الفهرس 
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Abstract
Today, notions of place and market, expanding information technologies, local authenticity and global consumer culture have intersected to create complex matrix of relationships. The rapid transfer of knowledge and the interconnected global realm has resulted in a new economic structure of customization, where the consumer seeks to accommodate the commodity to fit his very own experience differing himself from the standardized global copies.
At the current age of information, Marketing and branding has expanded to limits never reached before. With a click on a search button on the internet, a huge stream of audio-visual materials arrives, forming a composed perception to the user about the object. In this age of vast globalization, where the culture of copy prevails, cities themselves are transferred into salable commodities, that needs its own marketing tools to be sold, needs to have its unique “Brand” to be differentiated than other cities and elevate its position in the global village.
Branding means the expression of identity, whether it be for an enterprise or a city. Brands create identities to sell new products, until newer ones arrive. Brands play a significant role in shaping global culture and in formulating people’s expectations and hopes about themselves. Brand has become a symbol for contemporary consumer values associated with the information age: differentiation, customization, communication and perception.
In such context, Architecture cannot be seen any longer as a mere object in the city, but as a billboard or and more precisely as an advertisement and a marketing tool for the city. Architecture has developed such relationship with branding due its distinct properties than other marketing tools, as architecture inherited these powerful visual properties that puts it as a main player in creating a perception of the physicality of the city. at the same time, architecture has the power to create favorable spaces that incorporates experiences, hence having another dimension that engage directly with the desires of the users, which is a key matter in marketing and branding the object which in this case is the city.
Thus, this research investigates how architecture can play a significant part in determining how individuals are involved in the continuing reorganisation of economic and cultural behaviours, by acting as a catalyst for new experiences and redefining the perception of the city.
This investigation will be carried out by a deeper look at the notions of “ Branding” and its strategies from an economic business point of view and testing the applicability of such strategies on a complex commodity as the city, Simultaneously, with the study of the behavior of the consumer in the consumerist society and the notions of perception and seduction at the information age.
Bilbao, Dubai, Shanghai among other cities have witnessed remarkable changes in their economic performance after inserting “ Architectural Interventions” to the urban scene. Such cases will be analyzed to trace the reflection of the insertion of such interventions on the local and global perception of such cities.
The aim of the research is to conclude the general characteristics of such architectural interventions, both visually and programmatically, that enables it to play its role as the tool for branding the city and enhancing its economic performance.