Studies on Modern Orient | 2023
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.
Edition Klaus Schwarz
Branding the Middle East
Studies on Modern Orient
De Gruyter Open Ltd.