Branding the Middle East : Communication Strategies and Image Building from Qom to Casablanca

Branding the Middle East Communication Strategies and Image Building from Qom to Casablanca

This volume explores the concept of branding in the Middle East, focusing on communication strategies and image building from Qom to Casablanca. Edited by Steffen Wippel, the book examines how branding is used to promote national identity, cultural heritage, and economic development in the region. I...

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Bibliographic Details
Main Author: Wippel, Steffen (-)
Other Authors: Adham, Khaled, contributor (contributor), Ahlberg, Karin, contributor (editor), Aly, Hend, contributor, Alzeer, Gergana, contributor, Bayed, Hicham El, contributor, Beier, Raffael, contributor, Bonte, Marie, contributor, Duaei, Kamaluddin, contributor, Elmouelhi, Hassan, contributor, Franke, Lisa Maria, contributor, Gatter, Melissa, contributor, Gauvain, Richard, contributor, Geisler, Philip, contributor, Haller, Dieter, contributor, Hindelang, Laura, contributor, Klinger, Thibaut, contributor, Koch, Natalie, contributor, Kokoschka, Alina, contributor, Krawietz, Birgit, contributor, Mihatsch, Moritz A., contributor, Moussawi, Ghassan, contributor, Nielsen, Helle Lykke, contributor, Roelcke, Annegret, contributor, Rosmer, Tilde, contributor, Röschenthaler, Ute, contributor, Schuss, Heiko, contributor, Sedra, Dounia, contributor, Stadnicki, Roman, contributor, Studer, Nina Salouâ, contributor, Trenka-Dalton, Sophie-Therese, contributor, Tuominen, Pekka, contributor, Wippel, Steffen, contributor, Wippel, Steffen, editor
Format: eBook
Language:Inglés
Published: Berlin/Boston : De Gruyter 2023.
Edition:1st ed
Series:Studies on Modern Orient Series
Subjects:
Branding (Marketing)
Middle East.
See on Biblioteca Universitat Ramon Llull:https://discovery.url.edu/permalink/34CSUC_URL/1im36ta/alma991009819439306719
Description
Summary:This volume explores the concept of branding in the Middle East, focusing on communication strategies and image building from Qom to Casablanca. Edited by Steffen Wippel, the book examines how branding is used to promote national identity, cultural heritage, and economic development in the region. It includes case studies on various branding efforts such as Oman’s maritime heritage, Dubai’s position as an Islamic economic hub, and the influence of international brands in Islamic contexts. The work is intended for scholars and practitioners interested in regional studies, marketing, and cultural identity, providing insights into the challenges and strategies of branding in a complex geopolitical landscape.
Physical Description:1 online resource (676 pages)
Issued also in print
ISBN:9783110741100

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