Badre city branding - dubai

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Badre city branding - dubai

  1. 1. Nation Branding & Cultural Diplomacy City Branding:Image & Reputation Analysis of Dubai* Abdeslam Badre
  2. 2. Outline• The Middle East: A regional Profile• Dubai in the Middle East• Dubai’s Brand Image• Dubai’s Branding Strategies• Dubai’s Regional Competitors• Challenges Facing Dubai’s Brand
  3. 3. The Middle East: A regional Profile1 Bahrain3 Palestine4 Jordan5 Kuwait6 Lebanon7 Qatar8 UAE
  4. 4. Stereotyping the ME• War• Terrorism• Islam• Dictatorship• Conflicts• Oppressions• Oil
  5. 5. The Missing Image in the ME• Home to The First Civilizations in the World• Home of the World First Documented City• During Centuries, being a center of development and innovation• Home of the largest Oil Reserves worldwide• Cradle of the World three Monolithic Religions
  6. 6. Dubai in the Middle East
  7. 7. Dubai is the best Example of a City Brand that has established itself in a very short time.
  8. 8. Dubai: then & Now
  9. 9. Dubai’s Dubai’s Brand Image• Dubai focuses on creating an image of: • Luxury • Prestige • Modernity • Regional Hub for investments
  10. 10. Dubai’s Branding Strategies It is based on:• High profile Promotion• Quality Service• Luxuries Infra-Structures• Logistics• Diversifying its resources
  11. 11. Dubai’s Regional Competitors 1. Qatar 2. Bahrain 3. AbouDhbi
  12. 12. Challenges Facing Dubai’s Brand• Economic Crisis• Regional Competition• Regional Malaise• Scarcity of Resources• Dichotomy of Modernity & Tradition• Public vs. Private Sectors• Human Rights of Labors
  13. 13. Reference• Robert Govrs, Oct. 2011. Brand Dubai and Its Competiters In the ME: An Image and Reputation Analysis. Place Branding and Cultural Diplomacy• http://3.bp.blogspot.com/- GMTtlEeNPOA/T7t_NRU9SwI/AAAAAAAAAcY/fEKI 9Bsxh0Y/s1600/GCC+flags.jpg• http://www.lonelyplanet.com/maps/middle- east/united-arab-emirates/dubai/• http://www.google.de/imgres?imgurl=http
  14. 14. THANK YOU!

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