000			03141nam a22003137a 4500
003			OSt
005			20260513175034.0
008			260121b |||||||| |||| 00| 0 eng d
022			_a2392-8042
022			_a2286-2668
040			_aTBS _bEN _cTBS
041			_aeng
100			_aZeineddine, Cornelia _927018
245			_aNation branding and its potential for differentiation in regional politics _b: the case of the United Arab Emirates and Qatar _c/ Cornelia Zeineddine, Luminița Nicolescu.
260			_bManagement Dynamics in the Knowledge Economy, _c2018.
300			_a167-185 pages.
362			_aManagement dynamics in the knowledge economy, 2018-03, Vol.6 (1), p.167-185
520			_aSimon Anholt, who fathered the concept of nation branding, values the nation brand as the most important resource of a state as it contributes to obtaining a competitive advantage and a consolidated position in the international marketplace. This paper pinpoints how Anholt’s paradigm for nation branding applies in the case study of two Middle Eastern countries: the United Arab Emirates (UAE) and Qatar and its benefits for this regional context. The Middle Eastern countries operate less with the nation branding concepts when compared with the Western world. However, the UAE and Qatar used nation branding techniques quite savvy, Anholt’s model internalization being relevant. As of today, the UAE represents Middle East’s most powerful brand, while one of its main cities- Dubai- has gained a reputation for its cosmopolitan vibe, whereas Doha of Qatar is consolidating its fame on the international sports circuit. Overall, the Gulf Cooperation Council (GCC) bloc - a region of great wealth positioned between the Persian Gulf and the Arabian Peninsula- has become acquainted with the advantages of nation branding. Despite the fact that these countries did not target creating a nation brand per se, they took measures for economic development that resulted in nation branding and regional differentiation. In the recent years, Qatar and the UAE have developed strategies for branding attractions that help in distinguishing themselves from their neighbors. The study uses Anholt’s conceptual framework for assessing the two countries in their different development stages and from a comparative viewpoint, identifying both communalities and differentiating strategies while developing nation brands. The conclusion is that nation branding can be particularly beneficial to nations from emerging economies and that the GCC specifically can benefit from this process.
630		0	_aMSc International Business _926977
650		0	_aPlace-marketing _zUnited Arab Emirates (UAE) _927046
650		0	_aPlace-marketing _zQatar _927047
650		0	_aPlace marketing _xGovernment policy _927048
650		0	_aCultural diplomacy _927049
650		0	_aBranding (Marketing) _xPolitical aspects _927050
650		0	_aForeign public opinion _927051
700			_aNicolescu, Luminița _927052 _eauthor
856			_uhttps://research-ebsco-com.hub.tbs-education.fr/linkprocessor/plink?id=74bf4c26-89f3-3443-ba73-5f01f7f8c160
942			_2lcc
999			_c5216 _d5216