Dr Asma Mehan is an architect, writer, and educator. She holds a Ph.D. Degree from Politecnico di Torino (Torino, Italy) in the field of “Architecture, History and Project”. She worked as research fellow at EPFL (École Polytechnique fédérale de Lausanne) in Lausanne (Switzerland) and Alfred Deakin Institute (ADI) in Deakin University, Melbourne (Australia). Asma's main research lies in the area of politics of architecture, Transnational Urban Studies, and Social Sustainability. Much of her work focuses on the Middle East, with projects currently being pursued in Iran, Italy, Germany, Malaysia, United States and the United Arab Emirates.
Asma has extensively presented her research at national and international conferences, and has received Awards, Grants and Fellowships included: Awarded Premio Pubblicazioni 2015 (Publication Award 2015) by Department of Architecture and Design (DAD) at Politecnico di Torino (Italy), Emerging Scholar Award for the '2017 Spaces & Flows: Eighth International Conference on Urban and ExtraUrban Studies' (Hull, United Kingdom, 2017), Awarded Travel Grant for attending in International PhD Seminar "Comparing Habitats" supported by the 'EPFL Habitat Research Center' and ' the Laboratory of Urbanism (Lab-U, EPFL)', École Polytechnique Fédérale de Lausanne (EPFL) (Lausanne, 2017), Graduate Scholar Award by Spaces & Flows: Seventh International Conference on Urban and ExtraUrban Studies, University of Pennsylvania (Philadelphia, 2016), 2015 Premi di Qualità (Quality Awards) by Scuola di Dottorato (Doctoral School), Politecnico di Torino (Torino, 2016), Society of Architectural Historians’ (SAH) Keeper’s Preservation Educational Fund Annual Conference Fellowship (Chicago-2015), and Society of Architectural Historians of Great Britain (SAHGB) Graduate Student Research Forum Travel Grant (Edinburgh- 2015).
Nowadays, cities have became the laboratory of new forms of political mobilization based on urban branding policies which improves marketing of the city image in various ways by converting the visual image of the city into a brand image. In the early twenty-first century, the city of Turin as the Italian prototypical one-company town started investing heavily in urban branding strategies, in order to modify its former image of an industrial city. The core of the paper is a theoretical framework to understand the Urban Branding in Post-Fordist cities, which were developed through a review of the literature on both city branding and the industrial cities. Following a review of the extant literature on the urban image in general and city branding in particular, this research outlines distinct elements, categories and dimensions of a place brand, as well as a number of approaches in post-Fordist and postindustrial cities with example cases of each approach. This Paper aims to analyze the relationships between Post-Fordist Cities and Urban Branding through the case study of Turin, particularly deepening the role played by urban branding policies not only in promoting the city image but also in refusing some particular urban representations.