Branding heritage in multi-cultural societies, with special references to preservation discourses

Abstract

Heritage is the platform of intangible attributes embedded within the physical urban values; it is the overlapping between urban forms and social history. Heritage can be a brand value proposition that creates a unique base of strong relationships between urban settings and users. The research is focusing on the idea of heritage preservation from a different perspective, adopting branding techniques and mechanisms to overlap the two disciplines in a study framework. Branding heritage re-introduces heritage values from the marketing perspective, in which the research reflects the idea of the place attachment and refreshes memories from the economic dimension. The research proposes a structural framework that accommodates the literature domains of heritage preservation as tangible elements, patterns, geometry … etc. and intangible values as spiritual, sense of place … etc. mapped with the branding approaches. The aim of this research is to trace the branding heritage tactics and examine the approach. The purpose is to preserve heritage from deterioration and use its values as economic assets. The research intends to validate the importance of marketing experience in branding heritage process, using the symbols of tangible and intangible meanings and its significance. The research anticipates studying marketing the heritage within multi-cultural societies, in terms of contributing the heritage of some urban setting within the heritage of others. The proposed structural framework reflects the mechanism of branding heritage. Finally, the research concludes its findings by offering interpretations of re-reading the users reflections and reviews to the concept of branding heritage upon an existing project setting.