SuHRF seminar: Heritage Branding and Sustainable Cultural Identity – Mohamed Badry

  • Date: –16:30
  • Location: Campus Gotland Room E41, Campus Gotland, Cramérgatan 3, Visby and via Zoom
  • Lecturer: Mohamed Badry, PhD student
  • Website
  • Organiser: SuHRFs Sustainable Heritage Research Forum, Campus Gotland
  • Contact person: Joakim Andersson
  • Seminarium

Updated results from the "Cultural Identity and Branding: an Integrated Approach to Enhance the Heritage Value” project are presented in this seminar.

The seminar shares the updated results of the PhD research “Cultural Identity and Branding: an Integrated Approach to Enhance the Heritage Value” that aims at developing a people-based heritage branding model.

Through reviewing the international legislations and its theory, the researcher attempts to present the “Cultural Identity” concept from the heritage preservation overview considering the contemporary needs and wants of the new generations. On the other hand, he invests the interactive manifestation of this cultural identity creating a unique brand image for each heritage site/cultural landscape. In addition, the presentation shows the conceptual varieties between the branding industry and the heritage branding approach. Recognizing the conservation statement and the tourism activities, it classifies the heritage marketing on three phases: promotion, marketing and branding “Augmentation Level”. Finally, the lecture shares the dimensions of considering the UNESCO WHC logo as a brand or not, as well as the interactive relationship between cultural identity and heritage branding.

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The seminar will be held at Campus Gotland, Room E41 and via Zoom at https://uu-se.zoom.us/j/63841766240.


Mohamed Badry

Mohamed Amer is a PhD candidate in Heritage Marketing and Sustainable Cultural Tourism, Roma Tre University, Italy. In addition, he is HeritageForAll initiative founder and ICOMOS-ICTC member with extensive background in heritage management and marketing.

For more information about the educational background and professional experience of Mohamad Amer, you can review his LinkedIn profile.