The document discusses Dubai's brand image and branding strategies. It outlines how Dubai has established itself as a regional hub through promoting luxury, prestige, modernity, and quality infrastructure and services. However, Dubai faces challenges from regional competition and maintaining its brand image given economic pressures and tensions between modernization and tradition. The document provides context on Dubai within the United Arab Emirates and Middle East regions.

1. Nation Branding & Cultural Diplomacy
City Branding:
Image & Reputation Analysis of Dubai*
Abdeslam Badre

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. The Middle East: A regional Profile
1 Bahrain
3 Palestine
4 Jordan
5 Kuwait
6 Lebanon
7 Qatar
8 UAE

4. Stereotyping the ME
• War
• Terrorism
• Islam
• Dictatorship
• Conflicts
• Oppressions
• Oil

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

7. Dubai in the Middle
East

8. Dubai is the best Example of
a City Brand that has
established itself in a very
short time.

9. Dubai: then & Now

10. Dubai’s Dubai’s Brand
Image
• Dubai focuses on creating an image of:
• Luxury
• Prestige
• Modernity
• Regional Hub for investments

11. Dubai’s Branding
Strategies
It is based on:
• High profile Promotion
• Quality Service
• Luxuries Infra-Structures
• Logistics
• Diversifying its resources

13. Dubai’s Regional
Competitors
1. Qatar
2. Bahrain
3. AbouDhbi

14. 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

15. 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

16. THANK YOU!