| Architecture is a primary force in shaping the mental and emotional image of a place. Beyond its physical function, architecture serves as a communicative language that conveys cultural values and symbolic meanings, playing a central role in constructing both the identity and brand of a place. This research investigates the role of architectural design in shaping place brand image, providing a conceptual framework that explains how built form contributes to public perception and collective memory. The study introduces five key architectural dimensions—function, structural integrity, aesthetic expression, contextual integration, and symbolism—that influence how a place is experienced, remembered, and interpreted. These dimensions are explored through the case of Tahrir Square in Cairo, a public space shaped by its architectural surroundings and historical relevance. The findings suggest that diverse architectural expressions, when strategically integrated, enhance rather than dilute the brand image of a place. Rather than reducing brand image to promotional tools or visual logos, the paper argues that architecture can serve as a spatial and symbolic brand identifier. This perspective reframes architecture as an intentional act of brand formation, deeply tied to culture, history, and spatial legibility. The research concludes that architectural design should be guided by an awareness of brand-building goals, especially when constructing or redeveloping significant urban spaces. Design strategies that are context-sensitive, visually coherent, and symbolically expressive are essential in creating places with strong, memorable, and authentic brand images. |
