Branding the Middle East: Communication Strategies and Image Building from Qom to Casablanca - Studies on Modern Orient - Steffen Wippel - Books - De Gruyter - 9783110740622 - October 4, 2023
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Steffen Wippel
Branding the Middle East: Communication Strategies and Image Building from Qom to Casablanca - 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.
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Media Books     Hardcover Book   (Book with hard spine and cover)
Released October 4, 2023
ISBN13 9783110740622
Publishers De Gruyter
Pages 676
Dimensions 150 × 220 × 20 mm   ·   1.11 kg
Language English  
Editor Wippel, Steffen

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