Physical Branding and Heritage

  • Marina PavkovićEmail author
  • Jesenko Horvat
Part of the The Urban Book Series book series (UBS)


Physical branding is a method of managing architectural/urban systems which, in its significance, design and purpose, represents individual spatial identities and can affect the competitive identity of the site. The aim of the research presented in this chapter is to identify physical branding models in the field of cultural heritage and the designed natural environment in relation to the renewal of heritage and/or the application of urban modernity. The expected results are typologically defined physical branding models. The networking of specific spatial characteristics, through targeted architectural/urban planning, contributes to the establishment of individual spatial identities which, in their significance, affect competitive identity. The obtained results may be applied to strategic planning procedures, both in spatial planning and in the planning of economic development.


Physical branding Spatial identity Designed environment Competitive identity 



The research is part of the scientific project “Heritage Urbanism—Urban and Spatial Planning Models for Revival and Enhancement of Cultural Heritage”. It is financed by the Croatian Science Foundation [HRZZ-2032] and carried out at the Faculty of Architecture, University of Zagreb.


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© Springer Nature Switzerland AG 2019

Authors and Affiliations

  1. 1.Faculty of ArchitectureUniversity of ZagrebZagrebCroatia

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