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Studying Branding in the Middle East in Challenging Times: Outline of the Edited Volume
[Sammelwerksbeitrag]
Dieser Sammelwerksbeitrag gehört zu folgendem Sammelwerk:
Branding the Middle East: Communication Strategies and Image Building from Qom to Casablanca
Abstract This edited volume investigates branding in the Middle East and North Africa (MENA), including some studies from adjacent regions and the wider Islamicate world. The book critically analyses processes of strategic communication and image building and covers three major objects of branding - consumer... mehr
This edited volume investigates branding in the Middle East and North Africa (MENA), including some studies from adjacent regions and the wider Islamicate world. The book critically analyses processes of strategic communication and image building and covers three major objects of branding - consumer brands, place brands, and personal brands - as the regional unfoldings of a global phenomenon. However, the main focus is on place branding - probably due to my own research focus and knowledge of colleagues, but also to a certain preference or fashion in the current research landscape. Often following the example of Dubai, project sites, cities, and nations are trying to enhance their public reputation by means ranging from creating novel architecture and organising attentiondrawing cultural and sport events to announcing strategic urban and national visions. "Green" and "sustainable2 branding has been added to this in recent years. While branding in the Western world and many emerging economies has been meticulously analysed, comprehensive investigations are still missing for the MENA region, except for some Gulf countries. Some of the existing literature, for example on urban branding or Islamic branding, is again very technical and application-oriented. This was the motivation behind compiling this volume, which fills important gaps in the research on branding in this part of the world.... weniger
Thesaurusschlagwörter
Nordafrika; arabische Länder; Nahost; Marketing; Image; Öffentlichkeitsarbeit; Werbung; Lebensweise; Lebensstil; Kommunikation; Marke
Klassifikation
Raumplanung und Regionalforschung
Marketing
Freie Schlagwörter
Golfstaaten; Außenpolitische Öffentlichkeitsarbeit; Kommunikationsstrategie
Titel Sammelwerk, Herausgeber- oder Konferenzband
Branding the Middle East: Communication Strategies and Image Building from Qom to Casablanca
Herausgeber
Wippel, Steffen
Sprache Dokument
Englisch
Publikationsjahr
2023
Verlag
De Gruyter
Erscheinungsort
Berlin
Seitenangabe
S. 161-181
Schriftenreihe
Studies on Modern Orient, 38
DOI
https://doi.org/10.1515/9783110741100-007
ISBN
978-3-11-074110-0
Status
Veröffentlichungsversion; begutachtet
Lizenz
Creative Commons - Namensnennung, Nicht kommerz., Keine Bearbeitung 4.0