000			03171nam a22003017a 4500
003			OSt
005			20260515120338.0
008			260121b |||||||| |||| 00| 0 eng d
022			_a1842-0206
022			_a2069-8887
040			_aTBS _bEN _cTBS
041			_aeng
100			_aZeineddine, Cornelia _927018 _eauthor
245			_aEmploying nation branding in the Middle East: United Arab Emirates (UAE) and Qatar _c/ Cornelia Zeineddine.
260			_bManagement & Marketing, _c2017.
300			_a208-221 pages.
362			_aManagement & Marketing, 2017-06, Vol.12 (2), p.208-221
520			_aBranding represents the instrument through which an entity communicates and identifies itself in the consumer’s perception. National branding is a similar mean employed at country level. Nation branding is crucial in order to attract investment, boost exports and attract tourists and talented workforce. Nation branding stands between public diplomacy and economic benefits. An adequate policy of Nation Branding-based on a positive, credible and economically reliable image- can be able to extend the range of potential customers and of potential investors. With the aim of better understanding the new challenges, opportunities and threats existent in a globalized economy, the paper evaluates nation branding in the context of UAE and Qatar. The paper examines nation-branding as a driver for boosting the economy, taking into account that clichés and stereotypes (especially in the context of the Middle East) can influence our perception towards one country or another. The analysis explores the strategy adopted in order that Dubai becomes the flagship-brand of the UAE. Abu Dhabi complements this strategy, driving UAE to the position of the most valuable brand in the Middle East. The paper further enquires the case of Qatar and compares it with the branding process of the UAE. Qatar has established various branding resources such as the Al Jazeera news network, international sport events and several cultural and educational exchange programs with international profile. The UAE strives to become an influencer in the global economy, overriding its dependence on hydrocarbon reserves. Qatar is richer in hydrocarbon reserves than the UAE; nevertheless, it shares the interest of detaching itself from the rentier economy. The study explores the fact that from 2014-onwards the global oil economy was hit hard, as the price of the oil barrel is at an historic low, thus it has become stringent for the Persian Gulf countries to diversify the revenue sources. As a result, their branding strategy has become even more salient. The processes employed for establishing nation-brands in the Gulf are noteworthy and constitute the focal point of the paper.
630		0	_aMSc International Business _926977
650		0	_aAdvertising agencies _94128
650		0	_aBranding (Marketing) _96284
650		0	_aPlace marketing _924199
650		0	_aGlobalization _92394
651		0	_aUnited Arab Emirates (UAE) _927019
651		0	_aMiddle East _924864
856			_uhttps://research-ebsco-com.hub.tbs-education.fr/c/q5dvh4/viewer/pdf/xjwmura4ov
942			_2lcc
999			_c5217 _d5217