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Branding the Middle East: A Review of Regional Manifestations of a Global Phenomenon
[collection article]
This document is a part of the following document:
Branding the Middle East: Communication Strategies and Image Building from Qom to Casablanca
Abstract
Branding has its ancient roots in the wider Mediterranean and the Middle East, as we have seen in the preceding conceptual chapter. Throughout history, branding products, persons, and places - even if the concept did not yet exist by this name - has been practised in the Arab, Ottoman, and Islamic r... view more
Branding has its ancient roots in the wider Mediterranean and the Middle East, as we have seen in the preceding conceptual chapter. Throughout history, branding products, persons, and places - even if the concept did not yet exist by this name - has been practised in the Arab, Ottoman, and Islamic realms. Especially with increasing contemporary globalisation and implementation of neoliberal agendas, the pressure on nations and cities for competitive positioning and worlding has dramatically increased everywhere in the Middle East and North Africa (MENA). In particular, the hydrocarbon-based ascension of the Arab Gulf countries and their quest to prepare for a post-oil and post-gas era, with Dubai clearly at the forefront, has given pervasive branding endeavours a particular push. Supported by technological advances and in a world of growing postmodern experiments, these places excelled in constructing hyperreal worlds and preparing virtual presentations, which perfectly fit the global attention economy.... view less
Keywords
North Africa; Arab countries; Middle East; marketing; image; public relations work; advertising; tourism; consumption
Classification
Area Development Planning, Regional Research
Marketing
Free Keywords
Golfstaaten; Image-Bildung; Tourismuswirtschaft
Collection Title
Branding the Middle East: Communication Strategies and Image Building from Qom to Casablanca
Editor
Wippel, Steffen
Document language
English
Publication Year
2023
Publisher
De Gruyter
City
Berlin
Page/Pages
p. 55-160
Series
Studies on Modern Orient, 38
DOI
https://doi.org/10.1515/9783110741100-006
ISBN
978-3-11-074110-0
Status
Published Version; reviewed
Licence
Creative Commons - Attribution-Noncommercial-No Derivative Works 4.0