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Branding the Middle East: Communication Strategies and Image Building from Qom to Casablanca
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(ed.)
Abstract This edited volume investigates place, product, and personal branding in the Middle East and North Africa, including some studies from adjacent regions and the wider Islamicate world. Going beyond simply presenting logos and slogans, it critically analyses processes of strategic communication and im... view more
This edited volume investigates place, product, and personal branding in the Middle East and North Africa, including some studies from adjacent regions and the wider Islamicate world. Going beyond simply presenting logos and slogans, it critically analyses processes of strategic communication and image building under general conditions of globalisation, neoliberalisation, and postmodernisation and, in a regional perspective, of lasting authoritarian rule and increased endeavours for "worlding." In particular, it looks at the multiple actors involved in branding activities, their interests and motives, and investigates tools, channels, and forms of branding. A major interest exists in the entanglements of different spatial scales and in the (in)consistencies of communication measures. Attention is paid to reconfigurations of certain images over time and to the positioning of objects of branding in time and space. Historical case studies supplement the focus on contemporary branding efforts. While branding in the Western world and many emerging economies has been meticulously analysed, this edited volume fills an important gap in the research on MENA countries... view less
Keywords
North Africa; Arab countries; marketing; service; image; public relations work; international cultural policy; tourism policy; promotion; demand; advertising; way of life; mass culture; foreign policy; culture; Middle East; tertiary sector
Classification
Marketing
Area Development Planning, Regional Research
Political Process, Elections, Political Sociology, Political Culture
Free Keywords
Naher und Mittlerer Osten und Nordafrika; Image-Bildung; Förderung/Unterstützung; Nachfrage nach Gütern und Dienstleistungen; Lebensstil; Außenpolitische Öffentlichkeitsarbeit; Kulturvermittlung
Document language
English
Publication Year
2023
Publisher
De Gruyter
City
Berlin
Page/Pages
XVI, 660 p.
Series
Studies on Modern Orient, 38
DOI
https://doi.org/10.1515/9783110741100-004
ISBN
978-3-11-074110-0
Status
Published Version; reviewed
Licence
Creative Commons - Attribution-Noncommercial-No Derivative Works 4.0