This paper studies the impacts of branding and rebranding the built environment on the human recognition and human behavior. It suggests a methodology to be followed and a framework to be used in assessing the impacts of any proposed project within the urban content, the proposed project might be (policies, programs, plans, designs, and strategies). (5) (PDF) Framework for assessing the impacts of proposed projects. Available from: https://www.researchgate.net/publication/301914239_Framework_for_assessing_the_impacts_of_proposed_projects [accessed Feb 08 2021].