A Framework for Branding Rural Towns: A Case Study of Al-Mughayyer, Irbid, Jordan: Fid-Bau Portal

A Framework for Branding Rural Towns: A Case Study of Al-Mughayyer, Irbid, Jordan

Gharaibeh, Anne A. / Al-Kaff, Mohammed H. / Ze’aiter, Ammar M. / Abuharbid, Mohammad H.

Globalization is increasing competitiveness among cities in drawing attention and attracting visitors as well as stakeholders to them. This is leading to positive impacts on the development of their infrastructure and improving the quality of life for their citizens. In some cases, well-known sites in certain cities draw attention away from other local contexts leading to negative impacts on those sites. In the case of Jordan, famous places such as Petra and the Dead Sea are drawing attention away from other local areas, particularly, rural areas with distinctive characteristics. Here comes the need for branding strategies to highlight the advantages of these areas. However, it is noticeable from previous studies that branding strategy is concentrated on cities rather than rural areas that do not receive sufficient attention from planners and officials. Accordingly, this paper aims to put forth a general framework for branding rural towns. It applies the framework to Al-Mughayyer town to learn how to fit branding to the Jordanian rural context. The study investigates town residents’ attitudes toward rural branding. One hundred people answered questions that focused on identifying the important aspects of their town; rating their importance, and suggesting valuable locations, attractions, socio-economic factors in the town and its vicinity. Interviews with residents and local officials clarified many of the in-depth issues related to the town’s identity. The researchers employ the geographic information system (GIS) to identify suitable areas that enhance this identity. In the end, this study elucidates that; despite the many attractions that this town possessed, the natural environment was the most important branding factor in this town, where suitable areas appear around agricultural lands and Rahub Spring. The same framework can be used in other towns in order to evaluate and outline the important branding factors which are worth consideration in future development plans.