Nation branding : a case of the United Arab Emirates /

This case offers insight into how a country can manage and sustain its international image. Through an assessment of the United Arab Emirates' (UAE) economic, business, and social environment, we discover inherent challenges that can be ameliorated through nation branding. The case study then p...

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Bibliographic Details
Main Author:	Ojo, Sanya, 1960- (Author)
Format:	eBook
Language:	English
Published:	London : SAGE Publications: SAGE Business Cases Originals, 2019.
Series:	SAGE Knowledge. Cases.
Subjects:	Branding (Marketing) > United Arab Emirates > Case studies. Foreign trade promotion > United Arab Emirates > Case studies. Tourism > United Arab Emirates > Case studies. Place marketing > United Arab Emirates > Case studies. National characteristics, Arab > Case studies. Stratégie de marque > Émirats arabes unis > Études de cas. Commerce international > Promotion > Émirats arabes unis > Études de cas. Arabes > Études de cas. Branding (Marketing) Foreign trade promotion National characteristics, Arab Place marketing Tourism United Arab Emirates Electronic books. Case studies Case studies. Études de cas.
Online Access:	Connect to the full text of this electronic book

Description
Summary:	This case offers insight into how a country can manage and sustain its international image. Through an assessment of the United Arab Emirates' (UAE) economic, business, and social environment, we discover inherent challenges that can be ameliorated through nation branding. The case study then presents a marketing model and associated practices for creating a nation-brand strategy for the UAE. The objective is to formulate recommendations to enhance the country's brand image and positioning in order to attract sustainable trade, tourism, and investments.
Physical Description:	1 online resource.
Bibliography:	Includes bibliographical references and index.
ISBN:	9781526459886 1526459884