Journal of Urban Economics and Management

Abstract:

This research focuses on designing an empowerment program for architecture firms confronting branding requirements and the complexities of urban mega-project design. Its aim is to elucidate effective mechanisms for enhancing the professional and managerial capacity of architectural firms. The study employed a qualitative method with a thematic analysis approach. Data were collected through semi-structured interviews with experts in architecture, brand management, and urban design, using purposive sampling. Coding was conducted in three stages: base, axial, and selective. Ultimately, seven main categories were extracted: the identity and brand of architectural firms, design complexity in urban mega-projects, empowerment of design teams, brand management and market performance strategies, technology and innovation in the design process, organizational management and human capital, and interaction with the professional environment and urban policies. The findings revealed that empowering architectural firms is a multi-layered process requiring the integration of three main axes: intra-organizational (skill development and team structure), inter-organizational (interaction with the market and urban institutions), and technological (innovation and digitalization of design). Furthermore, professional branding was recognized not merely as an advertising tool but as a strategic platform for guiding organizational behavior, shaping professional identity, and elevating the position of firms within the urban design system. Based on the results, integrating technology, brand identity, and organizational learning can provide an effective framework for the sustainable empowerment of architectural firms in the face of the increasing challenges of megacities and the contemporary competitive market.