Brand Dubai. Towards developing an integrative framework for multifceted branding and strategic positioning of emerging destinations

      Аннотация: This book explores destination branding while stressing the need for an integrative approach through the examination of the cases of Dubai and Abu-Dhabi. Additionally, these cities’ strategic positioning will be contrasted in order to gain more insights on how the integrative approach in city branding can be done through the use of different yet complementary elements of strategic positioning. This research demonstrates that while the achievements realized so far in branding Dubai have constituted a valuable asset for the whole region, the developments emerging from the recent financial crisis have shown that there is a need to streamline all the aspects of destination branding into a comprehensive framework that would constitute a ‘safety net’ against unpredictable shocks. The conclusions drawn in this book are of a high value for governmental bodies in charge of the development of the concerned cities and also other emerging destinations with a valuable guideline for branding their cities in a way that enables them to anticipate and manage uncertainties proactively.

Ключевые слова: Branding, place branding, United Arab Emirates, dubai, Strategic communication, tourism marketing, MENA Region, GCC countries