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Emirate of Abu Dhabi Brand Marketing Strategy – Travelers Welcome

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  • Tuqa Mohamed AlOwais

Abstract

Throughout the past century, the United Arab Emirates’ leadership realized the significant importance of initiating novel and innovative strategies to market themselves and contribute in their successful position among the global network, thus their obligation was to employ both short and long term strategies that help in the process of successful promotion, insertion and enhanced situation in the foreign market. Highlighting Abu Dhabi as the capital of the United Arab Emirates, and distinguishing it from the rest of the country, Dubai in particular, was the crucial vision of Al Sheikh Zayed Al Nahayan. Where the collaborative emirate’s leadership had the potential to mark Abu Dhabi as “the global capital city” (Abu Dhabi Urban Planning Council, 2007). This research discusses place-branding and marketing of the emirate of Abu Dhabi, where the emirate’s brand marketing strategies relies on the desert, sea, heritage and the city as key elements towards placing the capital of the United Arab Emirates on the global map, in addition to improving the reputation of the middle east in general and Abu Dhabi in specific, through presenting two study cases- Masder City and Saadiyat Island, which are viewed as vivid examples of the emirate of Abu Dhabi brand marketing strategies implementation focus.

Suggested Citation

  • Tuqa Mohamed AlOwais, 2019. "Emirate of Abu Dhabi Brand Marketing Strategy – Travelers Welcome," Modern Applied Science, Canadian Center of Science and Education, vol. 13(8), pages 1-57, August.
    • Handle: RePEc:ibn:masjnl:v:13:y:2019:i:8:p:57
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    References listed on IDEAS

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    1. Olga Kolotouchkina & Gildo Seisdedos, 2018. "Place branding strategies in the context of new smart cities: Songdo IBD, Masdar and Skolkovo," Place Branding and Public Diplomacy, Palgrave Macmillan, vol. 14(2), pages 115-124, May.
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    More about this item

    JEL classification:

    • R00 - Urban, Rural, Regional, Real Estate, and Transportation Economics - - General - - - General
    • Z0 - Other Special Topics - - General

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