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The role of place branding and image in the development of sectoral clusters: The case of Dubai

Author

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  • Khalid Hafeez
  • Pantea Foroudi

    (Marketing, Branding, The Business School, Middlesex University London)

  • Keith Dinnie
  • Bang Nguyen
  • Sanjai K Parahoo

Abstract

This article contextualizes how place branding and image influence the development of Dubai’s key sectoral clusters, including the key determinants of growth and success under the impression of Porter’s cluster theory. The approach is exploratory and of a qualitative inductive nature. Data was collected through conducting 21 semi-structured interviews with Dubai’s marketing/communication managers and stakeholders. Findings suggest that Dubai’s traditional clusters, namely, trading, tourism and logistics that have strong place branding and image show strong signs of success owing to Dubai’s geographical location (that is, physical conditions). Among the new clusters, the financial sector is also benefitting from place branding. The results suggest that the success of traditional clusters have a positive spillover effect on the new clusters, in particular on construction and real estate. For policymakers it is worth to note that the recent success of the financial services cluster in Dubai will have positive impact on both, the traditional as well new clusters. The marketing and brand communication managers must consider the correlation and interplay of strength of activities amongst trading, tourism and logistics clusters and its implication while undertaking place branding for clients in their sector.

Suggested Citation

  • Khalid Hafeez & Pantea Foroudi & Keith Dinnie & Bang Nguyen & Sanjai K Parahoo, 2016. "The role of place branding and image in the development of sectoral clusters: The case of Dubai," Journal of Brand Management, Palgrave Macmillan, vol. 23(4), pages 383-402, July.
    • Handle: RePEc:pal:jobman:v:23:y:2016:i:4:d:10.1057_bm.2016.18
    DOI: 10.1057/bm.2016.18
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    Cited by:

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    2. Harith Yas & Abbas Mardani & Yas Kh. Albayati & Shamma Essa Lootah & Dalia Streimikiene, 2020. "The Positive Role of the Tourism Industry for Dubai City in the United Arab Emirates," Contemporary Economics, University of Economics and Human Sciences in Warsaw., vol. 14(4), December.
    3. Yasser Al-Saleh, 2018. "Crystallising the Dubai model of cluster-based development," Place Branding and Public Diplomacy, Palgrave Macmillan, vol. 14(4), pages 305-317, November.
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