الفهرس 
NEW DESERT URBAN COMMUNITIES IN EGYPTOnly 14 pages are availabe for public view
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Abstract
Rapid urbanization pace has urged policy makers to embrace sustainable development strategies that provides the needs and goals of citizens without risking its limited resources. Nevertheless, cities market is highly competitive, where the adoption of City Branding strategies is a must to sustain occupancy rates and keep their market position to attract future investments. There is connection between City Branding strategies determining community perception and the impact on housing occupancy rates and real-estate investments in the city.
Globalization influenced the transformation and growth of our cities, where some cities turn out highly progressive while others are degenerating. The forces of Globalization drives cities to be competitive to attract Foreign Direct Investments to enhance its local economic development and attract population to sustain its real-estate capital.
City Branding is one of the critical tools that Cities use to position themselves in the market and to market their competitive advantage. Improving cities performance is linked to understanding cities as competitive corporates that follows those same rules of marketing strategies along with understanding the human perception of city and placemaking.
After going through the relevant literature, the thesis investigates El-Shorouk city’s user-generated branding through various designed experiments on social media platform as well as observation of existing Facebook posts. Afterwards, an online questionnaire is conducted to validate the common responses and have a deeper analysis to understand the sense of place of users and how they brand their cities, then an In-depth interview was held for further understanding of different aspects related to occupancy rates and main points that may affect people’s decisions to relocate to one of the new cities. The research concluded that what might be the main quality of the city for some, could be the flaw or imperfection for others. The research highlighted how social media plays an important role affecting community perception of the city and assist the opportunity value of branding strategies through formal communication channels.
An analysis of the competitive advantage was done through the thesis for one Egypt’s New Cities, El Shorouk City as a case study, in order to be able to construct a City Branding strategy based on the competitive position of this city within the Egyptian market. The methodology for this analysis is depending on Porter’s Competitive Diamond for Nations and its Five Forces Model of Competition. The first model is used for internal analysis for city’s potential while the second model is used for external analysis. where both models were used in analysing El Shorouk city’s market position and how to better assign its competitive capacities and potentials to formulate a City Branding Strategy that could attract population and investments. In return this will impact the strategies for place making in new cities that will be addressed to capture the economic potentials of the city