Branding Cities Through Architecture: Identify, Formulate, and Communicate the City Image of Amman, Jordan

Abstract

This research aims to explore the role of architecture in creating an identifiable brand for Amman. It seeks to put forward a vision through which Amman’s city can formulate a clear model for implementing a successful branding strategy. In doing so, this research studies the concepts associated with the ideas of branding, city image and identity, and the extent to which such ideas are to be implemented in Amman. The study adopted an inductive approach using in-depth, semi-structured interviews with 35 experts with central roles in stating the city’s key values that best reflect the city’s identity. A thematic analysis was conducted in line with theoretical aspects, including the city’s message, strategies for formulating the brand, and communication via architecture. The image of Amman shows an obvious distinction between its historical character and modern global styles as it suffers from disorder within its architectural landscape. Amman needs to rethink its identity in order to create a new brand that keeps pace with time without losing the originality of the place. This calls for re-evaluating the role of the iconic buildings and their associations with the surroundings, enabling them to become of significant presence, both symbolically and operationally, in expressing the city’s personality and promoting its message.