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

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Branding the Middle East

Communication Strategies and Image Building from Qom to Casablanca

Herausgegeben von: Steffen Wippel

Sprache: Englisch

Veröffentlicht/Copyright: 2023

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Dieses Buch ist Teil der Reihe

Band 38 | Studies on Modern Orient

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This edited volume investigates place, product, and personal branding in the Middle East and North Africa, including some studies from adjacent regions and the wider Islamicate world. Going beyond simply presenting logos and slogans, it critically analyses processes of strategic communication and image building under general conditions of globalisation, neoliberalisation, and postmodernisation and, in a regional perspective, of lasting authoritarian rule and increased endeavours for “worlding.” In particular, it looks at the multiple actors involved in branding activities, their interests and motives, and investigates tools, channels, and forms of branding. A major interest exists in the entanglements of different spatial scales and in the (in)consistencies of communication measures. Attention is paid to reconfigurations of certain images over time and to the positioning of objects of branding in time and space. Historical case studies supplement the focus on contemporary branding efforts. While branding in the Western world and many emerging economies has been meticulously analysed, this edited volume fills an important gap in the research on MENA countries.

Information zu Autoren / Herausgebern

Steffen Wippel, Merian Centre for Advanced Studies in the Maghreb, Tunis, Tunesien / Philipps-Universität Marburg.

Fachgebiete

Frontmatter Öffentlich zugänglich PDF downloaden	i
Branding a Seafaring Nation: The Sailing Ship Monument on Al Wazarat Roundabout in Muscat, Oman Steffen Wippel Öffentlich zugänglich PDF downloaden	v
Acknowledgements Öffentlich zugänglich PDF downloaden	vii
Table of Contents Öffentlich zugänglich PDF downloaden	ix
Abbreviations Öffentlich zugänglich PDF downloaden	xiii
Part I: Introduction
Introduction: A Thoroughly Branded, but Little-Known Middle East Steffen Wippel Open Access PDF downloaden	1
Branding as a Global Phenomenon: From Theory to Practice and Vice Versa Steffen Wippel Open Access PDF downloaden	7
Branding the Middle East: A Review of Regional Manifestations of a Global Phenomenon Steffen Wippel Open Access PDF downloaden	55
Studying Branding in the Middle East in Challenging Times: Outline of the Edited Volume Steffen Wippel Open Access PDF downloaden	161
Part II: Consumption, Culture and Lifestyle
Milk Nationalism: Branding Dairy and the State in the Arabian Peninsula Natalie Koch Open Access PDF downloaden	185
Branding Chinese Green Tea in Mali Ute Röschenthaler Open Access PDF downloaden	205
Selling Alcohol to the Muslims? Making Byrrh a Brand in the Colonial Maghreb Nina Salouâ Studer Open Access PDF downloaden	215
Branding Wine in Morocco: New Efforts to Qualify a Contested Commodity Steffen Wippel Open Access PDF downloaden	227
From City to Society: Alcohol Advertising in Lebanon Marie Bonte Open Access PDF downloaden	233
False Fakes, Fictitious Fashion, and the Liberation of Logos: On the Islamisation of International Brands Alina Kokoschka Open Access PDF downloaden	239
Dubai Gold and Diamonds: Tracing Dubai’s Influence on the South Indian State of Kerala Sophie-Therese Trenka-Dalton Open Access PDF downloaden	251
The Branding of Dubai as the Capital of the Islamic Economy Heiko Schuss Open Access PDF downloaden	263
Islamic Ideals, the Concept of Love, and Processes of Individualisation: Muṣṭafā Ḥusnī’s Writings and his Spiritual Brand Lisa Maria Franke Open Access PDF downloaden	275
Queer Brands, Branding Queerness: Fractal Orientalism and Selling Gay-Friendly Beirut Ghassan Moussawi Open Access PDF downloaden	291
Part III: State Branding
Sinan’s Iconic Practices: Staging Early Modern Ottoman Architecture and Power Philip Geisler Open Access PDF downloaden	303
Branding the United Arab Emirates as Nation Building? Constructing Unity versus Acknowledging Diversity Moritz A. Mihatsch und Richard Gauvain Open Access PDF downloaden	323
Branding and Spatial Planning in Oman: A Neoliberal Turning Point in Politics? Thibaut Klinger Open Access PDF downloaden	341
Egypt With or Without Islam: The Work Behind Glossy Tourism Advertisements Karin Ahlberg Open Access PDF downloaden	361
Mobile Images: Stamps as Branding Tools in the Gulf States Laura Hindelang Open Access PDF downloaden	377
Greening the Desert: Emirati Youth’s Perceptions of Green Branding Gergana Alzeer und Tilde Rosmer Open Access PDF downloaden	383
Branding Gibraltar: British, Mediterranean, European, or a Bridge between Two Worlds? Dieter Haller Open Access PDF downloaden	401
Part IV: City Branding
City Branding and Residents’ Perception: The Case of Casablanca Dounia Sedra und Hicham El Bayed Open Access PDF downloaden	419
The Multilevel Branding of Tangier at Spatial and Temporal Interfaces Steffen Wippel Open Access PDF downloaden	429
Constructing Legitimacy through Pro-poor Housing? Branding Cities in Egypt and Morocco as “Slum-free” Raffael Beier und Hassan Elmouelhi Open Access PDF downloaden	459
The Power of the Speculative Image: On Branding Desert Developments and Selling Cairo’s Urban Future Khaled Adham Open Access PDF downloaden	479
Branding Backlash: The Erring of Urban Advertising in Gulf Cities Roman Stadnicki Open Access PDF downloaden	497
Qom to Tehran and Back, Express: Branding a “Suburb”? Kamaluddin Duaei Open Access PDF downloaden	517
Who is Branding Beyoğ lu? Commodification and Surveillance of Public Space in Istanbul Pekka Tuominen Open Access PDF downloaden	521
Part V: Place Branding
Place Branding as a Political Act: Approaching Saudi Arabia’s NEOM beyond its Shiny Façade Hend Aly Open Access PDF downloaden	543
Two Politicians and a Shrine: Competing Personal Brands around Eyüpsultan in Istanbul Annegret Roelcke Open Access PDF downloaden	561
Who Labels the Camp? Claiming Ownership through Visibility in Jordan Melissa Gatter Open Access PDF downloaden	567
Branding the Middle East in the Diaspora: Names of Mosques in Denmark Helle Lykke Nielsen Open Access PDF downloaden	585
Showcasing Tulips in Istanbul Birgit Krawietz Open Access PDF downloaden	601
Architecture and the Myth of Immaculate Form in Dubai Philip Geisler Open Access PDF downloaden	623
List of Contributors Open Access PDF downloaden	637
Index Open Access PDF downloaden	643

Informationen zur Veröffentlichung

Seiten und Bilder/Illustrationen im Buch

eBook veröffentlicht am:

4. Oktober 2023

eBook ISBN:

9783110741100

Gebunden veröffentlicht am:

4. Oktober 2023

Gebunden ISBN:

9783110740622

Seiten und Bilder/Illustrationen im Buch

Frontmatter:

16

Inhalt:

660

Abbildungen:

7

Farbige Abbildungen:

87

Tabellen:

9

https://doi.org/10.1515/9783110741100

eBook ISBN: 9783110741100

Gebunden ISBN: 9783110740622

Schlagwörter für dieses Buch

Regionalforschung; Globalisierung; MENA; Naher Osten

Zielgruppe(n) für dieses Buch

Historiker/-innen, Islamwissenschaftler/-innen, Wissenschaftler/-innen für Nah- und Mittelost-Studien

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BY-NC-ND 4.0

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