Nation Branding & Cultural Diplomacy

City Branding:

Image & Reputation Analysis of Dubai*

Abdeslam Badre

Outline

• The Middle East: A regional Profile

• Dubai in the Middle East

• Dubai’s Brand Image

• Dubai’s Branding Strategies

• Dubai’s Regional Competitors

• Challenges Facing Dubai’s Brand

The Middle East: A regional Profile

1 Bahrain

3 Palestine

4 Jordan

5 Kuwait

6 Lebanon

7 Qatar

8 UAE

Stereotyping the ME

• War

• Terrorism

• Islam

• Dictatorship

• Conflicts

• Oppressions

• Oil

The Missing Image in the ME

• Home to The First Civilizations in the World

• Home of the World First Documented City

• During Centuries, being a center of development and innovation

• Home of the largest Oil Reserves worldwide

• Cradle of the World three Monolithic Religions

Dubai in the Middle East

Dubai is the best Example

of a City Brand that has

established itself in a very

short time.

Dubai: then & Now

Dubai’s Dubai’s Brand Image

• Dubai focuses on creating an image of:• Luxury• Prestige• Modernity• Regional Hub for investments

It is based on:

• High profile Promotion

• Quality Service

• Luxuries Infra-Structures

• Logistics

• Diversifying its resources

Dubai’s Regional Competitors

1. Qatar

2. Bahrain

3. Abou Dhbi

• Economic Crisis

• Regional Competition

• Regional Malaise

• Scarcity of Resources

• Dichotomy of Modernity & Tradition

• Public vs. Private Sectors

• Human Rights of Labors

Reference

• Robert Govrs, Oct. 2011. Brand Dubai and Its Competiters In the ME: An Image and Reputation Analysis. Place Branding and Cultural Diplomacy

• http://3.bp.blogspot.com/-GMTtlEeNPOA/T7t_NRU9SwI/AAAAAAAAAcY/fEKI9Bsxh0Y/s1600/GCC+flags.jpg

• http://www.lonelyplanet.com/maps/middle-east/united-arab-emirates/dubai/

• http://www.google.de/imgres?imgurl=http

THANK YOU!