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Steffen Wippel
Studies on Modern Orient | De Gruyter Open Ltd. | 2023
The new edited volume “Branding the Middle East” investigates place, product, and personal branding in the Middle East and North Africa, including some studies from adjacent regions and the wider Islamicate world. While branding in the Western world and many emerging economies has been meticulously analysed, the book fills an important gap in the research on MENA countries. The diversity of contributors from different regional and disciplinary backgrounds allows for a variety of research questions, perspectives, and approaches to the complex and, over the last two decades, regionally soaring branding phenomenon. Going beyond the mere presentation of logos and slogans, the chapters critically analyse processes of strategic communication and image-building under the general conditions of globalisation, neoliberalisation, and postmodernisation and, in a regional perspective, of lasting authoritarian rule and increasing endeavours for “worlding.” In particular, the authors look at the multiple actors involved in branding activities, their interests and motives, and examine the tools, channels, and forms of branding. There is a strong interest in the entanglement of different spatial scales and the (in)consistencies of communication measures. Attention is paid to the reconfiguration of certain images over time, to the positioning of objects of branding in time and space, and to related geopolitical contexts. Historical case studies supplement the focus on contemporary branding efforts.
Edition Klaus Schwarz
Studies on Modern Orient
38
660
De Gruyter Open Ltd.
38
978-3-11-074062-2
978-3-11-074110-0
978-3-11-074115-5
Berlin
