Branding Egypt’s Heritage Handicrafts In The Global Markets As Fashionable Creative Industries

Document Type : scientific articles

Author

Associate Professor. Department of Advertising. Faculty of Applied Arts. Helwan University

Abstract

Egypt has always fascinated the world by its art and cultural heritage, as since the dawn of mankind the Egyptian artist and handcrafter has provided the world with masterpieces that still fascinate the viewers whenever they happen to meet them in the museum displays all over the world. The problem is that those handicrafts are facing now serious difficulties in reaching their audience while introducing themselves in outer markets as they might lack some of the competitive advantages, or for being rated as obsolete or unfashionable.

Egypt today is totally different from before, aiming to brand itself as a strong and powerful country with great past and not-less future it has all the constituents required for achieving its goals, regarding the governmental efforts supporting small businesses and entrepreneurships the country is offering a wide range of international forums and exhibitions whether in or outside the country, it is now the role of good branding to address the exterior markets in a way revealing the true value of the products and their producers as the heirs of such a great and magnificent historical heritage.

This paper is aiming to suggest an approach for branding Egypt’s traditional handicrafts in global markets in a way that supports their image as fashionable creative industries, clarifying their true value as timeless masterpieces, not obsolete or retrograde.

Keywords

Journal of Heritage and Design

Articles in Press, Accepted Manuscript
Available Online from 20 December 2023

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