Nation Branding and its Potential for Differentiation in Regional Politics: The Case of the United Arab Emirates and Qatar

Simon Anholt, who fathered the concept of nation branding, values the nation brand as the most important resource of a state as it contributes to obtaining a competitive advantage and a consolidated position in the international marketplace. This paper pinpoints how Anholt’s paradigm for nation branding applies in the case study of two Middle Eastern countries: the United Arab Emirates (UAE) and Qatar and its benefits for this regional context. The Middle Eastern countries operate less with the nation branding concepts when compared with the Western world. However, the UAE and Qatar used nation branding techniques quite savvy, Anholt’s model internalization being relevant. As of today, the UAE represents Middle East’s most powerful brand, while one of its main cities- Dubai- has gained a reputation for its cosmopolitan vibe, whereas Doha of Qatar is consolidating its fame on the international sports circuit. Overall, the Gulf Cooperation Council (GCC) bloc - a region of great wealth positioned between the Persian Gulf and the Arabian Peninsula- has become acquainted with the advantages of nation branding. Despite the fact that these countries did not target creating a nation brand per se, they took measures for economic development that resulted in nation branding and regional differentiation. In the recent years, Qatar and the UAE have developed strategies for branding attractions that help in distinguishing themselves from their neighbors. The study uses Anholt’s conceptual framework for assessing the two countries in their different development stages and from a comparative viewpoint, identifying both communalities and differentiating strategies while developing nation brands. The conclusion is that nation branding can be particularly beneficial to nations from emerging economies and that the GCC specifically can benefit from this process

Employing nation branding in the Middle East - United Arab Emirates (UAE) and Qatar

Branding represents the instrument through which an entity communicates and identifies itself in the consumer’s perception. National branding is a similar mean employed at country level. Nation branding is crucial in order to attract investment, boost exports and attract tourists and talented workforce. Nation branding stands between public diplomacy and economic benefits. An adequate policy of Nation Branding-based on a positive, credible and economically reliable image- can be able to extend the range of potential customers and of potential investors. With the aim of better understanding the new challenges, opportunities and threats existent in a globalized economy, the paper evaluates nation branding in the context of UAE and Qatar. The paper examines nation-branding as a driver for boosting the economy, taking into account that clichés and stereotypes (especially in the context of the Middle East) can influence our perception towards one country or another. The analysis explores the strategy adopted in order that Dubai becomes the flagship-brand of the UAE. Abu Dhabi complements this strategy, driving UAE to the position of the most valuable brand in the Middle East. The paper further enquires the case of Qatar and compares it with the branding process of the UAE. Qatar has established various branding resources such as the Al Jazeera news network, international sport events and several cultural and educational exchange programs with international profile. The UAE strives to become an influencer in the global economy, overriding its dependence on hydrocarbon reserves. Qatar is richer in hydrocarbon reserves than the UAE; nevertheless, it shares the interest of detaching itself from the rentier economy. The study explores the fact that from 2014-onwards the global oil economy was hit hard, as the price of the oil barrel is at an historic low, thus it has become stringent for the Persian Gulf countries to diversify the revenue sources. As a result, their branding strategy has become even more salient. The processes employed for establishing nation-brands in the Gulf are noteworthy and constitute the focal point of the paper