Nation Branding and Competitive Identity: United Arab Emirates and Qatar
Marketing is an essential part of economic growth for a country, particularly through tourism and trade. Nation branding seeks out a unique, favorable identity for a country that will make it attractive. Intercultural exchanges are used to inform the development of a national brand. In turn, a nation’s brand, if strong, can develop a strong competitive identity. (Roy 2007, p.569) This paper considers nation branding and competitive identity in theUnited Arab EmiratesandQatar.
The UAE has developed a nation brand that aims to portray the UAE as a “contemporary and vibrant country.” In doing so, the UAE is portrayed as a nation of patriotic, united citizens, an economically competitive and stable country, a major regional tourist attraction, and a nation that is influential and respected globally. (Prime Minister of the UAE 2010) This nation brand would improve the image of the UAE in several respects. First, it would attract tourism income. Second, it would attract investment income if there was faith in its economy. Third, it would command respect as an international influence with internal peace and happy citizens.
Qatar, who won the bid for the 2022 World Cup, is still developing a brand. AsQatarstarts to draw international attention, its brand will be able to translate the attention into a lasting competitive identity. The development of the national brand will portrayQataras a destination for learning, education, and sporting excellence. Cultural icons can also contribute to the tourism aspect of the national brand. (Ryman 2010, p.5)Qatarhas a chance to launch a national brand and gain a large impact. However, it needs to ensure that it seeks out many of the economically and politically beneficial items as the UAE has done, while remaining unique. With a national brand, both countries can position themselves as attractive Middle Eastern nations without being lumped together.
References
Prime Minister of the United Arab Emirates, 2010. UAE Nation Brand Brief [online] Available at: <http://uaepm.ae/nationbrand/en/UaeBrandBrief.aspx> [Accessed 18 March 2012].
Roy, I.S., 2007, Worlds Apart: nation-branding on the National Geographic Channel, Media, Culture, & Society [e-journal] 29(4) Available through: SAGE Journals.
Ryman, A., Does QatarNeed a Country Brand?, Grow, [online] Available at: <http://www.growqatar.com/admin/pdf/80fc63ce87b551b02c8ec1652b66f17b.pdf >
Public and Cultural Diplomacy 5 
http://www.cbsnews.com/video/watch/?id=7395216n&tag=mncol;lst;8
Thank you for your thoughts on this subject. Most of the literature on nation branding tends to focus on developed states in the West, so it is good to learn what is going on in other parts of the world. What do you think the key differences are when it comes to small but wealthy states in the region you have written about, not least the absence of democracy and certain civil liberties in these states? Do those factors pose major hurdles to the articulation of successful brands, or will simply flaunting the wealth and opulence, based on cheap foreign labour, do the trick? When you come to revise this brief entry on the blog for inclusion in your seminar log, it would be good if you could expand it by deepening your analysis of such potential contradictions.