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Brands face many challenges to stand out in the intense competitive arena. The role of printing design comes to contribute building and strengthening brand identity to attract audiences. Research problem arose in exploring creative strategies through the diversity of different cultural influences to be used in brand designs with Egyptian character and integrating international artistic movements with contemporary Egyptian identity and developing printed designs that combine authentic and contemporary Egyptian heritage. It aims to understand the symbols and connotations of visual identity that play a pivotal role in brand designs and integrate them effectively with global influences for marketing strategy and proposing new experimental approaches to create print designs for brands with Egyptian identity and achieving balance between Egyptian identity and modern global trends that achieve cultural appeal towards Egyptian products, its importance lies in directing sustained attention towards print design to direct researchers and those interested towards the relationship between creative strategies and cultural influence in brand design field. It assumes existence of positive interactive relationship between international artistic movements and Egyptian identity as their integration can have positive impact on printing design brands through their combination to enhance the attractiveness of Egyptian brands in international markets. It follows the descriptive analytical approach in describing and analyzing models of movements and creating printing design that integrate international artistic movements with Egyptian identity and the experimental approach in developing design ideas that create a link between Egyptian identity and international artistic movements to develop effective inspiring printing designs for scarf.
Nafady et al. (Sat,) studied this question.