Between Branding and Identity,Re-Imaging Historic Cairo

Amira El Hakeh
As an effect of globalization, many historic city centers in the developing world were subject to great transformation. The greater the turbulence caused by this transformation, the greater the need to connect to cultural heritage as an assertion of identity. The research addresses the role of place branding in conserving the heritage of Historic Cairo, which historic fabric deteriorated to the extent that it has irretrievably lost its authentic character due to neglect and mismanagement....
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