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!