Branding the Middle East: A Review of Regional Manifestations of a Global Phenomenon

This edited volume critically analyses processes of strategic communication and image-building under the general conditions of globalisation, neoliberalisation, and postmodernisation and, in a regional perspective, of persistent authoritarian rule and increased endeavours for “worlding.” It fills an important gap in the research on place, product, and personal branding in the MENA region.

This chapter points to the multi-scalar aspects of place making. It is interested in how a wide range of actors at different levels contribute to the construction of brands for Tangier and specific places in it. Special attention is directed to how strategic communication positions the city in space and time.

This edited volume critically analyses processes of strategic communication and image-building under the general conditions of globalisation, neoliberalisation, and postmodernisation and, in a regional perspective, of persistent authoritarian rule and increased endeavours for “worlding.” It fills an important gap in the research on place, product, and personal branding in the MENA region.

This chapter points to the multi-scalar aspects of place making. It is interested in how a wide range of actors at different levels contribute to the construction of brands for Tangier and specific places in it. Special attention is directed to how strategic communication positions the city in space and time.