoretical Background
In this chapter, the research explains the strategies of urban branding and its
principles, as well as clarifies the criteria which can form city image and its role in
achieving city branding.
8
 Methodology: Methods, Analysis and Results
The third chapter of the research applies the methodology and analyzes the in-depth
interviews and focus group tools. In addition to suggesting a measuring tool to
examine the practice of different urban branding strategies.
 Imaging and Branding Gaza city
The fourth chapter illustrates how Gaza context can be branded successfully; in
addition to discussing the structure of city image which can fit with Gaza city.
 Results and Recommendations
The last chapter of the research discusses the concluded findings and results from the
theoretical and practical studies in terms of the problem statement.
9
Chapter 2
Theoretical Background
11
Chapter 2
Theoretical Background
2.1 Introduction
In recent years, cities are in search for new ways to promote themselves.
Nowadays most cities use marketing methods for branding their location depending
on their distinguished culture, heritage, landmarks, services and facilities. Due to fast
changes in technology and the shift from local to a globalized environment, cities are
forced to compete with each other in order to be an attractive tourist destination,
workplace, cultural rich place and much more (Kotler, 2002). The satisfaction of
residents and visitors are affected by the city image, so more efforts should be made
to create attractive urban spaces and to improve the urban environment in order to
attract visitors, investments, workers and companies. The planners, designers and
developers should push toward growing awareness of the cities role in fulfill good
reputation and image, and explores how cities can be reflect their identity in effective
way. This chapter focuses on the relation of creating city image in achieving city
branding.
2.2 Branding Definition
Branding programs have developed since the end of the nineteenth century in
the form of several activities through which corporations have projected and planned
their name and identity in order to build or maintain their reputation (Anholt, 2007).
‘‘Branding is a mode of communication, from the consumer’s side, central to

the concept of the brand is the brand image, which incorporates perceptions of
quality and values as well as brand associations and feelings’’(Kavaratzis, 2005, p.
508).
2.2.1 Urban Branding
Urban branding constructs spaces that are unique and that offer distinct
experiences for consumers and users of that space. These experiences invoke
representations and images of space that are used to create an attractive city encircled
with commercialization (McCulloch, 2014). Moreover, urban branding is not only
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limited to the promotion of a positive image of the city, but it extends more, to
change it into a unique urban experience (Helmy, 2008). Moreover, brands offer one
of the most powerful means through which a city can interact with the world. At the
most basic level, city brands work on the premise of expectation and delivery. A city
brand provides a unique opportunity for a city to change itself in much the same way
as any other product. It is a vital and essential tool in any marketplace if used
correctly (Clark et al. , 2011).
2.2.2 City Marketing
City marketing is a market-oriented, coordinated set of activities to improve the

real quality of a city and to efficiently communicate the quality to target groups
(Kotler, 2009). The reason why place marketing should be emphasized is clear which
due to its several dimensions it has some particular complexities. Each person lives
in a place –village, town, county, nation- and is affected by economy, infrastructures,
facilities, attractions, expenses and people of that place. The health and strength of a
place is influenced by history, resources, leadership and strategy of that place and
due to the fact that cities face key challenges like the inevitable process of urban
evolution and growing competition, using marketing techniques should be
considered (Kotler, 2009).
In city marketing the vital role is played by determination and formulation of

image and communication of city image and the main issues of city branding focused
on it. In other words, the aim of city marketing is city image which is a starting point
for development of city brand (Karvelyte, 2011).
2.2.3 Principles of City/place Branding
In 1992, De Chernatony and McDonald introduced a definition of brand in

which it was defined as a recognizable product, service, or place in a way that the
user or buyer perceives a unique added value. This advanced approach adds branding
idea to people and places and abides to many prominent academic researchers
argument that place can and should become brand in a similar method as the
consumer of goods and services (Karvelyte, 2011). The main premise of city
branding is to make the cities attractive to the visitor and investors, thus to improve
local and national economy (Hernandez, 2011).
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For many place-branding is still about logos and campaigning, when actually
it's about building and marketing smartly local competitive identities, through long-
term initiatives and strategies. To some extent, the prevailing role of branding helps
to keep that incorrect concentration, resulting in short-sighted practices, which
automatically adopt techniques from commercial branding, ending only in
circumstantial results and low appropriation by citizens and local shareholders
(Rivas, 2015). According to Ashworth one of the objectives of city or place branding
is to discover or create uniqueness, which makes the city differentiable from others
(Ashworth, 2009). To establish a branded city requires a thematic vision to be
formed and in the most fundamental statement, it is an image-recreating project.
Creating city brand defines a process at which brand strategies are used as in
products and services in enhancing sites and cities. Stages of this process are to
establish brand identity, position brand and establish marketing communication
related to the brand and a professional brand management (Tataroğlua et al. , 2015).
A key challenge of city branding is the difficulty of delimiting a city’s identity and
core values in a manner that is widely acceptable, easily marketable, presentable and
open to experience in a daily manner (Kavaratzis, 2009). Branding of places and
cities consists of two main elements, place making and place promotion such as
follows:
1- place making or city building, a process which makes the place specifically
advantageous or attractive.
2- place or city marketing , an effort to promote the place/city specific advantage

and its attractiveness (Helmy, 2008).
Examples of city branding principles are suggested such as follows:
 Visual Image: the image of a city is a representation of this city on flat

landscape, building and spaces. The visual image of the city is originated from
the natural process of formation, structuring and perceiving the urban landscape,
as a tangible manifestation of its formal and structural elements, building,
landmarks, activities, festivals, events, heritage and architecture (Helmy, 2008).
The visual image is the amount of perceptual data that observers comprehend
within a glance (about 200 m) refers to the gist of the scene (Oliva, 2006).
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 Identity: Place can define the distinctive features, both tangible and intangible
(Qazimi, 2014). It is not enough for a city to have a brand that attracts tourists.
Cities must have an identity that reaches across different markets and customers
and tells a unifying story about the value the city can add to the activity that is
looking for a home. The key point is that identity does not just help us to brand
and market our city; it is also critical to forming and building our city and
providing the magnet that can draw people and institutions together for a specific
identity and purpose (Clark, 2011).
 Media Generated Images: are distinct representation of cities which have helped
to construct the meaning of "the city" (Helmy, 2008). It is the process of featured
urban image in postcards, advertising campaigns, TV reports, movies,
documentaries, city publications, and websites (Rehan, 2013).
The first aim of a place branding approach should be to frame city branding
and marketing within the urban strategic planning process, identifying what it
actually means by enriching strategic planning with a communication dimension.
Most Common Gaps in Place Branding
It's true that almost everybody working in urban field agree on city branding is
much more than simply logos and mottos. In reality, the field is still under the
influence of a conventional marketing approach and traditional logic. The prevailing
role of branding agencies still follow the same way. As a result, one can see many
short-sighted city brand practices, which adopt automatically concepts and
techniques from commercial branding, ending only in circumstantial results, low
participation with citizens and local stakeholders and no impact in the long term
(Rivas, 2015).
Rivas in URBACT-City Logo final report was identified the seven most
common gaps in place branding:
 The strategy gap. Place branding as a matter of just logo , motto and campaigns,
when actually it should be about building up competitive local identities and
aligning all the communication efforts in the city around it.
 The community gap. Weak involvement of civil society and related stakeholders
in both city brand building and management.
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 The timing gap. The question of circumstantial brands, just related to specific
big events or the political cycle.
 The performance gap. City experience does not match with the expectations
created by the brand.
 The differentiation gap. Most cities seem to brand themselves on the same
qualifications, distinctiveness between them is therefore limited.
 The visual gap. Many local governments, even those from big cities, still handle
poor sets of images. More quality-oriented politics of city representation are
needed.
 The budget gap. As many cities are now re-thinking their way of marketing
themselves in a context of less spending (Rivas, 2015).
2.3 Urban Branding Strategies
Urban branding strategies result from a process of selection and negotiation of

meaningful local social, cultural, economic or historical aspects (see Fig, 1) which
emphasize Hanna and Rowley strategic place brand management model. Private and
public institutions deliberately manipulate local memory in order to legitimize their
actions and their vision for future development (philo et al, 1993). Urban branding
strategies are not limited to the enhancing and promotion of the city image and
identity, but it extends more, to change it into an urban experience for the interest of
investors, politicians, stakeholders, planners, architects, and other groups that stand
to profit from developing their cities (Helmy, 2008).
Figure (2.1): Strategic place brand management model.
Source: Hanna and Rowley, 2013
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Kavaratzis (2009) suggested the city branding framework as components of an
integrated approach to managing city brands. The categories are:
1. Vision and Strategy: chosen vision for the city’s future and development of a
clear strategy to realise it,
2. Internal Culture (spreading a brand orientation through the city management
and marketing itself,
3. Local Communities: prioritising local needs; involving local residents,
entrepreneurs and businesses in developing and delivering the brand,
4. Synergies: gaining agreement and support of all relevant stakeholders and
providing for balanced participation,
5. Infrastructure: providing for basic needs and delivering the expectations
created by its brand,
6. Cityscape and Gateways: the ability of the built environment to represent
itself and reinforce or damage the city’s brand,
7. Opportunities: opportunities available for targeted individuals such as urban
lifestyle, good services, education and companies ,which signify the potential
of the place,
8. Communications: fine-tuning all intentionally communicated messages
(Kavaratzis, 2009).
Figure (2.2): Branding strategies.
Source: Rehan, 2013
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In general one can say that using branding strategies related to either focus on
material values of the urban spaces – its physical environment and city structure - or
immaterial values of the urban spaces – its logo, its special character and identity
(Nordic Innovation Centre, 2006). Most of the studies in the literature review
suggests that the urban branding strategies focus on three main fields:
 Branding through location which includes: historical sites, flagship projects,

and iconic buildings.
 Branding through city life including: festivals and special events.
 Branding through Mediascape including: advertising publications, slogan,
logo, etc (Helmy, 2008) see (Fig, 2).
In other word, these strategies are categorized into a simple matrix building on
its material respectively immaterial character (Nordic Innovation Centre, 2006). see
(Fig, 3).
Figure (2.3): Urban branding strategies.
Source: Nordic Innovation Centre, 2006
2.3.1 Branding through Location
Much of the work of planners and local governments is directed toward the
improving of physical built environment of cities. Buildings and built infrastructure
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have a power and tangible symbolic value. It is not surprising then that public
initiatives to improve the image of different places have often involved the
manipulation of the built environment to convey new images. Recently, iconic
buildings have gained increasing popularity among urban developers (Nordic
Innovation Centre, 2006).
Historical sites: important part of city branding process which includes

marketing archaeological sites that touches the spirit of civilizations forwards to
activate tourism movement for visitors and residents. Thus, the process of developing
a destination brand identity incorporates relevant local cultural characteristics.
(Konecnik and Go, 2008).
Iconic buildings: iconic or signature buildings have a good reputation among

planners and developers, due to its role in gives a new urban character for the city.
moreover, creates an architectural imprint which highlighting technological
development, society's culture and expresses urban progress.
In the same way as a construction may represent a city or function as

advertising or be a part of a conscious urban branding strategy, a block, a quarter or a
larger project can make up a vital part of an urban branding strategy. A famous
approach has been to use culture in the advertising of a city. Especially, culture has
been used as a counter image for de-industrialized cities in need of establish a new
identity and image (Nordic Innovation Centre, 2006).
Flagship projects: cities invest large sums of money in flagship projects, with
the aim of not only developing the city as such, but also changing the perceptions of
the city brand towards a desired image (Zenker, Beckmann, 2013). Flagship projects
usually involve the rather formulaic development of spectacular new facilities, such
as sport stadia, art galleries, or waterfront developments (Smith, 2006). The use of
large building projects is a common method used to put cities on the map, due to its
role in expressing the progress in construction field, attract investors & visitors,
increasing communicating opportunities with external world and makes change in
the lifestyle for residents.
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2.3.2 Branding through City Life
Festivals & Special events: It is a brand destination strategy involves

engaging new peoples to the social and environmental impacts of a specific place.
Special events can play significant role in building an image for region that will
attract longer term visitation (Morgan et al, 2004). The animated and vibrant aspect
of the city was necessitated at the time of planning the city life, in which a calendar
of activities is carefully planned and continued to be promoted widely as places of
events and celebrations (Helmy, 2008). Types of events can vary widely; they
include festivals, fairs, exhibitions, expositions and shows, meetings and other
business and educational events, sports events, or art events. To summarize, events
can be anything that is planned by a destination to attract and satisfy customers, and
that is out of the ordinary. The roles of events in branding destinations includes:
 The creation of experiences,

 Events as fortification strategy,
 Contribution to destination awareness,
 Contribution to perceived quality,
 Contribution to brand associations,
 Contributions to brand loyalty,
 Contributions to destination positioning (Dimanche, 2002).
Special events and festivals have a positive impact on emerging distinguished

attributes of the city on the architectural, educational, environmental, economic and
social levels.
2.3.3 Branding through Mediascape
Most of branding strategies used advertising as a direct marketing approach. In

addition, reaching an ever more media and advert saturated public is increasingly
difficult. Presenting the right image in the right way through the right channels is a
major challenge for urban branding initiatives. The most used way is the combination
of a slogan and logo. This is often considered an essential starting point for any city
branding campaign (Nordic Innovation Centre, 2006).
Logo: A logo is a graphic mark used to identify a city describe a unique

attribute or value. (Rehan, 2013). The classic example of a successful slogan and
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logo is the 'I Love NY campaign produced for New York State and City authorities.
See (Fig, 4).
Figure (2.4): The official logo of New York City.
Source: Nordic Innovation Centre, 2006
Slogan: A slogan is a short phrase that is easy to remember and used to extract
a characteristic attitude or a goal to be achieved. It is an attractive phrase associated a
brand, and it becomes an important component of the city identification or image.
(Rehan, 2013) the city slogan is a promise. It should be a short and focused phrase
that becomes part of the city logo, representing a mental picture that captures the
essence of the city to all that are exposed to it (Helmy, 2008).
Websites: presenting city attributes, illustrating city image, informing the

calendar of special events and clarifying all facilities offered by local governments.
2.4 Models in Place Branding
There are many models emphasized the process of place or city branding, on
reaching this point, it is helpful to note that very few comprehensive models can be
found in the related literature. This is perhaps a sign that the discipline is still in its
adolescence. It means models tackling the complete chain of place branding, from
the formulation of a consistent city narrative or proposition to brand design and
brand management. Hereafter many models are highlighted, each of them focused on
a particular concept in place branding design (Rivas, 2012).
2.4.1 Model of Three Gap Place Branding
Govers and Go´s model is basically depending on the production of place

image and comparing the roles of hosts (supply) and guests (demand), see (Fig 5) in
order to determine the common gaps in place branding, two of them on the host´s
side: the strategy gap and the performance gap. Thus, the strategy gap in place
branding occurs when the place identity and the place´ s assets (product offering)
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which touching the economic aspect. A third one is the satisfaction gap, in the guest's
side (Govers and Go, 2009).
Figure (2.5): The 3‐gap place branding model of Govers & Go.
Source: Govers and Go, 2009
The model focused on the risk of contradictions between place identities and
real assets on the one hand and between perceived images and real experiences of
place by visitors on the other hand. Place marketing and communication can conduct
and align coherently those interactions. That is interactions between place identity,
product offering (place's main assets), perceived place experience by the visitor and
previous perceived place image.
The 3-gap model is particularly useful for those addressing space and place as
destination. In this context, the “satisfaction gap” does not affect only guests and
visitors but also locals, who increasingly are a main force in shaping the city brand,
and of course have their own perceived place image and mental maps of places
where they live and work (Rivas, 2012).
2.4.2 Model of Kavaratzis
Kavaratzis suggest a model of city communication which highlights many

factors effect on city branding process, within a process in which the city’s image is
at the same time a starting point and the result of a set of actions and processes. The
model discusses the dimensions of communication controllers as seen in (Fig, 6).
21
The model consists of three dimensions of city communication, making a distinction
between actions directly taken by the local authorities in the city (sender-controlled
communication) and the uncontrolled dimension of word of mouth, the result of the
inhabitants perceptions about these actions, but also of the media and communication
from competing cities (Rivas, 2012).
Figure (2.6): Kavaratzis's model on the three forms of city communication.
Source: Rivas, 2012
2.4.3 Anholt's Idea of Competitive Identity
Simon Anholt (2007, 2010) was one of the first scholars and consultants from
the “marketing school” to outline the limits of applying business marketing and
branding concepts to cities and places. So, he faces the brand concept in a
metaphorical sense and understands the field much better around the concept of
“place identity”. From this perspective, three notions play a fundamental role in
Anholt approaches for place branding via competitive identity concept, which are:
 The notion of brand image: image reputation understood as an external,

even cultural phenomenon that is not under the direct control of the ‘owner’
of the brand but which nonetheless is a critical factor that underpins every
transaction between the brand and its consumers.
 The notion of brand equity: the idea that reputation is a hugely valuable
asset that needs to be understand, managed, measured, protected, leveraged
and nurtured over short and long term.
 The notion of brand purpose: the idea that uniting groups of people around
a common strategic vision can create a powerful dynamic wheel for progress,
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and that brand management is first and foremost an internal project (Anholt,
2008).
2.4.4 Thematic Roadmap
The thematic roadmap designed to overcome conventional or superficial

practices in city branding is articulated by five key-words: Narrative, Messaging-
Imagery, Collaboration, Targets and Communications, see (Fig, 7). Each of them
refers to one of the pillars of city branding and marketing´s whole cycle:
 City narrative, as first and most fundamental part of the process.
 The need to turn such narrative into workable communication pieces,

basically throughout core messages, stories and related powerful images –
much more useful than just one single logo and motto.
 Collaboration model or brand partnership as governing system.
 Segmentation is fundamental – identification and prioritization of city's target
groups.
 And finally communication channels and actions.
This comprehensive model has proved to be extremely useful in bringing

together theory and practice, and overall in providing guidance to large-scale peer-
learning, in a way that it has attracted the Eurocities Working Group on City
Attractiveness to share most of the URBACT-City Logo transnational activities, with
the result of over thirty cities from fifteen different European countries involved
(Rivas, 2015).
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Figure (2.7): City branding: concise roadmap.
Source: M.Rivas, Grupo TASO
2.5 City Image
The strategic mobilization of images, visual metaphors, and other forms of

graphical rhetoric has always been central in place promotion. Images of place have
assumed even greater importance, however, with the rise of locational tournaments
of cities bidding for the “right” to host high-stakes transnational spectacles”
(McCallum et al, 2005). When discussing the image of the city from city branding
perspective, it should be noted firstly that nowadays, many cities attempt to promote
themselves through the aid of iconic buildings or landmarks. From a general point of
view, city branding is mainly based on three key attributes, which are image,
uniqueness and authenticity (Riza et al. , 2011). A strong image would have a
positive impact on the satisfaction of the residents and visitors. Also, iconic buildings
have a great contribution to create the image of a city (Jencks, 2005). There seems to
be a public image of any given city which is the overlap of many individual images.
Or perhaps there is a series of public images, each held by some significant number
of citizens. Such group images are necessary if an individual is to operate
successfully within his environment and to cooperate with his fellows (lynch, 1960).
Furthermore, the image of a city, in the sense of the general concept of a place, is
24
formed not only by visual tangible images, but also by many other intangible
elements. Related to the study of urban images highlight aspects relating to the
symbols embodied in the material components of the city (roads, monuments, and
buildings) as well as to many immaterial components such as the habits, lifestyle,
institutions, and in addition to discourses about the city narratives, locals nightlife,
movies, slogans, and local marketing logos, mottos and public campaigns (Shields,
1991) (see Fig, 8).
The use of city image for competitive purposes and attempts to orient the way
they are perceived has become a widespread phenomena. Such images are important
because they make it possible for us to organize information, formulate
generalizations and expectations, and guide our actions (Shields, 1991). This is
basically the reason behind the recent interest of many cities in branding (Kavaratzis
and Ashworth, 2005), the construction of positive and charming images is a
fundamental tool for attracting global flows of tourism and investments to promote
local development (Gold and Ward, 1994). The creation of city image emphasize the
question about how may an urban collective identity emerge from individual
symbolic values and aspirations to social distinction, through the interactions
between the level of individual representations and the more aggregated level of
urban images (Pumain, 1997).
Figure (2.8): City image communication, Kavaratzis, 2005
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2.5.1 The Image of the City (Kevin Lynch)
2.5.1.1 Glossary
The Image of the City (1960) is a book by Kevin Lynch. The book is the result
of a five-year study of Boston, Jersey City and Los Angeles on how observers take in
information of the city, and use it to make mental maps. Lynch's conclusion was that
people formed mental maps of their surroundings consisting of five basic elements
(wikipedia.org). In the first section, new concepts of legibility and imageability are
presented to lay the theoretical foundation of the entire book. Followed by that,
Lynch introduced three American cities as examples to reveal his outcomes of field
reconnaissance, and then made comparisons between each other. In the third section,
five elements and their interrelationships are summarized from previous researches
which act as the core content of the book. In Lynch’s view, image can be explained
as “a picture especially in the mind”, a sentimental combination between objective
city image and subjective human thoughts. The productions of environment images
are influenced by a two-way process between the observer and the observed. The
observer, with great adaptability and in the light of his own purposes, selects,
organizes, and endows with meaning what he/she sees. Therefore, the specific image
can be totally different from the different perspective of observers. To understand
layout of the city people make mental maps which contain mental images of the city
constraints. Elements placed in good form increase human ability to see and
remember patterns which makes it easier for people to learn places.
 Mental map is an individual map of a person’s mental image of his known

world.
 Public image: Each individual holds a unique image of his or her city, a
visual connection that guides out through the cities and maps out meaning.
Legibility
The apparent clarity or "Legibility" of the cityscape. It mean the ease with
which its parts can be recognized and can be organized into a coherent pattern/Just as
this printed page, if it is legible, can be visually grasped as a related pattern of
recognizable symbols, so a legible city would be one whose districts or landmarks or
pathways are easily identifiable and are easily grouped into an over-all pattern.
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Imageability
Physical qualities which relate to the attributes of identity and structure in the
mental image (see Fig, 9). This leads to the definition of what might be called image
ability; that quality in a physical object which gives it a high probability of evoking a
strong image in any given observer. It is that shape, color, or arrangement which
facilitates the making of vividly identified, powerfully structured, highly useful
mental images of the environment.
Figure (2.9): Physical qualities.
Source: Samuel , Sreenath , 2017.
Kevin Lynch found that there are five basic elements which people use to
construct their mental image of a city: Pathways, Districts, Edges, Landmarks,
Nodes. Indeed, these elements may be of more general application, since they seem
to reappear in many types of environmental images (see Fig, 10,11).
27
Figure (2.10): City image elements of Kevin lynch.
Source: Karmakar, 2014
Figure (2.11): Urban design study based on theories presented by Kevin Lynch.
Source: behance
2.5.1.2 City Image Elements of Kevin lynch
1. Paths: are the channels along which the observer customarily, occasionally,
or potentially moves. They may be streets, walkways, transit lines, canals,
railroads (Lynch, 1960) (see Fig, 12).
28
Figure (2.12): Elements of city image: paths.
2. Edges: are the linear elements not used or considered as paths by the
observer. They are the boundaries between two phases, linear breaks in
continuity: shores, railroad cuts, edges of development, walls. They are
lateral references rather than coordinate axes. Such edges may be barriers,
more or less penetrable, which close one region off from another; or they may
be seams, lines along which two regions are related and joined together.
These edge elements, although probably not as dominant as paths, are for
many people important organizing features, particularly in the role of holding
29
together generalized areas, as in the outline of a city by water or wall
(Karmakar, 2014) (see Fig, 13).
Figure (2.13): Elements of city image: edges.
3. Districts: are the medium-to-large sections of the city, conceived of as

having two-dimensional extent, which the observer mentally enters "inside
of", and which are recognizable as having some common, identifying
character. Always identifiable from the inside, they are also used for exterior
reference if visible from the outside. Most people structure their city to some
extent in this way, with individual differences as to whether paths or districts
31
are the dominant elements. It seems to depend not only upon the individual
but also upon the given city (Karmakar, 2014) (see Fig, 14).
Figure (2.14): Elements of city image: districts.
4. Nodes: are points, the strategic spots in a city into which an observer can
enter, and which are the intensive foci to and from which he is traveling.
They may be primarily junctions, places of a break in transportation, a
crossing or convergence of paths, moments of shift from one structure to
another. Or the nodes may be simply concentrations, which gain their
importance from being the condensation of some use or physical character, as
a street-corner hangout or an enclosed square (Karmakar, 2014) (see Fig, 15).
31
Figure (2.15): Elements of city image: nodes.
5. Landmarks: are another type of point-reference, but in this case the

observer does not enter within them, they are external. They are usually a
rather simply defined physical object: building, sign, store, or mountain.
Some landmarks are distant ones, typically seen from many angles and
distances, over the tops of smaller elements, and used as radial references.
They may be within the city or at such a distance that for all practical
purposes they symbolize a constant direction. Such are isolated towers,
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golden domes, great hills. Even a mobile point, like the sun, whose motion is
sufficiently slow and regular, may be employed (Karmakar, 2014) (see Fig,
16).
Figure (2.16): Elements of city image: landmarks.
Building the Image
Environmental images are the result of a two-way process between the

observer and his environment. The environment suggests distinctions and relations,
and the observer with great adaptability and in the light of his own purposes selects,
organizes, and endows with meaning what he sees. The image so developed now
limits and emphasizes what is seen, while the image itself is being tested against the
filtered perceptual input in a constant interacting process. Thus the image of a given
reality may vary significantly between different observers. The coherence of the
image may arise in several ways. There may be little in the real object that is ordered
or remarkable, and yet its mental picture has gained identity and organization
33
through long familiarity. One man may find objects easily on what seems to anyone
else to be a totally disordered work table. Alternatively, an object seen for the first
time may be identified and related not because it is individually familiar but because
it conforms to a stereotype already constructed by the observer (lynch, 1960).
2.5.2 City Image Structure
The contents of the physical city image was determined by Kevin lynch in his
book (The Image Of The City), which classified into general five types of elements:
paths, edges, districts, nodes, and landmarks. Some of studies defined the city image
as a tangible and intangible elements (see Fig, 17). A lessons from Danish initiatives
for branding the immaterial aspects of a city such as: develop an ‘image strategy’
,which consists of an image analysis/survey, a new logo, a graphic design manual,
and an implementation strategy for feeding the new image to local stakeholders,
business communities, municipal officers, and citizens. The image strategy covers
policies for communication and media usage as well as a more or less
institutionalized feed-back input on its efficiency (Nordic Innovation Centre, 2006).
This symbolic construction of the image of the city is usually analyzed from
two different perspectives: the internal image, that perceived and reproduced by the
local actors of the city (those identifying their geographical identities with that
particular place (Lalli, 1992), and the external image, the perception and
representation of the city by people and organizations more or less extraneous to
local life and symbols. External ones are often particularly vague, abstract, and
simplistic; for example, it is common to associate positive and negative values with
unexplored or unfamiliar cities.
City image
City City
structure culture
Figure (2.17): City image elements.
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From the researcher point of view, the realistic visual image of any city shown
by the presence of the following elements together:
 City structure: Architecture, Urban amenities, Skyline.

 City culture: Inhabitants Lifestyle.
Selected Definitions of Product, Place and Destination Image:
 Hunt (1971) stated that destination image is impressions that a person or

persons hold about a state in which they do not reside. However, Lawson and
Bond-Bovy (1977) defined the destination image as an expression of
knowledge, impressions, prejudice, imaginations and emotional thoughts an
individual has of a specific object or place. While Crompton (1979) defined it
as the sum of beliefs, ideas, and impressions that a person has of a
destination.
 Dichter (1985) considered the concept of image can be applied to a political

candidate, a product, and a country. It describes not individual traits or
qualities but the total impression and entity makes on the minds of others,
And Reynolds (1985) emphasized that an image is the mental construct
developed by the consumer on the basis of a few selected impressions among
the flood of total impressions. It comes into being through a creative process
in which selected impressions are elaborated, embellished and ordered.While
Embacher and Buttle (1989) considered image as comprised of the ideas or
conceptions held individually or collectively of the destination under
investigation. Image may comprise both cognitive and evaluative
components.
 Fakeye and Crompton (1991) defined image as the mental construct

developed by a potential tourist on the basis of a few selected impressions
among the flood of total impressions, while Kotler et al (1994) emphasized
the image of a place as the sum of beliefs, ideas, and impressions that a
person holds of it. However, Gartner (1993), (1996) considered destination
images are developed by three hierarchically interrelated components:
cognitive, affective, and conative. But Parenteau (1995) defined the
35
destination image as a favorable or unfavorable prejudice that the audience
and distributors have of the product or destination (Gallarza, 2002).
2.5.3 City Re –imaging
The focus point of urban branding is improving the image of places in the city,
through visualization, communicating ,informing and marketing image at the local
and international level to change it into a spectacle urban experience, according to
various tangible criteria such as physical infrastructure, locations, nature, public
services and amenities (Helmy, 2008). The city imaging is recognized as part of the
representation practices, while also being a part of the urban communication directed
at public within a program of place branding and marketing (Doğan, 2016). The
form and image of a place result from the input of many actors, builders, architects,
developers, landscape architects, utility companies, parks and highway departments,
planners, sign companies, advertisers, businesses, and institutions all contribute to
the composite image. Moreover, form and image may develop without intervention
over long periods of time, or it can be consciously manipulated (Southworth, 1985).
According to Helmy study, the city re-imaging passed through important

specific stages that help to reaching the unique city image, which are identified as
follows:
a) City Re -imaging process
Main phases of the city image planning process are analyzing the current city
image, formulation of a city image vision, developing image strategies, addressing
image planning guidelines, planning of programs and pilot projects, and evaluation
of visual and brand images. Periodic monitoring and continuous feedbacks are
essential steps determined by planning guidelines. It is also considered that some
phases of city imaging process can be worked out parallel to each other (Helmy,
2008).
b) City Re -imaging strategies
City image planning strategies rely on the argument that the city is a structure
and an activity represented through a visual image expressing a specific identity. The
making of a good city image is a meaningful synthesis of activity and structure.
36
Consequently, a city image can be changed or altered both by modifications to its
structures, "the container", and to its activities, "the contents", of the city. Urban
branding is largely influenced by the significant change in the conceptualization of
city imaging over the last few decades (Helmy, 2008).
c) Objectives of Re -imaging strategies
With reference to Helmy study, the objectives of re-imaging strategies revolve

around:
 raise the global competitiveness for the city.

 attract investments in the city.
 change the perception of cities associated with unfavorable narratives.
 visualize the future vision of citie's development.
d) City Re -imaging guidelines
It is important to ensure that the city image works and do its urban functions, in
terms of reliability, consistency, and innovatively that can provide competitive
aspects to retain citizen's desire to live, or to attract tourists and investors. Good city
image planning helps in creating great places to live, work, invest, and enjoy
recreationally. It also includes motivate the development wheel that fits in with
public spaces and the community, promoting and enhancing economic
competitiveness. Helmy study relies on the Gulf cities context to illustrate the study
approach. The concept of these suggested city image planning guidelines are a
combination of prescriptive and performance guidelines. Prescriptive planning
guidelines attempt to establish standards, while performance guidelines provide
general and flexible procedures, rather than prescriptive techniques.
The study directed city image guidelines to be demonstrative and illustrative

for the conceptual design rather than prototype or stereotypical to be followed. The
purpose of these guidelines is to provide interest in more livable and successful city
image for different target groups such as professionals, councilors, business people
and the wider community. The conceptual approach to the planning of city image
suggested that careful and methodical image planning is a key factor in determining
the positive fortune of cities. The suggested imaging guidelines stress the structural
connections between people and places, public and private space, the natural and
37
built environment, movement and urban form, and between the social and economic
purposes for which city areas are used. The previous suggested city re- imaging
guidelines are discussed according to the following:
 General context: expressing an overview of the phenomena.

 Current issues: clarifying the key issue associated with phenomena
(Strengths and weaknesses points).
 Objectives: setting a number of strategic objectives for achieving an
integrated city image planning.
 Specific guidelines: illustrating some possibilities for translating the defined
objectives.
2.6 Summary
This chapter discusses the first question of the study which was "how city
image plays a vital role in the branding of urban spaces?". It becomes very clear that
governments should use the branding methods for marketing their cities depending
on their distinguished services and facilities to enter the urban global race. Moreover,
It can be said that the impact of technology and media in our societies being a
driving force toward improving urban images and awareness about their importance .
Creating city visual image is an effective tool to improve city reputation in both local
and global level. Although, imaging process is more than urban representation, it
extends to reach an integrated urban structure. From other hand, low efficient
planning stems from fragmented urban structure and an inadequate relations between
city amenities. Urban designers, planners, and architects play a crucial role in
managing and creating the city image due to the presence of many techniques that
can be help designers for manipulating city images from changes in physical form or
symbolic communications.
38
Chapter 3
Methodology, Analysis
and Results
39
Chapter 3
Methodology, Analysis and Results
3.1 Introduction
This chapter focuses on presents the methodology by which main data were
collected for this research. Firstly, the process of holding and analyzing the focus
group tool, then present the process of holding and analyzing in-depth interviews, in
addition to show all concluded results.
3.2 Data Collection
In order to collect the needed data for this research, there are two types of data
sources are used:
 Preliminary resources: collected through semi-structured interviews and

conducting a focus group.
 Secondary resources: such as; research papers, thesis, books, journals,
reports, statistics and web pages.
3.2.1 Sampling
The researcher has used the purposive sample which is a non-representative

subset of some larger population, and is constructed to serve a very specific need or
purpose. The researcher has a specific group, three interviewees from local
authorities representatives: Municipality of Gaza, Ministry of Tourism and Gaza
Chamber of Commerce and Industry, on the other hand, the researcher has selected
two urban experts from academic field. It may not be possible to specify the
population they would not all be known, and access will be difficult. The researcher
attempts to reach target group, interviewing whomever is available.
3.3 Focus Group
Focus group discussions are a qualitative research method that consist of a

carefully designed “discussion” which allows people to express their points of view
in a group setting and provide researchers with indicators of program impact. Focus
group interviews nurture different perceptions and points of view and are used to
41
gather information for discovery, bench marking, evaluating, verifying perceptions,
feeling, opinions and thoughts (Patton, 1990). It is a form of qualitative
research consisting of interviews in which a group of people are asked about their
perceptions, opinions, beliefs, and attitudes towards a product, service, concept,
advertisement, idea, or packaging .In the social sciences and urban planning, focus
groups allow interviewers to study people in a more natural conversation pattern than
typically occurs in a one-to-one interview. In combination with participant
observation, they can be used for learning about groups and their patterns of
interaction (Wikipedia.org). The optimal size of a group is 7-10 people (Giannelloni
and Vernette, 2001) to allow the moderator to speak freely to each participant.
3.3.1 Focus Group Uses
The researcher has only one opportunity to gather different data about the city
image and branding situation in Gaza city. A focus group was planned to identify the
experts views about advantages, and opportunities offered by re-image of Gaza city.
The participants were selected according to their experience in the field of urban
planning. Moreover, there is a need to determine the effective strategy for branding
Gaza city and to discuss the criteria which can evaluate the city branding situation in
Gaza city.
3.3.2 Focus Group Advantages
Advantages of conducting a focus group interview are the flexibility in

questioning, the encouragement of dialogue and exchange of ideas, the generation of
hypotheses, being relatively fast and inexpensive and producing findings in a form
that most users fully understand (Miller, 2000). Focus group interviews can provide a
variety of interesting and needed information for certain types of research projects.
Many times focus group interviews do not stand alone as the research tool. They can
be used as a follow-up to quantitative research about the meaning and interpretation
of previously derived data. The challenge to the coordinator of the research is to
determine whether the focus group approach is appropriate to gather the information
desired, how to structure the focus groups and to fully understand the process of
implementation (Villard, 2000). Group discussion produces data and insights that
would be less accessible without interaction found in a group setting listening to
41
others, verbalized experiences stimulates memories, ideas, and experiences in
participants. Moreover the groups discover a common language to describe similar
experiences. This enables the capture of a form of "native language" or "vernacular
speech" to understand the situation.
3.3.3 Focus Group Process
The focus group interview process involves a tremendous amount of stages.

Fifteen architects and urban planners were contacted three weeks before the proposed
date; they were given a general vision about the research topic and its importance.
Several dates have been proposed to choose the appropriate time for each of them.
After many contacts over several days, the focus group date was determined. Then,
all details of time, place, and the discussion duration were defined to the participants
by email which was on 22/11/2017 at 11:00 am in Taiba building in Islamic
University for one hour and a half. One of the researcher’s colleague has been
engaged to record a video for the discussion. In addition to another person attended
for logistic assistance. Ten out of fifteen invitees confirmed their participation by
sending an email. Six of them apologized for attendance due to several reasons in the
focus group morning.
The researcher was arrived early to set up the room and tested all equipment.
The researcher was forced to hold the focus group in the attendance of four
participants only. In holding the focus group discussion, the researcher open with
“small talk”, firstly, the researcher welcomed the participants. Each participant
introduced himself briefly. The researcher explained that notes will be taken and
words will be recorded for clarification purposes only. Then the researcher has
presented a presentation of ten minutes about the research topics and the expected
results. Firstly, focus group guide was distributed to participants which includes
these five main topics: branding policy, branding strategies, applying mechanisms,
monitoring process and measuring results as shown in (Appendix 2).
Secondly, a group of photos for most important destinations in Gaza was

distributed to participants to choose the most effective feature for emerging Gaza
locally and globally. Finally, three options for a measuring tool were distributed and
discussed about proposed percentages for measuring the city branding. At the end of
42
the meeting, participants emphasized the need to ask visitors whom visit Gaza about
their impressions. Finally, The participants have discussed the criteria of suggested
city branding measuring tool.
Then the researcher has started the most intensive and tedious part of the focus
group research which concentrates on analyze and report the results. The noted
results are then compared among the readers with the most common responses
highlighted. The most common responses then became the major results of the study.
3.3.4 Analysis and Findings of Focus Group
The purpose of the focus group is to explore the perceptions of urban planning
experts in which way can Gaza be a branded city. The objectives of the focus group
are:
 to determine the opportunities offered by city image and its role in achieving
a branded Gaza city.
 to study the effective strategy that can create city image, in order to achieve a
successful visualizing for Gaza city.
 to discuss the proposed measuring tool for examining urban branding

practices.
The interview guide was the main instrument, and the researcher used open
questions in order to give the opportunity to exchange views, thoughts and
perspectives on the Gaza city branding; success possibilities and challenges. The data
of focus group were classified as the following themes:
a) Branding Policy and Strategies
The participants explain the essential need of branding process directed by the
government; seeks to enhance Gaza city image at local level in order to attract local
peoples to discover and enjoy their city. Many participants think that there is no
general approach for branding Gaza, but there are individual attempts to upgrading
and branding the city image by media activists and social media bloggers. While
other participants think that there is no clear branding policy for Gaza due to the
siege which prevents the urban development of Gaza in right way, but one of the
participants has commented that there is no general approach for branding, but there
43
are institutional attempts for Gaza city imaging. Many participants have underlined
the government priority must be to define a strategy for organizing the development
process in order to change the image of Gaza through city branding umbrella.
Many participants have pointed out that the instable political situation in Gaza
contributed to reveal the contrast in urban style. Moreover, Gaza suffers from the
absence of specific architectural style; because every 10 years there is a new style
that appears and continues to give a new city image. But other participants have
underlined the importance of rapid and high quality development for coastal area to
attract visitors focusing on organizing the skyline from the offshore side.
Other participants think that Gaza architects play a fundamental role in

existence multi-architectural styles in Gaza. The municipality must specify a specific
style through its organizing regulations. While other participants have said that if
there is a trend to develop the architecture work in Gaza, the government should
adopt a specific architectural style; to create a city character, develop city structure
and support city culture. On other hand, we can apply CityLife strategy through
improving the activities around Gaza harbor.
b) Branding Driving Forces
One of the participants has supported CityLife strategy for branding Gaza city.
He said, “I thinks that Citylife strategy is a vital strategy which we can improve it to
serves the city image”.
Many participants have commented that we should focus on improvement the

Sea Coast as an effective feature in Gaza to change the city image for better through;
therapeutic tourism, chalets, recreational parks, sport clubs, and kids amenities. One
of the participants has underlined the importance of providing a free movement from
- to Gaza at least through Rafah crossing border as a first step to encourage visitors,
while other participants pointed out the essential need to connect the old city, muntar
hill, and sea port as a vital central sites with direct axes to facilitate the accessibility,
but many participants have pointed out the importance of improve the muntar hill to
make it a touristic site, amphitheater and exhibitions ground.
44
Many participants have commented that it is necessary that the government
issued special laws to evaluate the branding process and review feedback .Moreover,
the government should participate the public to evaluate branding practices.
3.4 In-Depth Interviews
In-depth interviewing is a qualitative research technique that involves

conducting intensive individual interviews with a small number of respondents to
explore their perspectives on a particular idea, program, or situation (Boyce, Neale,
2006).
In-depth interviews should be used in place of focus groups if the potential

participants may not be included or comfortable talking openly in a group, or to
distinguish individual (as opposed to group) opinions about something. They are
often used to refine questions for future surveys of a particular group (Boyce, Neale,
2006).
3.4.1 In-Depth Interviews Advantages
The primary advantage of in-depth interviews is that they provide much more
detailed information than what is available through other data collection methods,
such as surveys. They also may provide a more relaxed atmosphere in which to
collect information from people are feel more comfortable. However, there are a few
limitations and pitfalls, each of which is described below (Boyce, Neale, 2006).
3.4.2 In-Depth Interviews Process
The process for conducting in-depth interviews follows the same general
process which followed for other researches: plan, develop instruments, collect data,
analyze data, and disseminate findings. More detailed steps are given below:
1. Plan
The researcher has identified the key persons according to their fields. Then the
researcher has determined what information is needed from the experts
according to the research objectives, study the city structure and behavior of
Gaza, evaluate the touristic situation of Gaza city, and clarify the economic
situation of Gaza city.
45
In addition to list the key persons to be interviewed as follow: General Director
of Tourism in Gaza, General Director of Engineering & Planning in Gaza
Municipality, Public Relations Manager of Gaza Chamber of Commerce &
Industry, and two academic urban experts.
2. Develop Instruments
The researcher has developed the question lists for each intended key
persons, as shown in (Appendix 1), three semi structured questions were
developed for urban experts and Gaza chamber of commerce & industry
interviews, municipality of Gaza interviews, and for ministry of tourism
interviews.
3. Analyze Data
 Transcribe and review data,

 Analyze all interview data,
 Write report,
 Revise.
3.4.3 Analysis and Findings of In-Depth Interviews
The main mass of our research has become the shareholders who have
determining roles in branding Gaza city. In this sense, each of the representatives
from Gaza Municipality, Ministry of Tourism and Gaza Chamber of Commerce and
Industry, Gazan Urban Experts which have featured among shareholders as they
have the authority to make decision. They were asked different open-ended questions
see (Appendix 1). Results of the interviews and findings have been presented below.
In order to analyze the issue in this research concerning the evaluation of

Gaza's potential to be a branded city, the researcher negotiated with General Director
of Tourism in Gaza, General Director of Engineering & Planning in Gaza
Municipality, Public Relations Manager of Gaza Chamber of Commerce & Industry,
and two urban experts, all representing the local authorities. The content of the
interview has been concepted of brand city, outstanding features of Gaza in
becoming a branded city and determining the strategies to be followed during this
process, emphasizing initiatives are launched, SWOT analysis for Gaza urban
46
structure, and where the public should take place in this process. The data of in-depth
interviews were classified as the following themes:
a) Gaza City Structure
X2 has explained the role of the municipality in increasing the landscape

quality in Gaza city that the municipality is trying to increase the green structure in
addition to focusing on street form and street fittings like Rasheed street, Shohadaa
street, Jameat el Dowal street.
Furthermore, X2 has stated that sculptures are an important part of local

landmarks as a place identification, but it’s not enough to be an international
landmarks, and we should focus on create master pieces either in Palestine square or
in the Sea front.
X4 has described the strong points of Gaza structure, the city is characterized
by its rich heritage, Gaza one of the oldest cities in the world, which should develop
its historical sites and revitalize old building exist. The city has distinguished
geographical location, its located on the Mediterranean Sea which have a long coast
line. The city is positioned in closest point between central cities like Jerusalem,
Amman, and Cairo that could be an attraction factor for many crossers from Asia to
Africa to have some days in between. Also, the diverse culture in Gaza city can be a
strong point for people around the world whom search about new cultures in the
Arabic region. While X5 has described some viewpoints about the strong points of
Gaza structure that urban structure in Gaza reflects the residents culture, there is a
harmonic diverse city structure which results from the adaptation ability to face any
urban challenge and attempts to looking for individual or collective solutions.
While X4 has described the weak points of Gaza structure, the city suffers from
slow development of its urban structure. In addition to lack of introducing smart
solutions and high technologies in city's built environment. Moreover, the siege
imposed on the city prevents the city to develop in a right way and shape. Also, the
absence of regulated strategic developments plans and modern structural facilities
But X5 has described the weak points of Gaza structure that local government
has not adjust the urban organization laws to fit with the urgent requirements of city
improvements. In addition to that, the municipality dose not identify a specific
47
architectural style for the city, at least the municipality should oblige the citizens
with specific alternatives for facades cladding in main streets, to reach an
distinguished urban character for Gaza.
X4 has commented on how to increase Gaza local and global reputation as

follows; “the city municipality in cooperation with ministry of tourism should focus
on upgrading the strong points of city structure which mentioned above, mainly the
Coastal area and Old city. To increase the global reputation we should to conserve,
rehabilitate and revitalize historical sites that registered in UNESCO. While X4 has
emphasized the role of government efforts toward facilitate free movement from- to
Gaza, in addition to develop a regional corridor that can connect Gaza with the
global. The interviewees have underlined the vital role of each city in design a
successful city image, depending on many strategies. So, we can achieve a successful
visualizing for Gaza when organizing the city skyline structure from inside offshore
and enabling the urban value of watching a panoramic view for the city from al
Muntar hill.
b) Gaza City Culture
X1 has explained the ministry of tourism vision about the importance of

conducting events and festivals that there are many advantages of conducting local
festivals and participation in global events. The ministry encourage the public and
private institutions to engage in many cultural, industrial, high-tech events to
enhance the image of Gaza. The ministry seeks to increase the number of events and
festivals in all sectors.
While X2 has emphasized the initiatives and plans launched by municipality of

Gaza to upgrading economic activities and supporting entrepreneurs talents that the
municipality is doing good efforts to motivate talents by establishing a
communication channel to support them like set up exhibitions and hold artistic
competitions. Moreover, the municipality holds many workshops with UNDP to
activate the municipality role in improving the economic sector in the city; in
addition to establish the economic unit in the municipality.
Furthermore, X2 has pointed out the municipality vision towards launching

local and international festivals that the municipality have 7 cultural centers that hold
48
many cultural, artistic and sports events, but at modest level and are not promoted in
an organized manner. The annual events must organize under the auspices of the
municipality and shall be announced at the beginning of each year.
c) Gaza City Re-image
X5 has commented that there are main places which make our city
distinguished, the old city of Gaza and the sea coast, firstly the old city provides a
historical tourism paradigm that connected with the centers of the ancient historical
cities, therefore, Gaza its remains a witness to various historical periods passed.
Secondly, the long coastal line can be improved for recreational tourism purposes as
coastal cities around the world.
While X1 has commented about the most important project for enhancing Gaza
city image that there is a suggested strategic plan for coast development and the
target group in first stage are the Gaza residents, the target group in second stage are
residents of West Bank and Occupied 48 Lands .The project will be implemented
after receiving government approval.
However, X3 has stated that Gaza is a well -known city from its wars and
conflicts while there are many cities in Middle East that we have not heard about and
are more important than Gaza, and much of this fame came from the thousands of
solidarity activists who come to Gaza from all over the world. He has pointed out the
urgent need for stability in the city supported with free movement to enhance the city
image of Gaza internationally because there are many people around the world who
want to visit Gaza; to explore this city that has been exposed to many crisis, which
still fighting for freedom and to provide an adequate life for its citizens.
Moreover, X3 has stated that local authorities must pave the way for
positioning Gaza as an attractive destination through facilitate movement from to
Gaza at least opening of Rafah border 24/24 hours as a first step to linking Gaza with
outer world. In addition to motivate visitors to come without fear and hesitation.
X3 has explained the city image opportunities that if Gaza succeed in branding
its image, it will be an important economic hub in Middle East due to its previous
experience before the Israeli blockade where there was an industrial area with
49
international partnerships named with "Carni", if Gaza is stabilized, there is a need
for urgent development in various sectors.
While X5 has underlined the opportunities offered by Gaza city image as

follows; "the creation of city image will contribute in increasing the city reputation.
Moreover, it can motivate people from other region to search on official access to the
city through available crossing borders to explore the city activities. In addition to
change the stereotype image about Gaza from the city of wars to the city of life, city
for recreational tourism deserve to be a famous destination like other Middle East
cities.
d) Potential of Branding Gaza City
X1 has explained the ability of Gaza to engaging in regional cities race of

competitiveness through its city image and identity that Gaza is deep rooted city and
will be one day a main recreational, historical, cultural destination. Just the city need
to lift the blockade and to allow the implementation of its development plans and the
imposition of real sovereignty.
While X4 has stated that each city has its special characteristics and urban
values that can attract people. Either, visitors or tourists want to cross the city, must
remember signs, landmarks, culture, and values exist in it. Each city should have its
own branding depends on its pillars either cultural, historical, recreational or social
characteristics. The city should search on where are the values that can attract people
including residents to work or visit.
X4 has said that branding is one of the main issues that city must develop, in
order to generate new economic activities and more job opportunities. But X3 has
stated that all mentioned strategies the architecture, media, citylife, and business are
in the same importance for reaching a branded Gaza. While X5 has believed that
local government must decide the development direction in which Gaza can be
achieve the branding requirements.
X5 has explained that efficient that the identity of Gaza consists into two parts:
first part refers to our historic identity and the other part is connected with the
changeable culture over time. We should reveal our unique historic identity by
revitalizing the old city.
51
X5 has believed that Gaza city can be a branded city; due to its global fame
that we should exploit it and should work on how to change the dark vision for the
city to a bright one. Gaza on the threshold of new phase “ The end of blockade” there
is a global curiosity towards exploring the free rebellious city which stands up from
the war rubble. Moreover, exploring the nature of Gaza residents that lived under a
complicated circumstances whom struggled to survive and build a better life for them
and for coming generations.
e) Gaza Development Plans
X1 has commented that the blockade is a main preventer to implement the

ministry improvement policies in right direction especially, the closes of Rafah
Border. On other hand the ministry attempts to vitalize the internal tourism by
motivating the investors to establish new facilities and amenities by facilitating the
issuance of permits, reduction of permit fees, increasing the support for generated
media for advertising touristic sites in Gaza city. While X2 has pointed out the value
of restructure the organizational structure before implementing the urban branding
policy to identify the responsibilities priorities for all authorities in order to apply this
policy in efficient manner. First of all, government must improve the tourism
infrastructure to attract tourists, clean sea, clean air, clean streets, high quality of
accommodations, organized transports, because there is no tourism without
superstructure and infrastructure.
X2 has explained that Gaza can be developed in the economic direction

because Gaza is one of the central competitive cities in middle east region, the future
development for city must emerge the competitive potentials as an important city in
the region. Furthermore, the city must have its own distinguished identity. Who looks
on Gaza history can realize the ability of Gaza to be an economic hub including:
commerce exchange, light industries, educational center. Gaza characterized by a
special physical and social character, due to the presence of a large generation of
young people and can be a touristic economic center when become a stable city.
While X3 has pointed out the importance of cooperative role of public and private
institutions in formulate a clear vision for branding Gaza underlined with specific
goals to reach. While X1 has emphasized that Gaza has a cultural heritage, many
51
civilizations and rich historical sites should work on developing the old city as a
historical core and raise its reputation with vital projects which fit with its
distinguished style.
X2 has commented about the municipality role towards improving the old city
that the municipality focuses on enhancing and paving the streets, connecting main
services (water, electricity, sewage), there are no steps to revive the old city; all
works can be considered as a maintenance and rehabilitation. The development
limited for the old building that officially owns by the municipality like neglected
municipality old building in Omar Mukhtar street, it has been restored and reused as
a municipal building. The municipality tries to increase its properties for old
buildings like Qisareya bazar to allow the restoring and reusing process. Property and
disposition missing between different authorities; local government, awqaf and
ministry of tourism.
X2 has explained the municipality’s improvement plans for Palestine square,

Gaza sea port, and Muntar hill that until now there are no an official plans, just
graduation projects in Architecture Departments in local universities. Palestine
square development is incorporated in a graduation project which includes a
commercial administrative master piece building in Firas market. The initiative of
Connected Gaza 2050 suggested many regional development projects for Gaza, one
of them named by Gaza Gate was formulated to a graduation project which include
main components; airport, seaport and artificial islands in coastal area to be an image
for Gaza.
Moreover, X2 has explained the main branding strategies that Gaza

municipality adopted which are: create webpage, twitter and facebook accounts but
the target groups are the citizens to allow them to hold electronic communication
with officials to submit complaints.
Furthermore, X5 has underlined the importance of achievement a successful

visualizing for Gaza by the municipality, local government, ministry of tourism, and
government media office, and must create a city image and inform it in international
and local levels. In addition to upgrading the seaport to be a vital harbor with various
activities to increasing the tourism opportunities. While X3 has emphasize the
52
essential need to vitalize the cooperative work with municipality of Gaza , ministry
of tourism, ministry of culture, and Gaza chamber for commerce and industry to
achieving an urban branded city
X5 has given the architecture and media strategies the same important for
branding Gaza process, she focuses on the strength of the branding city life strategy
more than the branding via business because of the unstable economy.
f) Most Effective Feature for Gaza Logo
X1 has underlined the necessity of creating official logo and official website
for Gaza city, and there is a proposal for Gaza logo and Gaza website that is waiting
the evaluation and finance from government.
While X3 has stated that the most effective features for Gaza logo are Muntar
hill and seaport as a main urban features to create an official logo for Gaza, while X4
has considered the Old city in Gaza as the first destination for visitors to smell the
soul of the passed civilizations. But X5 has stated that we can use the three mention
places (seaport, old city, muntar hill) to create a logo for Gaza city.
Findings
It is clear that Gaza has a strong potential to become a branded city due to its
distinguished features it has, long coastline, its rich history and cultural structure,
geographical position as a central city in the middle east region. In this means, it has
been observed that institutions have various attempts and local authorities agree with
each other about existing obstacles met during the process mainly; the Israeli
blockade.
Firstly, Gaza city needs to have connection axes to be established between its
old city and new city in order to be a brand city .Secondly, there are an adequate
awareness about the importance of branding issue in the minds of officials. The last
factor in defining brand city in the minds of local authorities is activate the
awareness of informing the city at global extent.
The interviews and focus group has emphasized that the most important
features to create visual image and branding Gaza City are:
53
1. Sea Coast: is the strongest destination of Gaza structure due to its
geographical position, moderate climate and its long, which can be
developed to emulate the world famous beaches when:
 Upgrading the seaport to be as a vital harbor to embraces various
activities.
 Organizing the city skyline structure from inside offshore.
 Establishing different facilities like hotels, chalets, kids amenities, and
sport clubs to serve the locals and foreign.
 Establishing an artificial islands to enhance the image of the sea area.
 Increasing the quality of landscaping the sea beach.
 Creating a landmark in the sea.
2. Old City: it is the second destination of Gaza structure which can be
improved to be a historical touristic site when:
 Rehabilitation of all buildings in old city to reveal the whole image of
Gaza heritage and identity.
 Re-use of available buildings to enhance its value in expressing the
character and identity of old city.
 Re-design Palestine square to be as a main landmark for old city.
 Connecting the old city with urban transports.
 Expressing and informing the distinguished characteristics of old city
on different media broadcasts.
3. Muntar Hill: an important destination of Gaza City that gives a natural
advantage when:
 Enabling the urban value of watching a panoramic view for the city
from the hill using telescopes.
 Establishing new facilities that provide different activities.
 Exploiting the hill in launching many variant events and festivals.
 Qualifying the place to attract the nightlife to make it a vibrant place
as long as possible.
54
3.5 Results
 The branding practices in Gaza city are classified as moderate because of the
absence of an official policy for branding which can manage and organize the
process of imaging and branding the city in a right direction like other global
cities.
 The absence of specific architectural style, lack of masterpieces and
landmarks in the city restrict the city branding process via Architecture
strategy.
 There is no official strategy for branding Gaza city via media such as official
website, official logo, official slogan, and advertising but there are individual
attempts in advertising Gaza.
 There is no clear annual calendar for CityLife activities in Gaza City which
complicate branding the city via CityLife strategy.
 The adopted policies for preserve historical and cultural heritage are
inadequate.
 The instable political situation in the city restrict the urban developments in
all sectors.
 The high risk level in the city prevents the international investments in all
sectors.
 The urban structure in the city expresses the low quality of life which
appeared in the lack of open green areas, recreation amenities, and job
opportunities which dramatically decrease the reputation of the city globally.
55
3.6 Developing a Measuring Tool
3.6.1 Process of Setting the Criteria
The researcher has argued that city image must reflect the city structure and
city culture, and most of the interviewees support these formulation. (see Fig, 1)
City image
City City
structure culture
Figure (3.1): City image elements.
The interviewees and the focus group participants have been discussed the
suggested percentages for branding strategies according to the importance of each
strategy for the other to evaluate the city branding and arrange the most important
strategies from the value (4) that refers to the most important strategy to the value (1)
that refers to the least important strategy as shown in (Table 1).
Table (3.1): Opinions of experts about most important strategies in the suggested
measuring tool.
Most Important Strategies

Interviewees
Architecture Media CityLife Business
X1 4 2 3 1
X2 4 2 4 3
X3 4 3 4 2
X4 4 2 4 3
X5 3 2 4 4
X6 4 2 4 3
X7 4 2 3 1
56
Most Important Strategies
Interviewees
Architecture Media CityLife Business
X8 4 3 4 2
X9 4 2 3 2
X10 4 3 4 4
Sum 39 23 37 25
Total sum = 124 % 31.5 % 18.5 % 29.8 % 20.2
It is obvious from the results in the previous table, there is a strong trend
towards support the essential role of Architecture and CityLife strategies in
measuring and evaluating the city branding. Moreover, the experts have pointed out
the importance of these essential strategies along with economy and media strategies;
to create a visual image of the city in the eyes and minds of local people or visitors,
and the success of these strategies must be a priority of different local authorities to
achieve the success of city branding.
According to the previous (Table 1) the strategy of Branding via Architecture

has the following percentage : (39/124)×100 = % 31.5 and the strategy of Branding
via Media has the following percentage: (23/124)×100 = % 18.5. Refers to the
previous table; the strategy of Branding via CityLife has the following percentage:
(37/124)×100 = % 29.8 where the strategy of Branding via Business has the
following percentage: (25/124)×100 = % 20.2
The researcher has discussed the resulted percentages with the focus group
participants and the supervisors to reach a balanced ratio in the final percentage for
each strategy according to its important and vital role in branding and imaging the
city. The experts agree with the presented percentages in (Table 2) which emphasizes
the partial percentage of each criterions. Firstly, they give 35 % for each of
Architecture and CityLife strategies; due to their essential role in branding and
imaging the city, on the other hand the experts agree to give 15% for each of Media
and Business strategies; due to their complementary role in imaging the city.
57
The table 2 has presented the classification of the suggested branding strategies
into the following method: 35% for the branding via Architecture strategy which
distributed on four criterions: Master pieces/mega building, Green open areas,
Landmarks and Historical Sites, 15% for the branding via Media strategy which
distributed on four criterions: Official website, Official logo, Official slogans and
Advertising , 35% for the branding via CityLife strategy which distributed on four
criterions: Special events, Folklore and Heritage Festivals, International festivals,
and City nightlife, and 15% for the branding via Business strategy which distributed
on four criterions: Gender equality in employment, Range of annual new
opportunities, Existence of global investments and Quality of accommodations.
Table (3.2): The final criteria and percentages of the measuring tool according to the
focus group.
City Branding Strategies 100% Criterion %

Master pieces/mega building 10%
1-3 6%
1.1
4-5 8%
More than 5 10%
Green open areas 10%
1-3 6%
1.2
4-5 8%
1- Branding via
35% More than 5 10%
Architecture
Landmarks 10%
1-3 6%
1.3
4-5 8%
More than 5 10%
Historical Sites 5%
1.4 1-3 3%
More than 3 5%
2.1 Official website 6%
2- Branding via 2.2 Official logo 3%

15%
Media 2.3 Official slogans 3%
2.4 Advertising 3%
3- Branding via 35% 3.1 Special events 10%
58
City Branding Strategies 100% Criterion %
CityLife Cultural events 8%
Cultural and economic events 11%
Folklore and Heritage Festivals 10%
3.2 3-5 8%
More than 5 11%
International festivals 10%
3.3 1-3 8%
More than 3 10%
3.4 City nightlife 5%
4.1 Gender equality in Employment 2%
Range of annual new opportunities 3%
4.2 low 1%
high 3%
Existence of Global investments 4%
4- Branding via
15% 4.3 low 2%
Business
high 4%
Quality of accommodations 6%
low 2%
4.4
moderate 4%
high 6%
The tool will give the following results depending on the data entered as show
in table (3.3).
Table (3.3): The measuring tool results according to the focus group.
Percentage Result
20 - 30 % very weak branding
31 - 40 % weak branding
41 - 50 % moderate branding
51 - 60 % in growing branding
61 - 70 % good branding
71 - 80 % very good branding
81 - 90 % successful branding
59
3.6.2 Applying the Measuring Tool on Gaza City
The researcher has measured the situation of branding strategies in Gaza City
by the data from records of Palestinian Central Bureau of statistics, UN researches,
visitors blogs, journalists articles, social activists, media bloggers, and local
instagrammers. The researcher has entered data as follows:
Branding via Architecture
According to the General Director of Engineering & Planning in Gaza Municipality,

visitors blogs, journalists articles, social activists, media bloggers, and local
instagrammers about the architectural situation in Gaza:
 Master pieces/mega building: Capital Mall, Mashtal Hotel.

 Green open areas: Seaport, Al-gondy al-Majhool, Municipality Park.
 Landmarks: there is many local sculptures but there is no real landmarks.
 Historical Sites: Anthedon harbour, Qasr el basha, Hammam es-samra, Tell el
muntar, The Grand mosque, Sayyed Hashem mosque, Church of Saint
Porphyrius.
Branding via Media
According to the interview with General Director of Engineering & Planning in Gaza
Municipality and General Director of Tourism in Gaza about the official media
situation:
 Official website: there is no official website for Gaza city.

 Official logo: there is no official logo for Gaza city.
 Official slogans: there is no official slogan for Gaza city.
 Advertising: There are an individual attempts for advertising Gaza city by
social activists.
Branding via CityLife
According to the interview with Public Relations Manager of Gaza Chamber Of

Commerce & Industry and General Director of Engineering & Planning in Gaza
Municipality about the CityLife activities in Gaza:
61
 Special events: there is little number of cultural events and there is no
economic events.
 Folklore and Heritage Festivals: there is no annual Folklore festivals.
 International festivals: there is a few number of international cultural festivals
like, The Women Film Festival Shashat, Red Carpet Human Rights Film
Festival.
 City nightlife: there is a limited few nightlife in some areas in Remal and Tal
el-hawa neighborhoods.
Branding via Business
According to the Palestinian Central Bureau of Statistics (2017), the labor force
participation rate in Gaza strip 46.1%, the gap in the participation rate between males
and females in Palestine still very big where it reached 71.6% for males compared
with 19.3% for females. The unemployment rate in Gaza Strip was 41.7% compared
with 18.2% in the West Bank in 2016, and the unemployment rate for males in
Palestine was 22.2% compared with 44.7% for females in 2016.
 Gender equality in Employment: there is no gender equality in employment.

 Range of annual new opportunities: low annual new opportunities in all
sectors.
 Existence of Global investments: according to the interview with Public
Relations Manager of Gaza Chamber Of Commerce & Industry, there are low
global investments in Gaza.
 Quality of accommodations: according to the interview with General Director
of Tourism in Gaza and Public Relations Manager of Gaza Chamber Of
Commerce & Industry, there is a low quality of accommodations in Gaza.
As seen in (Fig, 2), the main window of the city branding measuring tool (CBMT)
which developed to evaluate the branding situation in Gaza city, it can also be used
to evaluate the branding situation in any city around the world. The overview
window emphasizes the users, tasks, and final results of the tool.
61
Figure (3.2): The main window of the measuring tool.
62
As seen in (Fig, 3), we must fill the boxes with actual numbers for measuring
branding via architecture strategy, according to the table 2, the value (2) in the field
of masterpieces takes (6%), while the value (3) in the field of green areas takes (6%),
but the value (0) in the field of landmarks takes (0%), however the value of (7) in the
field of historical sites takes (5%). And so, the final percentage of the tested strategy
is (17%).
Figure (3.3): The measuring of branding via Architecture.
As seen in (Fig, 4), we must hit one click on the actually existing field for measuring
branding via media strategy, as shown before there are no official website, no official
logo, and no official slogan, but there are individual attempts for advertising Gaza
city by social activists, consequently, the field of advertising takes (3%) according to
the table 2. And so, the final percentage of the tested strategy is (3%).
63
Figure (3.4): The measuring of branding via Media.
As seen in (Fig, 5), we must fill the boxes with actual numbers for measuring
branding via CityLife strategy, according to the table 2, there are no economic
events; so we hit a click on cultural events which takes (8%), however the value (0)
in the field of folklore and heritage festivals takes (0%), while the value (2) in the
field of international festivals takes (8%), but the value (0) in the field of city
nightlife takes (0%). And so, the final percentage of the tested strategy is (16%).
64
Figure (3.5): The measuring of branding via CityLife.
As seen in (Fig, 6), we must hit one click on the actual existing fields for measuring
branding via business strategy, according to the table 2, there are no gender equality
in employment in Gaza which takes (0%), however, hit a click on the box of low in
the field of range of annual new employment takes (1%), while the field of global
investments takes (2%), but the field of quality of accommodations takes (2%). And
so, the final percentage of the tested strategy is (5%).
65
Figure (3.6): The measuring of branding via Business.
As seen in (Fig, 7) , the total of all percentages for the tested strategies is (41%),
consequently according to table 3, the final result means that the branding
situation in Gaza city is moderate branding.
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Figure (3.7): The final result.
3.7 Summary
It is obvious that Gaza can be a brand city due to its distinguished features it
has, long coastline, its rich history, cultural structure, and geographical position. The
interviews and focus group demonstrate that the most important features to create
visual image and branding Gaza city are: Sea coast, Old city and Muntar hill.
The experts have pointed out the essential role of architecture and citylife
strategies in measuring and evaluating the city branding. Moreover, the experts were
underlined the importance of these essential strategies along with economy and
media strategies; to create a visual image of the city in the eyes and minds of local
people or visitors, and the success of these strategies must be a priority of different
local authorities to achieve the success of city branding.
67
Chapter 4
Imaging and Branding
68
Chapter 4
Imaging and Branding
4.1 Introduction
This chapter focuses on the process of branding and creating city image of
Istanbul city, in addition to highlight the existing image structure of Gaza city,
moreover, this chapter determine the main destinations and attractions for re-imaging
Gaza city locally and globally.
4.2 Istanbul City
Istanbul, Turkish İstanbul, formerly Constantinople, ancient Byzantium, largest

city and seaport of Turkey. It was formerly the capital of the Byzantine Empire, of
the Ottoman Empire, and until 1923 of the Turkish Republic. The old walled city of
Istanbul stands on a triangular peninsula between Europe and Asia. Sometimes as
a bridge, sometimes as a barrier, Istanbul for more than 2,500 years has stood
between conflicting surges of religion, culture, and imperial power. For most of those
years it was one of the most coveted cities in the world (Ehrlich, 2017).
4.2.1 Istanbul City image structure
Istanbul is a rich city in terms of natural, historical and cultural destination

attractions due to its ancient history, strategic geopolitical location and its
cosmopolite nature. Furthermore the fact that Istanbul is the cultural, social,
economic and financial capital of Turkey and offers distinctive resources like cultural
heritage, history, natural wonders and a world cuisine are among the distinctive
characteristics of Istanbul (Krom, 2016). The change of the city image from an
oriental portrait to multicultural European city vibrating with arts and culture started
synchronously with negotiations on Turkey’s European Union membership and
designation for ECOC . Improving the capital’s image was the concluding order of
the business. The models most admired were the European capitals. Tourism has
become a tool to demonstrate to the European Union the economic, technological
and physical as well as conservative/Islamic power change in the social context of
Istanbul; in other words, the making of a stage for the ‘dialogue of civilizations’
between the West and the Islamic countries as well as a stage for the Cultural Capital
69
of Europe in 2010 has been introduced through the ‘tourist gaze’. In the period of the
‘tourist gaze’, Istanbul has witnessed the physicalization of multi-national
investments with an upscale architectural vocabulary as multi-use complexes of
residential towers, offices and shopping malls located into globalized cores of ‘social
distinction’ (Dogan, 2009).
Istanbul has many advantages since it is the cultural, financial and industrial
capital of Turkey. The importance of the city for the country increases day by day.
To understand the capability of Istanbul some basic factors should be clarified.
Characteristics of the city make it more attractive. Istanbul has a unique natural and
historical heritage. The creative capacity of Istanbul derives from its history.
Multicultural life gives the city another important value. There are no barriers for
new comers. Additionally, life never stops in Istanbul thanks to its location as a
crossroad. Another important point is that a great variety of people from each and
every socio-economic groups of the country live in Istanbul. On the other hand, there
are also some disadvantages. Central government and local authority try to change
the city’s atmosphere to market the city in the global arena (Kurtarir, Cengiz, 2005).
Istanbul consists of many famous districts located in both European and Asian sides
of the city which have different characteristics.
4.2.2 Istanbul City branding plan
City branding requires a strong brand image developed through extensive

strategic image management and positioning activities along with the execution of
marketing plans which includes the improvement of social services, city
reconstruction and economic developments. Destination management is defined as
developing a certain tourism strategy and plan and coordinating and integrating all
the elements of marketing mix in particular geographic area in accordance with this
strategy and plan. In addition destination management is based on competitive
positioning and involves making decisions about branding and image making and the
marketing mix in order to bring the producers and the customers together (Krom,
2016).
Urban branding in Turkey is a recent phenomenon. It can be traced back to the

1980s. Unlike its counterparts in Europe and North America, regeneration of Istanbul
71
urban character did not aim to redevelop city centers in the post war period or to
revitalize city centers which were abandoned due to urban sprawl. Instead, urban
regeneration policies in Istanbul have been motivated by the Marmara Earthquake
(1999), informal housing, increase in international investment, Turkey’s EU
candidacy and adaptation process to the EU policies. Over the last two decades,
urban regeneration’s local features, methods and local governments’ role have been
discussed and redefined. Consecutively made regulations have been legal basis for
urban regeneration. Urban regeneration, which initially began in residential areas and
waterfronts, has recently been discussed as a tool for cultural tourism as Istanbul
bears the title of ECOC. Cultural tourism oriented regeneration projects in Istanbul
are recently included on government agendas. Today, development of cultural
tourism strategies is the main objective for several regeneration projects, primarily
set for registered residential zones, tourism areas and waterfronts. Intangible
heritage, one of the main tools to bring cultural motifs to tourism, has a significant
role in culture led urban regeneration. Turkey signed The Convention for the
Safeguarding of the Intangible Cultural Heritage, prepared by UNESCO in 2003
(Uysal, Özden, 2011).
4.2.3 Branding Strategies
4.2.3.1 Branding Architecture
Istanbul is one of the great architectural and cultural cities of the world.
Turkish palaces, mosques, museums, monuments, and hundreds of water fountains
help tell the story of this old city. Many of the mosques and other historic landmarks
were added to UNESCO's World Heritage List in 1985.
In July, 2005 Istanbul hosted 22nd World Architecture Congress organized by

the International Union of Architects (UIA). efik Onat, the Head of the UIA 2005
Organization Committee, highlighted Istanbul as being “the most problematic city of
the world” in contrast to Florence as “the world’s center of art and culture“ and
Nagoya as “the most perfect city of the world” which were the other two candidates
for the same year. Interpreting Istanbul’s problematic urbanization as a potential
point of attraction for architects, Onat was already giving clues of the upcoming
celebrations of Istanbul as a chaotic city (Ozkan, 2008) in (Dogan, 2009).
71
The urban centers of Istanbul are set for a rapid transformation, as major
districts are rebuilt, historic areas are renewed and new cities are founded. This
presents opportunities for construction and real estate sector. Foreign interest
therefore continues to support growth in Istanbul’s real estate market.
The congress was a great opportunity for Istanbul in terms of contributing to

the city’s tourism sector because it would include a lot of publicity and thus promote
the city’s image on the world stage. The billboards featured photographs of mosques
by the 16th century Ottoman master architect Sinan, while banners stretched on
pedestrian overpasses displayed a monochrome sketch of the Maiden’s Tower, one
of the iconographic symbols commonly used in publicity campaigns about Istanbul.
That is, the iconography of the city’s welcome call to architects was not much
different from the touristic and commercial imagery used to make Istanbul look
appealing to its touristically motivated visitors (Dogan, 2009).
4.2.3.2 Branding CityLife
In the global map of competition, cities seek to host international events to

attract visitors and investment. Hallmark events not only contribute the image of a
particular city and boost local pride, but also become a catalyst for urban
regeneration.
Priceless moments in the timeless city:
Istanbul offers a pristine natural and historic setting, world class dining and
nightlife, luxurious accommodations and a variety of one-of-a-kind attractions. The
city is also a magnetic location for tourists searching for alternative destinations. The
city maintains its dynamism and brightness the whole year through various tourism
types. You can find a combination of alternatives waiting for you. Culture, congress
& event, cruise & yacht, health, golf, faith, sports and many more are ready to get
explored in the city (istka.org.tr).
Hallmark events generate considerable income, though in some cases they can
cause big financial losses. In 2009, Turkey is ranked the 7th on the list of the most
visited countries with about 27 million tourists. Istanbul is ranked as the 9th on the
list of the most visited cities in the world, with more than 7.5 million international
visitors. Istanbul has improved its tourism facilities for hospitality management in
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the last five years. The number of international events has doubled in the last ten
years and the number of participants exceeded 75.000. In terms of congress
participants, Istanbul is ranked as the 4th in the world in 2009 (Uysal, Özden, 2011).
4.2.3.3 Branding Business
World’s New Financial Hub: Istanbul: Over the past 12 years, Istanbul’s
economy has experienced rapid structural change. Istanbul’s defining economic role
has evolved from a service center to a dynamic urban center with strong, multi-
faceted international connections that have strengthened dramatically with the rise of
Turkey’s broad vision. The economy is now highly diversified thanks to strengths in
many new areas including significant clusters in knowledge-based sectors (Koç,
2017).
Istanbul not only offers a great set of cultural and touristic attractions, but the
city’s low real estate prices, labor costs and other operational costs make it a highly
competitive location for a global financial center. Although Istanbul is one of the
most important cities in Turkey with a qualified labor force, it is necessary to support
a capacity increase in this regard in terms of the future and functioning of the IFC.
Particularly in the field of finance, the local labor force is expected and encouraged
to grow, and international experts are expected to come to Istanbul (Koç, 2017).
The Potential of Istanbul as a Financial Center: According to the "Global

Financial Centres Index", a publication by the Qatar Financial Centre accepted as a
reference in the evaluation of financial centers, factors such as the quality of the
workforce, the functioning of the financial sector, the legal infrastructure, and the
investment climate play a decisive role in a city's position in global financial
markets. Istanbul, which finds itself in the Global Financial Centers Index from 2009
onwards with the IFC Project, is on its way to becoming one of the most important
centers with its rising performance (Koç, 2017).
4.2.3.4 Branding via Media
Multifaceted media have being branding the city culture as a resource used to
foster economic growth. Through creative and cultural activities, events and
festivals, cities aim to attracting new visitors, residents and companies. Istanbul city
promotional advertising campaigns have been increasingly focusing on distinctive
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cultural, leisure, entertainment, and shopping possibilities made available to
nowadays “society of consumers” (Istanbulview).
Logo: The emblem of the municipality of Istanbul was designed by Metin

Edremit, winner of a contest organized by the municipal administration in 1969. The
lower part of the emblem shows the Bosphorus, which separates the town into two
parts and combines two continents (Europe and Asia) see (Fig, 1). The city walls of
the historical town are shown on each side. The famous mosques of Istanbul and
their minarets, which constitute a major item in the town's tourism potential, are
symbolized as they are seen in the Istanbul skyline. The seven triangles in the middle
of the emblem represent the seven hills on which Istanbul was built (Municipality of
Istanbul, 2016).
Figure (4.1): Istanbul official logo.
Source: https://flagspot.net/flags/tr-34-is.html
Slogan: Many famous phrases which describe the city of Istanbul were
launched. Turkey’s Sports Minister, Suat l , publically revealed the Olympic
games bid’s slogan .“Istanbul 2020 – Bridge Together” , there is strong bridge
between the past and the present and this motto will bring success to the Turkish
people, and to the Olympic Games. Moreover, Napoleon Bonaparte described
Istanbul in a magnificent phrase “The Earth were a single state, Istanbul would be its
capital” (Ehrlich, 2017).
Websites: Below a list of important websites aims to promoting Istanbul city

branding marketing the city as a global city:
74
 http://www.istanbulcityguide.com
 http://howtoistanbul.com/
 http://www.istanbulview.com
 http://en.istanbul.com
4.3 Gaza City Context
4.3.1 Gaza City History
Gaza was a major Philistine city in the early Iron Age, and the site of the
Canaanite God of fertility, Dagon. Gaza City is mentioned a number of times in the
Bible, especially as the place, where according to tradition, Samson brought down
the Philistine temple. In 734 BC the Assyrian king Tiglath-Pileser III captured Gaza
and the city remained under Assyrian control until the middle of the seventh century
BC. In the sixth century Gaza became an important royal fortress under the
Babylonians. The city of Gaza flourished during the Hellenistic and Roman periods.
It was mentioned by the ancient Greek writer Herodouts as Kadytis. In 332 BC, the
city was captured by Alexander the Great after a long siege. During the Roman
Period, Gaza became a major urban centre, with temples dedicated to Zeus,
Aphropdite, Apollo and the major local deity Marnas (Taha, 2014).
The city was expanded beyond the ancient settlement and the ancient port of
Maiumas was established. During the Byzantine Period, the name of the city was
changed to Constantia and a large church was built on the site of the temple of
Marnas in the fifth century AD. The city was depicted on the Madab mosaic map
from the sixth century as a large city with colonnaded streets and a large basilica in
the centre. It was shown also on the mosaic floor of the church of St. Stephen at
Umm Er-Rasas, from the eighth century. In 636, Gaza came under Islamic rule. It
became famous as the burial place of Hashim, the grandfather of prophet Mohammed
and as the birthplace of Al-Shafia. The church of John the Baptist was built on the
site of the Eudoxiana. In 1187 the city was captured by Saladin and became part of
the Ayyubid state. Gaza was a regional capital during the Mamluk period. In 1516
the city of Gaza fell to the Ottoman Empire and became the capital of the province of
Palestine. It flourished during this period as a main trade center and a station on the
75
main trade route between Egypt, Palestine, and Arabia. Gaza was under British rule
from 1918 to1948, and to the Egyptian rule between 1948 and 1967, when it fell
under Israeli occupation in 1967. Following the transfer of authority to the
Palestinians in 1995, Gaza was again under the control of its people (Taha, 2014).
The Old City forms the main part of Gaza's nucleus. It is roughly divided into
two quarters; the northern Daraj Quarter (also known as the Muslim Quarter) and the
southern Zaytun Quarter (which contained the Jewish and Christian quarters). Most
structures date from the Mamluk and Ottoman eras, and some were built on top of
earlier structures. The ancient part of the Old City is about 1.6 square kilometres
(0.62 sq mi) (wikipedia.org).
There are seven historic gates to the Old City: Bab Asqalan, Bab al-Darum,
Bab al-Bahr, Bab Marnas, Bab al-Baladiyah, Bab al-Khalil, and Bab al-
Muntar. Some of the older buildings use the ablaq style of decoration which features
alternating layers of red and white masonry, prevalent in the Mamluk era. Daraj
contains the Gold (Qissariya) Market as well as the Great Mosque of Gaza (oldest
mosque in Gaza) and the Sayed al-Hashim Mosque. In Zaytun lies the Saint
Porphryrius Church, the Katib al-Wilaya Mosque, and Hamam as-Samra (see Fig,
2,3) (wikipedia.org).
Figure (4.2): Qasr el-Basha. Figure (4.3): Hammam al-samra.
Source: Ministry of Tourism and Source: Al Raya media.2016

Antiquities
76
Al-Omari Mosque
The Grand Mosque is the oldest and oldest mosque in the Gaza Strip. It is
located in the ancient city of Gaza. It was named in honor of the caliph Omar Ibn al-
Khattab, the conqueror of the conquests, see (Fig, 4). The site of the current mosque
was an ancient Palestinian temple, then the Byzantines turned it into a church in the
fifth century AD, and after the Islamic conquest in the seventh century Muslims
turned into a mosque. It was described by the traveler and Muslim geographer Ibn
Battuta as "the beautiful mosque" in the tenth century AD. In 1033 an earthquake hit
the area and led to the fall of the minaret of the Great Mosque of Omari (steemit.
2017).
Figure (4.4): Al-Omari mosque
Source: Ministry of Tourism and Antiquities
Sayyed Hashem Mosque
Located in the Al-Daraj Quarter, the mosque is one of the biggest and most
beautiful in Gaza, see (Fig, 5). The tomb of the Prophet Muhammad’s grandfather
Hashem Bin Abdulmanaf, who died in Gaza during a trading voyage, is believed to
be under the dome of the mosque (Ministry of Tourism and Antiquities, 2017).
77
Figure (4.5): Sayyed hashem mosque.
Source: Ministry of Tourism and Antiquities
Saint Porphyrus Church
This fourth century church is where Saint Porphyrus died and was buried in
420 AD, see (Fig, 6). It is located in the Gaza’s Old city and is still used by the
Greek Orthodox Community (Ministry of Tourism and Antiquities, 2017).
Figure (4.6): Porphyrus church.
Source:Ministry of Tourism and Antiquities
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Old Anthedon Harbour
“ The archaeological site of the ancient harbor city of Anthedonis located along
the Mediterranean Sea, in the northern corner of the Gaza Strip. Anthedon is the first
known seaport of Gaza. It was inhabited from 800 BC to 1100 AD. Anthedon
represents a clear example among seaports along the Eastern Mediterranean coast,
demarcating the ancient trade route that linked Europe with the Levan tduring the
Phoenician, Roman, and Hellenistic periods. Abundant archaeological evidence
provides a complete and comprehensive picture of the historical and archaeological
evolution in the region, which reflects the rich socio-cultural and socio-economic
interchange between Europe and the Levant” (International Chamber of Commerce,
2013).
4.3.2 Gaza City Location
Along the Mediterranean coast the winters are short, mild and rainy and the
summers long, hot and dry. Gaza (365 km2) is a coastal area along the eastern
Mediterranean Sea, 40 km long and between 6 to12 km wide and 32 km north of the
Egyptian border, Gaza City is considered one of the most ancient towns in the world.
Strategically placed on the Mediterranean coastal route, ancient Gaza was a
prosperous trade center and a stop on the caravan route between Egypt and Syria.
The location of Gaza on the main road along the coast which links Egypt with
Palestine and Phoenicia gives it, along the history, a special importance to every
general who aimed to invade Egypt from the north or Palestine from the south
(Ismail, 2012).
4.3.3 Gaza City Climate
The area forms a transitional zone between the sub-humid coastal zone of
Israel in the north, the semiarid loess plains of the northern Negev desert in the east
and the arid Sinai Desert of Egypt in the south.
According to the Koppen system for climatic zoning, Gaza has a

Mediterranean dry summer subtropical climate with mild winters. This climate is
classified as Csa indicating that the warmest month has a mean temperature above 22
C0. The average daily mean temperature ranges from 25 in summer to 13 in winter.
Daily relative humidity fluctuates between 65% in the daytime and 85% at night in
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the summer, and between 60% and 80% respectively in winter. In Gaza the amount
of rainfall is 450 mm. There is a distinct yearly fluctuation in the mean monthly
values of solar radiation during wintertime as they reach one third of the summer
months’ values. The total incoming radiation is relatively high, which is a great
advantage for agriculture and greenhouse cultivation (Hadid, 2002).
4.3.4 Gaza City Demography
Gaza is the largest city of the State of Palestine with an estimated population of
750,000 in 2015.Gaza City itself is likely the 40th most densely populated urban
area globally. While it may not be the most densely populated, it actually has a very
small geographical area of just 17 square miles. This means there are 42,600 people
per square mile.
Most people in Gaza are Muslim, most of whom follow Sunni Islam. Gaza has
about 3,500 Palestinian Christians who live in the Zaytun Quarter of the Old city.
Most belong to Roman Catholic, Baptist, and Greek Orthodox denominations.
Gaza has a very high percentage of young people. About 75% of Gaza's
population is under the age of 25 (World population review: Gaza Population, 2017).
4.3.5 Gaza City Economic Situation
Gaza’s economic performance suffered a heavy blow initially due to the events
of 2005-2008, from the disengagement, through the Hamas take-over, the tightening
of the closure, and the escalation of hostilities. It suffered another major setback
following the 2014 escalation. The contraction of economic activity was particularly
significant in 2014 when real GDP fell by over 15%. Inflow of foreign aid for
reconstruction after each escalation of hostilities in 2008-09, 2012 and 2014 have
helped boost Gaza’s growth rates temporarily (UN research, 2016).
Most businesses in Gaza are traditionally family-owned and family-operated,

and largely engaged in trade and services activities. Businesses are mostly small in
size, with the majority only employing 1-4 workers and having asset values under
US$30,00028. Gaza firms compare far less favourably than their counterparts in East
Jerusalem and the West Bank in terms of productivity and cost-effectiveness.
According to the World Bank, Gaza’s private sector businesses are characterized by
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a low-level of labour productivity (i.e. value-added per worker), capital intensity
(capital units per worker) and total factor productivity (a measure of firms’ technical
efficiency) (UN research, 2016).
Gaza’s private sector is the engine of any future economic growth but remains
highly constrained by the impact of the restrictions on movement and access to
natural resources and markets, in addition to recurrent destructive outbreaks of
hostilities. During the 2014 hostilities, Gaza’s productive sector incurred direct
damages estimated at US$418 million while indirect losses due to lost income and
business opportunities as a result of the conflict reached an additional $451 million.
Two years after the latest round of hostilities, Gaza’s private sector still report a 50-
60% decline in terms of capital assets, production and sales, employment and
exports, compared to pre-2014 levels.30 This has been exacerbated by inadequate
international financial support to address the extensive damage and losses caused by
the escalation in hostilities and to help initiate recovery (UN research, 2017).
4.3.6 Gaza City Social Situation
Strong ties between relatives, neighbors and family members has its
remarkable effect on people daily life there as well as requires a specified space for
social gathering in each house. In addition, religion and cultural background play an
important role in forming and framing the social life in the Strip that the society there
is considered as a conservative one. Privacy, for example, is an important value
which is highly required when designing a house in Gaza. This means that separation
between guest area and the rest of the house is always applied to respect the privacy
of the house (Ismail, 2012).
4.3.7 Gaza City Touristic Situation
Gaza is the coastal part of Palestine, known as the gateway to Asia, as it has
been a trading port for many years. have unique historical and cultural sites. Despite
the unstable political situation, Gaza is rich in cultural and archeological treasures,
famous for beaches and seafood. Gaza was conquered by Alexander The Great and
later ruled by the Romans, and then the Islamic Empire followed by the Ottomans
and the British, a beautifully landscaped British war cemetery can be found in the
city. According to the Ministry of Tourism and Antiquities, there are many attraction
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sites in Gaza, including the Byzantine ruins and tombs that have recently been
excavated in the northern part of Gaza. Another site that is interesting to see is a
design gallery, including the Arts and Crafts Village, inspired by the Islamic
architecture, and exhibitions of modern art made by national and international artists
(International Chamber of Commerce, 2013).
Gaza city has the potential to attract holiday-goers; sun-worshippers headed to

any other beach would adore the city’s sandy beaches and old-world charm. What’s
stopping the influx of tourists has been the massive destruction caused by the Israeli
military fighting against the state’s governing body, tearing up the infrastructure of
the city and causing unspeakable damage to the soul of the city.
Due to the limited investment in the tourism sector, the rate of job creation in
comparison to the supply of labor in the market has resulted in a high rate of
unemployment and hence the Palestinian society is witnessing “brain Drain” with
many youth seeking work abroad. The brain drain can be also attributed to the
Palestinian workers being easily tempted by the high income that can be earned in
the same job level in other countries (International Chamber of Commerce, 2013).
4.4 The Image Structure of Gaza City
Gaza is neither a refugee camp nor a heap of cement as always portrayed in the
media. On the contrary, Gaza is a historic city with a 5,000 years old history, making
it one of the oldest cities in the world. The coastal city which overlooks the
Mediterranean Sea witnessed continuous settlement from the Bronze Age. Gaza is
almost there when we read the history of every well-known civilization in mankind’s
history: Canaanites, Hyksos, Ancient Egyptians, Philistines, Israelites, Phoenicians,
Assyrians, Persians, Greeks, Romans, Roman Byzantines, Arab Muslims, Crusaders,
Ottomans and many others (Abusalim, 2013).
On the other hand, Gaza city was descripted by many foreign visitors, Miriam
Berger has wrote an article in (The Guardian, Cities in the spotlight) webpage about
her visit to Gaza city in 25 Nov.2017 as follows; “ Gaza city’s dusty buildings and
bumpy roads, many still damaged or half-rebuilt from the last war, are at times
reminiscent of facades found in Egypt and the Palestinian West Bank. But it is the
crushing monotony and suffocating limits of life that define the city for residents
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who have walked the same streets for a decade without a chance of getting out. Still,
the city carries on, with coffee shops, traffic, clothes stores, restaurants and even a
new upscale mall offering diversions for those who can afford them”( Berger, 2017).
Berger commented about the city sound and vision as follows; “ Each of Gaza
city’s ten neighbourhoods have their own rhythm and reputation. There’s the Remal
neighborhood, the city’s nicest, where many of the fancy shops and NGOs are based.
Along the main drag, Omar Mukhtar Street, cars honk and shouting street vendors
sell all kinds of wares. Along the way are various historical landmarks: the Square of
Unknown Soldiers, Gaza’s largest open space, filled with music and light-up cars for
kids to ride at night; Saraya Square, an old prison where political rallies are now
held; and the city’s public park, teeming with children. eep going and there’s the
old city, with the traditional Al-Zawiya market, one of the oldest in the Gaza Strip
and filled with everything from spices to shoe shiners, and the Great Mosque of
Gaza, the largest and oldest in Gaza and originally a Byzantine-era church. To Gaza
city’s east is the Shejayia neighborhood and on Gaza city’s Mediterranean side is Al-
Shati, known as the beach refugee camp. The city center is now hesitantly bustling
during the day, and a little brighter than other areas at night when the sun sets and
electricity-starved Gaza largely goes dark. Many structures remain partially finished
as people can only sporadically afford building materials. Gaza city brings the sweet
and sour all at once. Gaza may be physically and politically isolated, but many
Palestinians in Gaza have turned to Instagram to get their version of their city and
lives out. For slices of life you can check out some of Gaza’s most popular
instagrammers such as Fatma Mosabah and Ensaf Habib, or the
photographers Wissam Nassar” ( Berger, 2017).
4.4.1 Urban Fabric
In Gaza Strip, the urban fabric may have different characteristics from a small
village than a city or a refugee camps, but all cities, villages, and refugee camps have
a common elements and components forming an urban fabric (Hadid, 2002).
In the case of Gaza city, downtowns and neighborhoods are the two main types
of development for urban areas. Downtowns are the hub for the city; it’s the primary
location of retail, business, entertainment, government, and education.
83
But they also include residential uses. Neighborhoods are primary residential
areas, but also include commercial uses such as grocery stores, restaurants, and small
offices, see (Fig, 7). Educational (elementary schools) are located in some
neighborhoods in Palestinian cities, and in residential areas in villages and refugee
camps, they small enough that most students can walk to school (Hadid, 2002).
Figure (4.7): Gaza Urban Fabric.
4.4.2 The Existing Image of Gaza City
The architecture in Gaza forms one of the most surreal painting with an
interesting contradictions such as a beautiful hotel next to refugee camp or a high rise
building with super finishing next to an asbestos house (see Fig, 8). This contrast is a
result of the unstable political and economical situation in the strip as well as the
cultural interaction between Gaza and other countries which happens through
colonization and occupation or by the advanced communication technologies (Ismail,
2012).
So, according to the political, social and economical situation, there are
several kinds of buildings that vary in their building materials, designs and areas.
Although concrete buildings are the dominant type, others such as asbestos, mud and
sand bags buildings are also used and appeared to match the need of new buildings
84
with the absence of concrete materials and with the incapacity to construct a concrete
building because of the high prices (Ismail, 2012).
Figure (4.8): a) Rasheed Street b) Shatea Refugee Camp at Gaza Sea Coast
4.4.3 Main Urban Features for Emerging Gaza Cityscape
Old City: it is one of the main destinations in Gaza which has distinguished
characteristics to be a vital historical touristic site that reveal the whole image of
Gaza heritage and identity due to its importance in enhance the urban value of Gaza.
Old city has the main civic center in the city, Palestine square at the core of Gaza city
is considered the city’s major node and has always been perceived as something very
special for the social life and cultural heritage. It is located on the hill of the old town
of Gaza at the intersection of several roads with Omar Al-Mukhtar street inaugurated
during the British Mandate period. It is linked to the old town of Gaza with its
archeological sites and historical buildings, mosques and churches. The square
witnessed several urban changes of Gaza city. Several factors add to the uniqueness
of this square:
 Its proximity to Al-Omari Mosque, the heart of the historic Islamic Mamluk
center of the city.
 It is the major transit node that serves the transportation routes in all Gaza
city and to many other destinations.
 It is attached to the main market in Gaza city.
85
 Many services are located at the edges of the square: Municipality of Gaza
with its distinguished gate, banks, restaurants, money exchange shops,
pharmacies, private clinics, private and public parking as well as residential
units and houses.
 Furthermore, it is the main passage to “Omar Al-Mukhtar” commercial axis
in the east and to “Fras” vegetables market in the west.
 It also leads to many traditional markets like “Zawya” market and “Fihmi
Baik” Street (Mohamed and El-Saqqa, 2011).
Sea Coast: another main destination in Gaza, which contain the famous seaport
which embraces various activities, the sea coast needs to establishing different
facilities like hotels, chalets, kids amenities, and sport clubs to change the city
skyline structure from inside offshore. It’s necessary to enhance the image of the sea
area, the local authorities must to increasing the quality of the beach landscape.
Moreover, the sea area need to creating a unique landmark.
Muntar Hill: an neglected destination in Gaza City that gives a natural urban
value by watching a panoramic view for the city. The hill need an urgent
developments to emerge the place identity like, establishing new facilities and
activities to enabling the hill to launch many variant events, in addition to promote
the place ability to attract the nightlife to make it a vibrant place.
4.5 Suggested Projects for Re-imaging Gaza
4.5.1 Imagine Gaza: Connected Gaza 2050
This is a national initiative created by a number of leading Palestinian private

sector entities in the West Bank and Gaza. These entities entrusted global urban
planning experts and national Palestinian experts to work together on creating a
Spatial Economic Vision for the Gaza governorates as part of a Palestine wide future
vision.
The initial first stages included the engagement of local experts, national
stakeholders from all sectors, visits to the Gaza governorates, visits to the West
Bank, discussions with locals, absorbing the local expertise and taking into account
national concerns and informing the entrusted global teams and their counterpart
national experts (Global Palestine, 2016).
86
Connected Gaza initiated this neutral vision professionally, and provided the
funding for the Gaza vision in an effort to find immediate and future solutions to the
problems that the Gaza Strip faces in terms of energy, water and physical space. The
vision will provide plenty of jobs in the Gaza Strip, thus restoring Gaza to its natural
state of being and put an end to the residents’ suffering and pain. National
stakeholders are encouraged to take responsibility and to enable the development and
relief work in order to provide possible solutions.
Global Palestine, Connected Gaza defines productive industrial and

employment areas, key infrastructure developments, attractive environments and
desirable places to live. See (Fig, 9). Imagine Gaza project is consists of four major
projects are:
1- Gateway Gaza: This would include an offshore port (Gaza Port Precinct), a
regional airport, and a new intermodal transport interchange (Gaza Gateway) to
the northeast. See (Fig, 10).
3- Core Gaza: The transformation of this area could include waterfront

regeneration, urban intensification, conservation of the Old City, new transport
links, as well as new business districts and industrial areas. See (Fig, 11).
4- Wadi Gaza: could be restored to its former glory, creating a recreational asset
for all to enjoy, anchoring attractive new urban neighborhoods and playing a key
role in water management. See (Fig, 12).
5- Beach Gaza: The southern part of Gaza could be a key area for coastal tourism,
combined with environmental restoration and protection. This area could serve
as Gaza’s gateway to Egypt. See (Fig, 13).
87
Figure (4.9): Imagine Gaza projects.
Source: Global Palestine, 2016.
Figure (4.10): Imagine Gaza projects: Gateway Gaza project.
88
Figure (4.11): Imagine Gaza projects: Core Gaza project.
Figure (4.12): Imagine Gaza projects: Wadi Gaza project.
89
Figure (4.13): Imagine Gaza projects: Beach Gaza project.
4.5.2 Upgrading City Centers: The Historical Center of Gaza City as a

case study
The case study is a graduation project in Architectural Engineering Department

in University of Palestine which has got award from Municipality of Gaza, the
project focused on planning, design and upgrading the city center in the Gaza city. It
designed in a way that reflects the historical identity of the city in a harmonic
manner that fits with the needs of residents. Ensures the satisfaction of the
government and the public, in addition to adopted modern techniques and
contemporary architecture to achieve the highest efficiency in service delivery.
The project focused on the mechanism of transforming the historical centers

into modern centers while preserving the archaeological character based on
international certificates such as the LEED certificate and the mechanism of
obtaining an urban fabric that based on the concept of originality and contemporary
architecture (Nawwas, et al. , 2016).
91
Project goals
The projects provide integrated model that will focus on upgrading Gaza city center.
Firstly, reducing the crowding of citizens when they want to reach a service. And so,
increase the level of comfort and satisfaction in accessibility of citizens. Secondly,
the design suggest an architectural model distinguished by a sophisticated
technological system that saves time and effort, aligning with revive the original
identity in the design of modern buildings. Thirdly, planning and design a new
important projects includes: library, hotel, museum, mixed use building,
administrative building, and specified an area to establish a photo voltaic cells
project. Moreover, the project promots the culture progress and technological
development despite all the circumstances and challenges (Nawwas, et al. , 2016).
Project analysis
The project analyzes the existing urban problems in the historical center of
Gaza city, then it proposed several main solutions to face the challenges that restrict
the city center development and achieve an upgraded center of Gaza city (Nawwas,
et al. , 2016).
Solving the Traffic Problems
There is a terrible traffic problem in the entrances and exits of the city center.
Therefore, the project proposed to exploit the underground space by turn Omar Al
Mukhtar street into a pedestrian street and transfer all traffic to the underground
parking (Nawwas, et al. , 2016).
The Architectural Character of Gaza City Center
Unifying the architectural style for the city center and redesigning the building
facades in Omar Al Mukhtar Street to fit with it. There is an essential need to
determine the construction and finishing materials that used in the city center.
Distribution of Green Areas and Landscape
The project redesigns the open spaces in Palestine Square in a modern

contemporary manner, while preserving the architectural character of the city
center. Moreover, add more attraction items in the city center, including green
91
and water elements. In addition to transfer the middle area of Palestine Square to
pedestrian avenue (Nawwas, et al. , 2016) (see Fig, 14).
Figure (4.14): Landscaping in palestine square.
Source: Nawwas, et al. , 2016.
Rehabilitation of Omar Al-Mukhtar Street
Toward the promotion of urban rehabilitation process, the project suggests turn
Omar Al-Mukhtar street into a pedestrian street, moreover, the project presents a
detailed plan for redesigning and organizing the streetscape and street fittings to
meet the needs of users, in addition to unify the architectural character of the
street (Nawwas, et al. , 2016).
Rehabilitation of Firas Market
The project proposed a comprehensive design for a multi-use building to define a

landmark for the city center (Gaza Gate). Aligning with preserving and
rehabilitating the market, in addition to create new green areas around (see Fig,
15).
92
Figure (4.15): Architectural character for Palestine square and Firas area.
Source: Nawwas, et al. , 2016.
Adding spaces to the city center:
The project suggests new spaces to establish in the city center of Gaza city:
library, hotel, museum, mixed use building, and administrative building
(Nawwas, et al. , 2016).
4.6 Summary
These chapter reveals that urban branding practices in Gaza City will offer
many social, economical, cultural opportunities and it is within this context that
society and geography enter into a unique relationship that fosters the co-creation of
community, identity, and landscape.
Furthermore, applying strategies of city branding will help to protect the city’s
history, cultural heritage, natural beauties and local values. To achieve all these
outcomes will provide extra value, in economics means, to that city’s society, that
region and that country.
93
Chapter 5
Conclusion and
Recommendations
94
Chapter 5
Conclusion and Recommendations
5.1 Introduction
The thesis provides a synthesis of the essential steps that are needed to create a
city image and identity for Gaza city through the urban branding strategies. Also, it
determines the appropriate strategies for accomplish a successful city branding for
Gaza. In addition to develop a measuring tool for evaluating the city branding
practices. This chapter highlighted the main results and recommendations that the
research concluded with.
5.2 Conclusion
The widespread awareness of city image strategies amongst key persons

(authorities, planners, designers, locals, tourists, stakeholders, developers)
demonstrate that it can be an effective urban promotional vehicle. The local
government and municipality should to set multi specific strategies and actions that
the cities adopt and undertake relevant to branding in the areas of Landscape Design,
Infrastructure, Organizational Structure, City’s Behavior, and communication. Cities
should to develop their structure and culture without losing their own values by
increasing their level of reputation, creating a positive image in foreign and local
tourists’ minds, establishing their own identities in order to develop the architectural,
economic, social sectors.
There are an essential need to adopting branding plans through architectural,

city life, media, and business strategies in order to highlight historical values, natural
beauties, cultural, economic, generated media and social infrastructures of cities in
the way that will enhance a city’s image, which will make it a brand city.
The municipality of Gaza city in cooperation with ministry of tourism should

to focusing on upgrading the strong points of city structure to increasing the global
reputation, increasing the support for generated media for advertising touristic sites
in Gaza City, increasing the number of events and festivals in all sectors in order to
encourage the public and private institutions to engaging in different events to
enhance the image of Gaza.
95
The study concludes many important findings which can help to clarify the
branding situation in Gaza City and the ability to change it for better:
 The branding practices in Gaza city is classified as moderate; because of the

absence of an official policy for branding which can managed and organized
the process of imaging and branding the city in a right direction like other
global cities.
 The absence of specific architectural style, lack of masterpieces and
landmarks in the city restrict the city branding process via Architecture
strategy.
 There is no official strategy for branding Gaza city via media such as official
website, official logo official slogan, and advertising but there are an
individual attempts in advertising Gaza.
 There is no clear annual calendar for CityLife activities in Gaza City which
complicate branding the city via CityLife strategy.
 The adopted policies for preserve historical and cultural heritage are
inadequate.
 The instable political situation in the city restrict the urban developments in
all sectors.
 The high risk level in the city prevent the international investments in all
sectors.
 The urban structure in the city express the low quality of life which appeared
in the lack of open green areas, recreation amenities, and job opportunities
which dramatically decrease the reputation of the city globally.
5.3 Recommendations
The thesis reaches some recommendations. They are classified according to the
intended groups as follows:
The Government and Local Authorities
 The government priority must be defined a strategy for organizing the

development process in order to change the image of Gaza through city
branding umbrella.
96
 The municipality of Gaza must determine a specific architectural style to
create a city character through its organizing laws.
 The local authorities must set an urgent policy to develop city structure and
support city culture by improving the main features in Gaza such as Sea
Coast and Muntar hill to change the city image for better through; therapeutic
tourism, recreational amenities, and organizing the skyline from the offshore
side.
 The government must improve the tourism infrastructure to attract tourists
because of there is no tourism without superstructure and infrastructure.
 The local authorities should organize and launch cultural, economic and
recreational exhibitions and festivals.
 The government should make more efforts in negotiation about providing
free movement from to Gaza at least through Rafah crossing border as a first
step to encourage visitors to come to the city.
 The government should participate the public in the branding process and
evaluate branding practices.
 The local authorities must encourage the investors to revitalize and reuse
different buildings in the old city by providing more facilities and advantages.
Architects, Planners
 Gazans architects must play a fundamental role in increasing architectural
value for different buildings were designed in Gaza.
 Planners must activate the awareness towards the importance of increasing
green structure in land uses.
 Architects must organize the skyline of the city in cooperation with the
municipality.
 Architects and Designers should organize the uses of building and finishing
materials.
Community
 The public should participate with local authorities in the branding process
and evaluate branding practices.
 The citizens must support the local authorities in Re-imaging their city and
compliance with laws and taxes to accomplish successful branding.
97
 The public must engage with all events and festivals in the city.
Private and NGOS Institutions
 NGOS Institutions should provide economic value by encouraging
investments for the city by revealing the potentials of the city-dwellers living
in the city.
 The private institutions must make more efforts to motivate talents by
sponsoring exhibitions and holding artistic competitions.
Social Media Bloggers
 Media activists should create effective ways that will increase the city’s
international popularity by uttering the city more effectively and in an easily-
remembered way.
 Media organizations should held many workshops and trainings for increase
the awareness of branding importance to support Gaza city branding process.
5.4 Summary
This chapter provides all the essential steps that are needed to re-image Gaza
city through the proposed branding strategies. Also, as seen in the results, the study
determines the challenges that restrict the process of branding Gaza which affect in
enhancing the reputation of the city, in addition to suggests the appropriate solutions.
Moreover, this chapter highlighted the main recommendations for the intended target
groups: the government and local authorities, architects, planners, community,
private and NGOS institutions, and social media bloggers.
98
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99
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Appendices
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Appendix1: In-Depth interviews guide
The Islamic University of Gaza

Deanship of Research and Graduate Studies
Creating City Image and Identity Through Urban Branding: Gaza City as a
Case Study
Semi Structured Questions for Urban Experts & Gaza Chamber Of Commerce &
Industry Interviews:
1. What can be created that is so valuable about the city that its businesses,
institutions and residents want to remain, that will attract investors, visitors
and talent, and that will make commentators and influencers recommend the
city?
2. Can Gaza City be a branded city?
3. What are the strong points of Gaza City?
4. What are the Weak points of Gaza City?
5. Can describe Gaza in a phrase (slogan)?
6. Can describe Gaza in one word?
7. Can Suggest a logo for Gaza city?
8. How can Gaza City increasing its local reputation?
9. How can Gaza City increasing its global reputation?
10. What are the opportunities offered by city image and its role in achieving a
branded city?
11. How can be achieve a successful visualizing for the Gaza city?
12. What are the main criteria to establish a measuring tool for examining urban
branding practices?
13. What are the urban branding strategies that can promote the urban branding?
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14. How to build a city brand from a city identity?
15. How to manage the city branding process?
Semi Structured Questions for Municipality of Gaza Interviews: fields
1- What are the main responsibilities of planning department in municipality of

Gaza?
2- Which direction can be Gaza developed?
3- What is the municipality role toward improving the old city of Gaza?
4- How the municipality increasing the landscape quality in Gaza city?
5- Are sculptures enough for Gaza city landmarks?
6- Have the municipality an improvement plans for Palestine square, Gaza sea
port, Muntar hill?
7- What are main branding strategies that Gaza municipality adopted even if
unintentionally?
8- What is the municipality vision toward launching local and international
festivals?
9- Are there any initiatives, plans launched by municipality of Gaza to
upgrading economic activities and supporting entrepreneurs talents?
Semi Structured Questions for Ministry of Tourism Interviews:
1- What are the tourism improvement policies the Ministry are adopted in Gaza
City?
2- What is the ministry vision about the importance of conducting events and
festivals?
3- What is the most important project for enhancing Gaza city image?
4- How much necessary is the creation of official logo and official website for
Gaza City?
5- What is the ability of Gaza to engaging in regional cities race of
competitiveness through its city image and identity?
6- What are the ministry of tourism strategies for Gaza old city revitalization?
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Appendix 2: Focus Group Guide

Case Study
1.Branding policy 1.1 Are there a general approaches towards city

branding in Gaza?
1.2 What is the branding/marketing process followed

in Gaza?
2.Branding strategies 2.1What are your suggestion for Branding
Architecture strategy in Gaza ?
2.2 What are your suggestion for Branding City Life

strategy in Gaza?
3.Applying mechanism 3.1 What are the most effective features to create an
official logo and official city image for Gaza
City?
a. Old city b. Gaza Seaport c. muntar hill
3.2 What are your recommendations for improving

the quality of the chosen feature?
3.3 please, give your opinion about the suggested

city image?
4.Monitoring process 4.1 What are your suggestions for a branding
monitoring in Gaza?
5.Measuring results 5.1 Discussing the suggested measuring tool
Thanks for your attention
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Appendix 3: Interviews Schedule
Case Study
Interviewee Date Experience

Urban expert with years of experience in
Palestine in project management and planning.
29-10-2017 Professional experience including liaison with
Dr.Mohammed Aleila
At 1:00 pm different donor agencies, socio-economic
studies, infrastructure project’s monitoring and
evaluation.
-Assistant Professor at the department of
Architecture, Faculty of Engineering, IUG,
30-10-2017
Dr.Suhair Ammar (Full Time).
At 12:15 pm
-Director of Center for Architectural Heritage
in IUG.
-General Director of Engineering & Planning
4-11-2017 in Gaza Municipality.
Dr.Nihad Almughany
At 10:00 am -Co-professor in the department of
Architecture, Faculty of Engineering, UP.
7-11-2017 Public Relations Manager of Gaza Chamber Of
Dr. Maher Tabbaa Commerce & Industry.
At 11:00 am
14-11-2017 General Director of Tourism in Gaza.
Dr.Zakaria Alhour
At 11:15 am
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Appendix 4: Branding Guideline for International Cities
Dubai City
“Over a period of half a century the city state of Dubai has progressed from
pre-industrial to industrial to post-industrial status. Change is evident in the
economic, social and cultural characteristics of the city and, most visibly, in the
scale, pace and nature of urban development” (Pacione, 2005). One of the seven
emirates that make up the country. Abu Dhabi and Dubai are the only two emirates
to have veto power over critical matters of national importance in the country's
legislature.
Dubai City Image Structure
Over the past few years, the image of Dubai has transformed itself from a
regional center to a global center. Economically it has become a source for
investment and attracts international business, investments and expertise. It is home
to the largest development projects with much more planned in the future.
Accordingly, the skyline of Dubai represents a wide variety of visual images. The
most dominate characteristics of the visual image are:
 The panoramic views seen from the Creek, the sea and the desert illustrate all
different faces of the traditional urban areas in the city .these views represent
a mix between old and new, and traditional and modern styles in a relatively
heterogeneous form.
 The axial views (Vistas) that expose great parts of the inner city areas,
particularly in the cross roads leading to the Gulf. These views are very
remarkable as they delineate the growing dense urban character of the city,
including its tall buildings, significant landmarks and architectural
spectaculars.
 The landmarks are numerous and divers. The most stunning landmark is the
appearance of Burj Al Arab as well as the spectacular developments along the
Sheikh Zayed road. The image of the Burj Al Arab with the Jumairah beach
and the skyline of the surroundings are very common references to Dubai as
world city.
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 The views from above seen from the tall buildings, helicopter tours and
areoplans provide a new visual perception of the city.
In general, the images of Dubai may show signs of chaos. This leads to
question the process in how the city is being developed. The structure of Dubai City
is shaped by the following elements:
1- The existing city: A long and narrow urban strip along the coast; including
its distinctive old traditional city flanking both sides of the Creek,
2- The Gulf water: several projects are being built offshore; some as far as a
few kilometers from the original coast and at least one is underwater,
3- The desert: Expanding into in with huge developments of all sorts; and in
which the city is losing its original coastal/desert linearity and becoming
gridded and incoherent,
4- The sky: This has become a site where high rise buildings and skyscrapers
are being built, such as along Sheikh Zayed Road (Helmy, 2008).
Figure.1: Low rise vs high rise – the Palm Jumeirah and the Dubai Marina.
Source: http://whatson.ae/dubai/2016/08/19-epic-photos-of-the-dubai-skyline/
The emerging visual image of Dubai is seen as a complement to the city's

increasingly international role. Most new developments in Dubai are announced in
terms of what they bring to the city and how they contribute to its collective visual
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identity. In addition, the city has reached a degree of maturity in how to reconcile the
will of being an international city and at the same time being distinctive. However,
the renovation and urban conservation of Old Dubai is actively ongoing, representing
that the cultural duality of Dubai, an international and regional city with local
identity based on its Arab and Asian context. This image is not limited to the
renovation of old buildings; rather, some new buildings are evoking the old urban
traditions. Dubai represents a variety of building heights and styles that accordingly
produced a variety of visual images. The below illustration, fig.7 reflects some of the
city main types of images such as:
 The Dubai skyline as seen from the Gulf water which represents different
architectural styles, different historical layers, and variety of buildings
heights.
 The city as seen from above with its iconic projects as seen in the Palm
project.
 Shaikh Zayed Road that extends in to Dubai City. It is considered as main
traffic spine, as well as an important vista that embraces some of the terrific
landmarks of Dubai.
 The Emirates Towers in Shaikh zayed road which are considered a strong
visual landmark.
Dubai City branding Plan
Ahmed anna identifies Dubai as a perfect example of “the city as

corporation”. Dubai is the Al-Maktoum royal family’s business project, which has
put a tremendous emphasis on the physical transformation of the city in order to
brand it as a city of luxury, tourism, wealth, tax-free, diversity, innovation, and
prosperity. It represents a ‘dream land’ in the globalized world we live in today
(Rodriguez Roldan, 2013).
However, globalization has increasing the capital power. There is a significant

lag between the social and urban transformations of Dubai into a global city. Dubai is
rapidly becoming a global city with a hybrid identity that reflects the tension and
inequality resulting from the complex interactions between the ambitious build-up of
Dubai’s urban environment, its conservative traditions and institutions, and its new
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social order. As any business project would be incomplete without a marketing
strategy, Dubai built its own brand to achieve full diversification; whether you look
for a sunny vacation spot, luxury, shopping, a job, a business opportunity. These
luxuries make it a “dream land” for all. Dubai’s well-rounded multifaceted brand is a
unique model of successful global reach. Dubai, now it is among the most desirable
cities to visit (Rodriguez Roldan, 2013).
The Dubai Urban Area Strategic Plan 1993-2012 was prepared to guide the
economic and physical development of the city into the 21st century. One of the key
challenges of the plan was stimulating cooperation between public and private
agencies in their investments. The dynamics of the plan represented an effort to
provide a spatial framework for urban growth by indicating planned land use
structure. Not only leading tourism in region but also developing a business district
within a globally important urban environment result a construction of a series of
‘cities within the city’ mega-projects (Pacione, 2005).
Building the Urban Structure of a Global City
The image of New York, London or Tokyo is automatically related with the
concept of global cities. The built environment of a global city is highly physical and
symbolically important. High-rises, financial districts, malls, hotels and monuments
of large glamorous scales are part of the infrastructure of a global city. Until 1990,
Dubai was a small port city in the Gulf. It had a strong foundation as a trading and
shipping port, and was a cross-road location between Asia and Europe that the Al-
Maktoum family exploited to an unknown scale over the past two decades, in order
to put Dubai on the map of global cities. Dubai was and still is run as a corporation,
and the transformation of its physical environment became the core of ‘Brand
Dubai’, a global city. (Rodriguez Roldan, 2013).
Branding Strategies
Branding Architecture
A city with modern architecture, one of the world’s most amazing buildings
and luxury – for 40 years of poor fishing spot Dubai has grown into a world
metropolis and tourist center, all this thanks to the oil. Today, Dubai is a modern city
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and business hub of the Middle East. Although its rapidly growing economy is based
on oil, it is also a tourist center, center for real estate and financial services. More
recently Dubai has fascinated the world with its construction projects and sports
events.
Dubai’s central strategy today is to establish itself as the region’s hub of

commerce, services and leisure. Central to this planned urban growth is the
construction of a series of mega- projects that sometimes described as ‘cities within
the city’ ( ubat et al, 2009).
Figure.2: Dubai Mega Projects.
Source: http://www.belhane.com
Branding City Life
As destinations are far more multidimensional than goods and services, the
branding of destination is influenced by myriad range of factors. The significance of
events and festivals is increasing gradually in shaping the branding of destination.
The news and promotional messages of these festivals and events, words of mouth of
visitors, experiences and reactions of traders, all impact the branding of the
destination in various ways. People get attracted to these destinations for these
festivals and events and it starts a chain reaction in terms of trade, tourism,
development and branding. Festivals and events have very unique relationship with
destination as both impact each other mutually. A particular branding of destination
impacts the kind of festivals and events which will be suitable for that destination
and the destination's brand image gets influenced by type of events and festivals.
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Such an important study was proceeding in (The 5th International conference on
destination branding and marketing MACAU, 2014) with a title (The role of events
and festivals in destination branding: A case study of Dubai), This research is an
attempt to understand how these events and festivals influence the brand Dubai. The
researcher stated that “Dubai is one of the happening destinations attracting tourists
from almost every part of the world. Every year different shopping festivals, food
festivals, Ramadan , sports events, cinema festivals, musical concerts, trade festivals,
business forums, property shows and various other events actually shape the tourism
in Dubai. Large number of tourists from across the world visit Dubai for these events
and festivals for business, shopping, networking or other purposes. The Expo 2020 is
going to impact the entire demographics, economy and infrastructure of Dubai.
These events and festivals have made Dubai the tourism Centre of Middle East.”
The study suggests that successfully organized events and festivals have
enhanced the brand equity of Dubai as a city of superb infrastructure. And, it further
enhances the chances of Dubai being selected as the host of more and more mega
events in future.
Branding business
Not all the urban projects in Dubai were targeted towards tourism. In fact, the
creation of free trade zones has become one of the most lucrative in the process of
diversification. Sheikh Rashid bin Said Al-Maktoum, father of Sheikh Muhammad,
knew that tourism meant profit instability, while bringing business meant a long term
revenue multiplier in all areas of the economy, including services. The idea of free
trade zones came about after the federal Commercial Companies Law of 1984, which
required at least 51 percent of total ownership to belong to UAE citizens (Rodriguez
Roldan, 2013).
The concept of kafala and its kafil, meaning local sponsorship and sponsor,
were born and intended to regulate all types of foreign investment in any of the UAE
states. Jebel Ali Free Zone Authority was the first one and represented a great
alternative for investors in countries like Iran or Lebanon, which were suffering from
a conflict with Iraq and a civil war respectively. This area was transformed into a
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leading free port and manufacturing district with unprecedented growth (Rodriguez
Roldan, 2013).
Business events focuses on facilitating active government monetary and policy

support to increase recognition of Dubai in the international business community as a
destination of choice for networking events. Cruise and in-city experience
management encourages longer stays and generates higher contribution from leisure
and business travelers (Dubai Corporation of Tourism & Commerce Marketing).
Branding via Media
Define competitive, forward-thinking plans for long-term business success

empower brands to make meaningful connections with their target audiences create
beautiful brands that exist seamlessly across all media touch points. The image of
Dubai represented in multi different communications such as advertising campaigns,
web sites, etc., demonstrate a high living, recreation and business standards city.
Logos: The logo of Dubai municipality combines Arab traditions represented

in the Falcon flying over a group of historic buildings. It donates preserving of
traditions while planning for the future.
Slogans: The various phrases reflect Dubai multifaceted city image. For
example, “Dubai Heart” is an attractive logo that reflect love and care for different
things to different people. Also “Dubai ,the city of gold” evoking the wealthy life
and the historical gold business of the city. While “Dubai.. Dubai… Happiness”
brings an impression of high quality of life.
Websites: The web sites of Dubai are of good standards and transmit a
messege of a city in rapid development and transformation towards a global city. In
addition to reflecting its statues and its international position, as the city of the future.
Below are list of must important websites that informing Dubai:
 https://www.visitdubai.com
 http://www.dubai-online.com
 http://www.timeoutdubai.com/
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Barcelona City
“ Over the last 20 years, Barcelona has successfully positioned itself as a one
of the most admired cities and a city of reference among the top cities around the
world, associated with aspects such as creativity, culture, sport, gastronomy and for
having a high quality of life, and has also become one of the main tourist destinations
in Europe, with more and 7.5 million tourists in 2013, as well as a city of reference in
the field of organization and holding of corporate, scientific, cultural and sporting
events and congresses” (Belloso, 2015).
Today, Barcelona is one of the world's leading tourist, economic, trade fair and
cultural centers, and its influence in commerce, education, entertainment, media,
fashion, science, inspiring city boasting a high quality of life and the arts all
contribute to its status as one of the world's major global cities. It is a major cultural
and economic center in southwestern Europe (wikipedia.org).
Barcelona City Image Structure
Barcelona is one of the world’s most admired cities with one of the best images
at an international level.
According to Saffron European City Brand Barometer 2010:
 One of the cities with the greatest awareness, image and reputation on a
worldwide scale.
 The third ranked European city brand together with Munich, behind only
Paris and London and in front of many European cities and capitals such as
Berlin, Amsterdam, Rome, Vienna or Madrid (Belloso, 2011).
According to Anholt – Gfk Roper City Brands Index 2009:
 Sixth position in terms of brand image, behind Paris, Sydney, London, Rome
and New York, and ahead of cities like San Francisco, Los Angeles, Vienna
and Madrid.
 One of the most popular tourist cities on a global level, with more than 7
million tourists per year, and the best european city in terms of quality of life
(Belloso, 2011).
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The city is made of different, strongly attached elements that should be in
harmony to create a compact, strong urban identity, because even though the image
of the city constantly evolves, its identity remains. Thus, as an invariant component,
public space must be planned carefully in detail and meaningfully to contribute this
identity by considering the city has a language of its own. Within the urban fabric,
urban landscapes, parks, gardens, collective open areas, squares make a major
contribution to the image of the city by giving physical and social continuity to urban
character (Sürer, 2016).
Barcelona is formed on this basis of urban continuity as Parc de la Ciutadella

and Montjuïc act as connections between the coast and inner parts of the city
whereas belt of sub-urban parks as Park Güell and Parc del Guinardó provides the
continuity in inland suburbs of the city. Without the contribution of urban open areas,
the city would have been a set of buildings connected with ever-lengthening roads.
Similarly, design approach of Ildefons Cerdà in Eixample, with large square blocks
(mançana) with open garden space in the middle (pati), was based on urban
continuity and collective usage as these inner gardens were accessible from the
street. The formation of urban fabric in relation with public spaces and green areas
shouldn't be understood as filling the gaps in the city in order to create a continuous
urban character. Conversely, it means that urban morphology is formed by the
landscape features so that the city should be designed on the basis of its public spaces
and urban landscape. In other words, public spaces as urban landscapes, parks,
gardens, squares should be taken as the main focus on urban development and city
growth since they are the definitive elements of the city's language (Sürer, 2016).
The main component of Barcelona city image are:
1- The Gothic Quarter: At the core of the city lies. Located between the
Ramblas, a series of connected boulevards, going southeastward to the sea.
2- The Via Laietana: it is a close-packed maze of narrow streets punctuated by
magnificent medieval buildings.
3- The Cathedral Churches: bear witness to Barcelona’s importance as a
religious center.
121
4- The Ramblas form one of the most delightful aspects of the city, their broad,
tree-lined center strips given over to a series of stalls and kiosks selling items
such as flowers, pets, and books and newspapers.
Figure.3: The Ramblas, Barcelona. Figure.4: Antoni Gaudi's temple

Source: Jupiterimages Source: IStockphoto
5- The skyline: the skyline of the modern city inevitably reflects the style of the
present age, but Barcelona has always attracted distinguished and original
architects. Some people find the more modern buildings along the Diagonal
quite striking, but little of it can compare to the work of the Catalan sculptor .
6- Transportation: public transportation is provided by buses, subways, and
surface railways. There are also cable cars. Freeways link Barcelona to the
Catalonia highway network, which joins the service up to the Cadí mountain
tunnel in the Pyrenees, providing access to the French highway network. The
metropolitan subway, connects with the urban railway and provides regular
service to some municipalities in the metropolitan region and to the
international airport.
7- European shipping center: The port of Barcelona accommodates ships from
all parts of the world, as well as providing ferry service to the Balearic
Islands and to Genoa, Italy.
122
Figure. 5: Cable Car, Barcelona.
Source: Jupiterimages
Barcelona City branding plan
In November 2010, a new Strategic Metropolitan Plan of Barcelona – Vision

2020 – was presented: the result of the joint work of over 650 experts in different
fields, who collaborated for more than a year to create and shape a projection for the
future. The vision of the Strategic Metropolitan Plan for Barcelona for 2020
consisted of consolidating the AMB (Metropolitan Area of Barcelona), with its
model of quality social cohesion and integration, as one of the most attractive and
influential European regions for innovative global talent. The main aim is to
Coinciding with the arrival of a new municipal government and governing party to
the city in 2011, and following the Strategic Metropolitan Plan, the new city
government created and implemented a new city development and brand strategy.
The main Objective is to position Barcelona as one of the most attractive and
influential European regions for innovative global talent and as the best setting for
economic and business growth (Belloso, 2015).
Branding Strategies
Branding Architecture
“ Catalonia's vibrant capital, Barcelona is a stunning seaside city that flaunts

her beauty and sunny lifestyle. Gorgeous scenery, breathtaking architecture, and
superb cultural attractions make for an alluring destination. Of course, the balmy
123
Mediterranean climate adds to the charm. Barcelona has an atmospheric medieval
quarter, the Barri Gòtic, with an almost magical Old World ambience, but is even
more famous for its Modernist architecture. Antoni Gaudí left a lasting mark on
Barcelona with his avant-garde Surrealist buildings; several are UNESCO listed.
After all the sightseeing, tourists will want to simply relax and soak up the city's
joyous vibe. Stroll down La Rambla where the locals hang out. Escape to the sandy
beaches near the harbor, and linger over leisurely meals on outdoor terraces. Wander
aimlessly and find hidden town squares where street musicians strum melodies on
Spanish guitars. Delightful surprises abound at every turn” (Alexander, 2017).
Branding CityLife
“City life activities present an opportunity for marketers to help position their
destination with products and services (events and their portfolio of activities) that
can be tailored to meet the needs of specific target markets. Events are evolving from
being cultural expressions of a region to becoming thoughtfully developed marketing
tools, used to establish an image and to position a destination amongst its
competitors. Moreover, Special events have the potential to be effective marketing
tools for a destination because they appeal to tourists who are truly attracted by the
specific qualities of the events, and therefore, they are more likely to satisfy those
tourists” (Dimanche, 2002).
Barcelona is a throbbing, vibrant city and Barcelona events are adding some
additional attractions for the visitors in the city. These events are perfect
amalgamation of Barcelona major events as well as special events in Barcelona. With
warm beach weather, budding trees lining Las Ramblas and plenty of outdoor tours
and daytrips for those looking to explore the city, spring is the ideal time to visit
Barcelona. What’s more, the Catalan capital’s event calendar is packed to bursting
with fantastic festivals and events this season, meaning if you are lucky enough to
find yourself in Barcelona in the spring, you will be sure to find a concert, fair,
activity or traditional celebration that’s right up your street.
Branding Business
The international economic activity of the area of Barcelona is especially

driven by the city’s Trade Fair, Port, Airport, the Zona Franca and Turisme de
124
Barcelona Consortiums, Barcelona City Council and its new technology innovation
districts. Barcelona is well known for its quality of life. Creativity, cosmopolitanism
and innovation are values associated with the city that make it very attractive to live
in, work in or simply visit. It has a wide range of great restaurants, cultural and
leisure activities, as well as a wide variety of hotels and an ideal climate. All of the
above have made it into a competitive touristic city comparable to long-established
destinations like Paris, Rome and London. In fact, the city is well positioned in
international tourism, business and leisure rankings. For example, Barcelona is the
3rd top city in Europe and 10th in the world in terms of number of visitors and
spending by international tourism, and the 5th most visited city in Europe and 20th in
the world. Collaboration between Public Administrations and professional sectors
has helped make Barcelona an attractive and competitive tourist destination.
Encouragement and support for business initiatives to improve the development of
the city’s tourism activity are good examples (Barcelona City Council, 2014).
Branding via Media
Throughout the recent redevelopment process, Barcelona became the

privileged subject and object of official publicity campaigns, and a stage for public
spectacles advertising the new aestheticized image of the city. The resulting
narcissistic relationship between Barcelona and its inhabitants is clearly part of an
orchestrated official strategy for promoting a particular vision of the city through
official events and mass publicity campaigns; encouraging a personal and collective
perception of the city as seductress or enticing object of desire. Such official
publicity campaigns, marketing an aestheticized image of Barcelona and promoting
an intimate personal relationship with the city, provide grounds for a positive attitude
towards Barcelona's redevelopment (Labanyi, 2002).
Logo: The official logo of the municapility of Barchelona refer to the Coat of
Arms of Barcelona. The eight rosettes of Bear's Breeches of the Spanish Royal
Crown leaves have been replaced with the rosettes of the Crown used by former
Aragonse Monarchs.
125
Figure.6: Offical logo of Barcelona City.
Source: https://www.behance.net
Slogan: Barcelona City Council from its baranding strategy was launched
many slogans, for example, “The city where things happen, because they happened
in the past, and they keep happening now”, “Barcelona, make yourself pretty”, “The
love story of a city and the Olympics”, and “Barcelona, passion, and you”.
Websites: With the tools and education in place, Barcelona City Council is set
up to properly represent the smart and innovative city they pride themselves to be.
Across their official social channels, they now effectively listen to and connect with
their social audience of over 5 million citizens engaging every month. Digital
Marketing Manager of Barcelona city council Thais Ruiz De Alda developed an
official website consists of three main webpages.
Below a list of important websites aims to advertising , promoting city

branding; locally and internationally:
 http://www.barcelona.cat/en/
 http://www.barcelona-metropolitan.com
 http://www.barcelonayellow.com
 http://www.spain.info/en/que-quieres/ciudades-pueblos/grandes-
ciudades/barcelona.html
126

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The Islamic University of Gaza ‫الجـامعــــــــــة اإلســـــالميــة بغــزة‬

Creating City Image and Identity through

‫ مدينة‬:‫إنشاء صورة و هوية للمدينة من خالل التسويق الحضري‬

Roba Ouda abu Baraka

Prof. Farid S. al Qeeq Dr. Usama A. El-Esawi

A thesis submitted in partial fulfillment of the requirements for the degree of

:‫أنا الموقع أدناه مقدم الرسالة التي تحمل عنوان‬

Creating City Image and Identity through Urban Branding: Gaza

. ‫مؤسسة تعليمية أو بحثية أخرى‬

Student’s name :‫اسم الطالب‬

‫يستعرض الفصل الثالث من البحث األداة والمنهجية المستخدمة لجمع المعلومات‬

To My Parents, Brothers & Sister,,,

To Whom In Heart And Always Have Been

I Dedicate This Thesis

Abstract ...................................................................................................................... III

Table of Contents ...................................................................................................... VII

List of Tables ............................................................................................................ XII

List of Figures ..........................................................................................................XIII

List of Appendices .................................................................................................... XV

Chapter 1: General Introduction ........................................................................... 1

1.1 Preface ................................................................................................................... 2

1.2 Problem Statement ................................................................................................. 2

1.3 Research Objectives ............................................................................................... 3

1.4 Methodology .......................................................................................................... 3

1.5 Research Hypothesis .............................................................................................. 3

1.6 Research Questions ................................................................................................ 3

1.7 Research Importance.............................................................................................. 4

1.8 Research Process.................................................................................................... 4

1.9 Literature Review .................................................................................................. 5

1.10 Research Structure ............................................................................................... 8

Chapter 2: Theoretical Background ...................................................................... 10

2.2 Branding Definition ............................................................................................. 11

2.2.1 Urban Branding................................................................................................. 11

2.2.2 City Marketing .................................................................................................. 12

2.2.3 Principles of City/place Branding ..................................................................... 12

2.3 Urban Branding Strategies ................................................................................... 15

2.3.1 Branding through Location ............................................................................... 17

2.3.2 Branding through City Life............................................................................... 19

2.3.3 Branding through Mediascape .......................................................................... 19

2.4 Models in Place Branding .................................................................................... 20

2.4.1 Model of Three Gap Place Branding ................................................................ 20

2.4.2 Model of Kavaratzis......................................................................................... 21

2.4.3 Anholt's Idea of Competitive Identity............................................................... 22

2.4.4 Thematic Roadmap ........................................................................................... 23

2.5 City Image............................................................................................................ 24

2.5.1 The Image of the City (Kevin Lynch) .............................................................. 26

2.5.1.1 Glossary ......................................................................................................... 26

2.5.1.2 City Image Elements of Kevin lynch ............................................................. 28

2.5.2 City Image Structure ......................................................................................... 34

2.5.3 City Re –imaging .............................................................................................. 36

2.6 Summary .............................................................................................................. 38

Chapter 3: Methodology, Analysis and Results ................................................... 39

3.2 Data Collection .................................................................................................... 40

3.2.1 Sampling ........................................................................................................... 40

3.3 Focus Group ......................................................................................................... 40

3.3.1 Focus Group Uses ............................................................................................. 41

3.3.2 Focus Group Advantages .................................................................................. 41

3.3.3 Focus Group Process ........................................................................................ 42