A Strategy to Create a City Brand as a Tool to Achieve Sustainable Development (Case Study: Branding of Port-Said City-Egypt)

Based on the Sustainable Development Goals, the branding of cities is evidence of their quality, and it can make them suitable tourist destinations for potential investment. This article studies the potential of Port Said city in Egypt to be on the global map of investment and tourism. The paper aims to build a strategy to create a brand for Port Said and market it on three axes: (a) the economic axis, which involves exploiting all available resources in the city and ensuring the sustainability of investment sources to sustain the economy; (b) the social axis, which focuses on reviving the city's cultural and moral legacy, customs, and traditions; and (c) the environmental axis, which aims to upgrade the urban environment, especially the heritage buildings, and preserve natural resources in the area. The research implements a comprehensive framework that serves to highlight the identity of Port Said city as a case study. The research concludes by establishing a comprehensive, directed sustainable development framework with economic, social, and urban environment aspects by building a brand for the city and marketing it. The branding of Port Said city has been able to boost a unique identity that appeals to tourists and potential investors while also promoting economic, social, and environmental sustainability.