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

Edited by: Steffen Wippel

Language: English

Published/Copyright: 2023

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This book is in the series

Volume 38 | Studies on Modern Orient

About this book

Open Access

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.

Author / Editor information

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

Topics

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

Publishing information

Pages and Images/Illustrations in book

eBook published on:

October 4, 2023

eBook ISBN:

9783110741100

Hardcover published on:

October 4, 2023

Hardcover ISBN:

9783110740622

Pages and Images/Illustrations in book

Front matter:

16

Main content:

660

Illustrations:

7

Coloured Illustrations:

87

Tables:

9

https://doi.org/10.1515/9783110741100

eBook ISBN: 9783110741100

Hardcover ISBN: 9783110740622

Keywords for this book

Middle East; North Africa; Branding; Image building

Audience(s) for this book

Scholars and students in Middle Eastern and Islamic studies, geography, economics, political science, media and urban studies

Creative Commons

BY-NC-ND 4.0

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Branding the Middle East

Overview

About this book

Author / Editor information

Topics

Table of contents

Bibliographic data