Abstract

Most developing countries consider sustainabilityis a luxury, but El Gouna city at hurghada, Egypt, thoughtdifferently and uses sustainability as a tool for branding theplace. Branding a place is new approach towards sustainablecities development (SCD); sustainability(S) requiresmulti-dimensional indicators to show the relationship betweeneconomic, social, environmental and cultural aspects.Sustainable development (SD) defined as meeting the needs ofcurrent generations without negative impact on the needs offuture generation, branding a place (BP) integrate economic,social, environmental and cultural aspects into the city. In orderfor a city to be a good brand it must possess distinctivecharacteristics that can be identified , these include cityappearance, people’s experience, people’s belief as well as whatthe city stands for .The study has found that place branding is away to promote sustainable initiative; place branding has thepotential to shape as a leading tool for the concurrence of moresustainable cities in developing countries, sustainability andgreen development should turn main priorities to developingcountries.