Crafting the Future: Pioneering Urban Branding and Development in Neom's Visionary Line City Project, Saudi Arabia

In an era marked by rapid technological advancements and globalization, cities are increasingly competing for prominence as attractive tourist destinations, workplaces, and culturally rich locales. This competition necessitates continuous urban evolution and strategic promotional efforts. This thesis investigates the intricate dynamics of planning and branding of urban mega projects, with a focus on the ambitious "Line" city project within the Neom region. The study aims to understand how cities try to balance visionary ambitions with practical realities, integrating development strategies, urban branding, and pragmatic considerations. City branding is pivotal in crafting an appealing image for tourists and investors while strengthening local identity. However, managing a city's image is complex, requiring a nuanced understanding for effective implementation. This research delves into the challenges faced by urban mega projects in aligning ambitious goals with environmental sustainability, social impact, and authentic urban development and through an analysis of visual representations and marketing strategies, identifies potential discrepancies between projected images and actual outcomes, highlighting their implications. Employing a mixed-methods approach, the research combines qualitative analyses of interviews and visual content with a critical review of existing literature. This methodology offers a comprehensive understanding of the successes and challenges in urban mega project development and branding and addresses critical questions on balancing development strategies, urban branding, and practical realities, offering a nuanced perspective on the contemporary challenges of urban mega projects.