TY - CHAP
T1 - Nation Branding as a Strategic Approach for Emerging Economies
T2 - The Case of UAE
AU - Ahmed, Gouher
AU - Abudaqa, Anas
AU - Jayachandran, C.
AU - Limbu, Yam
AU - Alzahmi, Rashed
N1 - Publisher Copyright:
© The Author(s), under exclusive license to Springer Nature Switzerland AG 2022.
PY - 2022
Y1 - 2022
N2 - A nation can be accepted as a brand and can be viewed as a compound of both historical and contemporary associations with a set of beliefs, customs, traditions, and various economic dynamics. Although there is a growing interest by the researchers and policymakers regarding nation branding (NB), the concept remains complex and challenging to define and achieve. This chapter provides a theoretical contribution to the field of NB, covering a general perspective through Anholt-GfK nation brand’s hexagon and its implication, with some examples of nation brand character in different economies. Additionally, the chapter discusses the relevance, scope, and evolution of nation branding in the United Arab Emirates (UAE) while observing the title of Vision 2021 and its core components. Finally, practical insight is provided for emerging economies interested in enhancing their country image, like UAE.
AB - A nation can be accepted as a brand and can be viewed as a compound of both historical and contemporary associations with a set of beliefs, customs, traditions, and various economic dynamics. Although there is a growing interest by the researchers and policymakers regarding nation branding (NB), the concept remains complex and challenging to define and achieve. This chapter provides a theoretical contribution to the field of NB, covering a general perspective through Anholt-GfK nation brand’s hexagon and its implication, with some examples of nation brand character in different economies. Additionally, the chapter discusses the relevance, scope, and evolution of nation branding in the United Arab Emirates (UAE) while observing the title of Vision 2021 and its core components. Finally, practical insight is provided for emerging economies interested in enhancing their country image, like UAE.
KW - Competitive knowledge economy
KW - Nation branding
KW - Sustainable environment
UR - http://www.scopus.com/inward/record.url?scp=85136802266&partnerID=8YFLogxK
U2 - 10.1007/978-3-030-88678-3_3
DO - 10.1007/978-3-030-88678-3_3
M3 - Chapter
AN - SCOPUS:85136802266
T3 - Palgrave Studies of Marketing in Emerging Economies
SP - 41
EP - 57
BT - Palgrave Studies of Marketing in Emerging Economies
PB - Palgrave Macmillan
ER -