By Shehaan Sahni

Abstract

This paper explores the evolution and impact of nation branding, with a focus on the United Arab Emirates (UAE) and its flagship emirate, Dubai. Dubai’s strategic positioning as a global leader in various sectors underscores the significance of nation branding in today’s interconnected world. Despite Abu Dhabi’s dominance in oil resources, Dubai’s diverse economic base has propelled it to the forefront of global commerce and tourism. The evolution of branding of Dubai has been posited and analysed, focusing upon the foundations of Dubai’s brand. Furthermore, the city’s modern branding strategies, exemplified by iconic infrastructure and multinational corporate presence, have also been explored. Strategies such as the transition of the Expo 2020 to District 2020 reflect its commitment to innovation and sustainability.

Introduction

Nation branding is a strategy of old that finds massive relevance in today’s modern society, which is marked by globalisation, interconnectedness, and fierce global competition. The concept of nation branding doesn’t only include diverse marketing schemes that entail the essence of the country, but it also projects to the world a values-based platform that represents a country’s identity, intent, and belief system, that guides its decisions and actions. It is an integral part of a country’s public diplomacy which helps in reaching out and forming connections with the citizens of other countries, helping create a positive image of the country abroad. In that endeavour, it formulates trust and goodwill and consequently propagates fortified bilateral and multilateral relations. Through the creation of this positive image, the country is able to attract investments, recruit talent, bolster tourism, and increase diplomatic clout. In an effort to set its unique identity on the global stage, the United Arab Emirates stands as a compelling case study in the realm of .nation branding, particularly exemplified by the Emirate of Dubai.

Evolution of Branding in Dubai

Being hailed as the Middle East’s most valuable country brand, the UAE has adapted and has been evolving its nation brand to emerge as a global leader in the realms of tourism, business, finance, innovativeness, technology, and media. It has consistently promoted itself as a global financial getaway ever since its inception in 1971. However, within the UAE, it is not the largest emirate, Abu Dhabi, that accounts for the most lucrative nation brand, despite the fact that the majority of the UAE’s oil resources remain there. Dubai brand value contributes significantly more to the UAE than any other emirate, despite 95% of its Gross Domestic Product not being oil based. Due to the lack of oil resources in Dubai and its need for depending upon other sources for building its brand, its motivations and ambitions for building a robust brand are dramatically higher than most states. 

Dubai has found its footing within the resource rich Gulf with relatively scarce resources through a comprehensive planning and investment structure. The policy makers in Dubai recognised the need to diverge from dependency upon oil revenues and the inherent need for diversifying its modes of income. The region’s oil resources were identified to be so scarce back in the 1980s that it was projected that they would only last another 20 or so years. Hence started a process that transformed Dubai from being a mere desert village into a state-of-the-art metropolitan city.

Plans were formulated for major economic diversification with luxury tourism in the centre, aiming for Dubai to become the flagship city of the UAE. The main components that bolstered the Dubai brand was the availability of accessible bleeding-edge modern technology in a relatively small place that boasted a regal Arab ambience. Dubai’s early branding efforts were centred around showcasing its strategic location, modern infrastructure, and business-friendly environment. The Jebel Ali Port, constructed in the late 1970s in order to support Port Rashid, was instrumental in enhancing Dubai’s global connectivity. The foundation for the port was the recognition that Dubai’s strategic positioning at the nexus of East-West trade routes would render it a pivotal junction poised for transformative growth. Today, The Jebel Ali Port stands as the largest man-made harbour in the world that is even visible through space and boasts itself to be the 9^th busiest port in the world, the busiest in the Middle East, and likely to become the biggest container port in the world by 2030. The construction of the port also marked the establishment of the first big “free zone” in Dubai wherein foreign firms can operate without a local partner and lower taxes than in the rest of the emirate, with full ownership of their companies. Modern day UAE offers over 40 multidisciplinary free zones with 26 of them being located in Dubai.

To further improve connectivity to the rest of the world, Dubai’s Emirates airline was established in 1985. Today, it exemplifies the success of Dubai’s branding and is even a major sponsor to many leading sport teams and organisations such as the governing body of Cricket Australia and the football team of Arsenal. Moreover, luxury has always been at the forefront of Dubai’s brand. This had been exemplified by the inauguration of the luxurious hotel Burj Al Arab in 1999, one of the tallest hotels in the world today. Furthermore, the iconic Dubai Shopping Festival, inaugurated in 1996, played a pivotal role in positioning the emirate as a premier shopping destination and leisure hub. The inauguration of the festival saw the opening of two malls, giveaways of 121 Lexus cars, and the circulation of 43 kg of gold bars.

Dubai’s Modern Branding

Today, Dubai attracts investors from all across the world due to its relatively low logistical and operational costs, modern infrastructure, and liberal governmental policies. The brand and the allure of Dubai has been characterised by mega construction projects that facilitate leisure and entertainment, while providing the most luxurious experience with a unique Arabic twist. The Burj Khalifa, standing as the tallest building in the world, finds its home in Dubai and is a major attraction that has millions visiting it every day. the Palm Jumeirah, an artificial archipelago, also serves as a tangible expression of Dubai’s ambition, innovation, and prosperity. Furthermore, Dubai’s mega-construction projects include Legoland Dubai, the world’s largest artificial ski resort, a safari, opera house, three artificial islands, and a replica of the Taj Mahal. These architectural landmarks are powerful symbols of Dubai’s transformation from a desert village to a global metropolis.

Furthermore, Dubai’s prominent global presence is exemplified by the significant influx of leading multinational corporations establishing offices within Dubai’s Internet City and Dubai Media City. Among the notable technology firms that have chosen to set up operations in these hubs are EMC Corporation, Microsoft, Hewlett-Packard, Dell, Oracle Corporation, and IBM. Similarly, prominent media organizations including BBC, MBC, CNN, Reuters, and Sky News have also opted to establish their regional bases in Dubai.

Today, Dubai boasts a rich heritage of hospitality spanning centuries, a tradition the city takes pride in as it positions itself as a premier global tourism destination and commercial hub. The government’s overarching strategy aims to solidify Dubai’s status as the preeminent choice for travellers and businesses alike, bolstering the emirate’s economy and reducing reliance on oil revenues. Emphasising its multifaceted offerings, Dubai presents a unique blend of top-tier facilities meeting international standards alongside the allure and excitement of Arabian charm. Moreover, Dubai is renowned for its commitment to providing tourists with a welcoming, secure, and largely crime-free environment, further enhancing its appeal as a travel destination.

In pursuit of its strategic objectives, Dubai had crafted a comprehensive vision spanning the years 2010 to 2020, with a primary focus on increasing tourist arrivals to diversify the economy away from oil dependency, with plans of welcoming over 20 million visitors per year, tripling the contribution made by tourism to the city. The Dubai municipality’s branding vision aligns with this strategic agenda, aiming to position the city as an epitome of excellence and a beacon of success and comfort living. Moreover, Dubai seeks to assert itself as a foremost commercial, residential, exhibition, and convention centre not only in the Middle East but also in adjacent regions, reflecting its aspirations for regional leadership and global prominence.

Dubai World Expo 2020, though delayed due to the events of the Covid-19 pandemic, saw over 20 million visitors from 178 countries over a span of 6 months. 192 participating countries exchanged new ideas and perspectives under Expo 2020’s theme, “Connecting Minds, Creating the Future.” Expo 2020 broadened participants’ horizons while incubating solutions to create a better world for everyone, everywhere. For the first time in World Expo history, every country had its own pavilion to share the best of their cultures, innovation and human progress. The Expo 2020 also served as a platform for expanding the perspectives of participants while nurturing innovative solutions aimed at fostering global progress and inclusivity across diverse geographical and societal contexts. Fostering a strong commitment to sustainability, the Dubai Expo also implemented innovative practices and solution.  Over 80 percent of Expo 2020’s infrastructure is designed for long-term use, transitioning seamlessly into District 2020, a human-centric smart city. District 2020 will serve as a testament to Expo 2020’s legacy of innovation, hosting a multitude of start-ups and small businesses from nearly 30 countries, thus perpetuating Expo 2020’s spirit of entrepreneurship and global collaboration.

Conclusion

Dubai successfully exemplifies the profound impact of nation branding in shaping the trajectory of a nation on the global stage. Its strategic evolution from a desert village to a dynamic metropolis showcases the transformative power of branding in fostering economic diversification and global recognition. With the help of proactive planning and visionary leadership, Dubai has established itself as a bulwark of modernity and opulence in today’s society. It has single handedly skyrocketed the brand of the UAE and has become one of the most desired places to live on the earth. Embracing diversity as a strength, Dubai has capitalised on its multicultural workforce, with most of them being expatriates. As a result, it can be asserted that in the contemporary landscape, Dubai stands as a testament to the efficacy of strategic branding efforts in achieving enduring success and recognition on a global scale.

Author’s Bio

Shehaan Sahni is a student pursuing B.A (Hons.) Diplomacy and Foreign Policy at the Jindal School of International Affairs. He has a zealous interest in Japan, peace and conflict studies, and international relations.

Image Source: https://www.visitdubai.com/en