Re branding Amman: a ‘lived’ city's values, image and identity

Figure 1
:
Our proposed theoretical framework links city 
branding and place making theories.

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© 2013 Macmillan Publishers Ltd. 1751-8040 
Place Branding and Public Diplomacy 
Vol. 9, 1, 49–65
54
Khirfan and Momani 
( Canter, 1977 ) theory of place and Kavaratzis 
and Ashworth’s (2005) notions on city 
branding. Specifi cally, we argue that the 
strategic approach underscores the connotative 
meanings of the city, while the tactical 
approach addresses the city ’ s physical attributes 
and the activities of its users. Accordingly, we 
propose that strategic and tactical undertakings 
of city branding parallel those of place-making 
( Figure 1 ).