German Institute for Global and Area Studies | Leibniz-Institut für Globale und Regionale Studien

Steffen Wippel

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

Studies on Modern Orient | 2023

Abstract

This empirical overview of branding Middle Eastern products, persons, and places, starts with pointing to pertinent rankings, major international events, and general trends in branding in and of the MENA region. Commodity and company brands as well as the branding of certain personalities and political groups are discussed in separate subsections. The major part of this chapter consists of a meandering bird’s-eye view of the region, which gives details on the branding of countries, regions, cities, and project sites. This starts with the outstanding case of Dubai, then extends to other Arab Gulf places, and crosses the rest of West Asia and North Africa, before catching a glimpse of more peripheral places. However, it sometimes proves difficult to distinguish between the various objects of branding, as especially the branding of places and (political) persons, and of products or events and places is often closely intertwined. Implicit or explicit reference to the previous chapter in the edited volume, which presents global developments in the branding business, diverse conceptual approaches, and the main research questions, is included in these sections. A short conclusion summarises the findings, gives an outlook on research gaps, and links with the next chapter that presents the contributions to this volume.

Regional Institutes

GIGA Institute for Middle East Studies

Research Programmes

Accountability and Participation

Edition

Edition Klaus Schwarz

Published in

Branding the Middle East

Editor(s)

Steffen Wippel

Series

Studies on Modern Orient

Series Volume

Publisher

De Gruyter Open Ltd.

Pages

55-160

ISBN

978-3-11-074062-2

978-3-11-074110-0

978-3-11-074115-5

DOI

https://doi.org/10.1515/9783110741100-006

Location

Berlin

Dr. Steffen Wippel

Research Fellow

steffen.wippel@giga-hamburg.de

Studies on Modern Orient | De Gruyter Open Ltd. | 10/2023

Branding the Middle East: Communication Strategies and Image Building from Qom to Casablanca

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.

Dr. Steffen Wippel

Research Fellow

Studies on Modern Orient | 10/2023

The Multilevel Branding of Tangier at Temporal and Spatial Interfaces

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.