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

Place Branding and Public Diplomacy 
Vol. 9, 1, 49–65
58
Khirfan and Momani 
commented that ‘ There are many tourists who 
come to see the old buildings, yet they [GAM] 
are tearing them down to build new buildings 
although the tourists do not want to see new 
buildings ’ (Focus groups with Amman ’ s 
children, 10 and 11 December 2010). 
Not surprisingly then, in the wake of 
the 2002 branding campaign, which became 
increasingly irrelevant to Amman ’ s citizens, 
Amman witnessed the emergence of several 
NGOs dedicated for the preservation of its 
more recent architectural heritage ( Quna, 
2002 ). Also, not surprisingly, then that 
policymakers and planners approached the 
2009 re-branding campaign differently.