African Journal of Business Management Vol. 5(12), pp. 4731-4745, 18 June, 2011 Available online at http://www.academicjournals.org/AJBM DOI: 10.5897/AJBM10.533 ISSN 1993-8233 ©2011 Academic Journals Full Length Research Paper From city branding to e-brands in developing countries: An approach to Qatar and Abu Dhabi Hanan Hazime Faculty of Economics, University of the Basque Country, Bilbao, Spain. E-mail: [email protected] Tel: +34 654966711. Accepted 3 December, 2010 The United Arab Emirates and Qatar both lack natural attractions, their system of governance is almost identical and their efforts at diversification are very similar. For this reasons, in order to compete with the rest of the world, the gulf countries are developing an assertive branding strategy focused on tourism targets, aviation, real estate and high class events and exhibitions in order to put their capitals (Abu-Dhabi and Doha) on the world tourism map. The key element in a successful branding strategy is not reflected by just the ambitious projects that Abu-Dhabi and Qatar are developing but it is, in fact, their image and their reputation that differentiate them from their neighbours. The focus of the present study is to shed light on the key factors featuring in the strategic branding of Abu Dhabi and Qatar by analysing their ways of practising branding as well as analysis of the leading news topics concerning Abu-Dhabi and Qatar in Google News for the year 2009. The aim of this work is to see whether these factors are sufficient for the creation of a distinctive brand. Key words: Place branding, Abu-Dhabi’s branding strategy, Qatar’s branding strategy, tourism, branding success, online branding. INTRODUCTION Competitiveness between regions is perhaps one of the obvious examples is Bilbao in Spain which has greatest remaining challenges of the globalization reinvented itself as a tourist destination after the collapse process facing countries nowadays. A world of of its economic base (Plaza, 2000). In Europe, imperfectly related, multiple problems in which commer- competition between major cities has increased over the cial exchange, financial flows, foreign investment and past decade and a city like Amsterdam finds itself com- innovation, form an essential part of the strategies which peting with Madrid and Barcelona for visitors, investors, have to be adopted by countries to promote economic talent and events (Gelder, 2008). Also countries such as growth and establish their position in an ever more global Australia, Canada, Japan, the United Kingdom, Spain, and competitive world. France, Italy, New Zealand, among others have managed Countries must, therefore, carry out projects and pro- to promote themselves. These countries have made the grams which promote and contribute to their successful most of their authenticity and their geographic diversity in introduction into the international network, not only based order to create an attractive national brand which upon internal policies, but also in the area of foreign po- transmits the essential characteristics of their culture, licy. Therefore, they are obliged to implement strategies their people, their production systems and their natural which contribute to the inclusion, promotion, and positio- resources but, most important of all, they have integrated ning of their attributes in the foreign markets. Certain these strategies as specific actions within the foreign kinds of places are more likely candidates for place bran- policy of the country. ding. Places that face intense and increasing competition The United Arab Emirates and Qatar both lack natural and complex development challenges, such as areas of attractions, their system of governance is almost identical urban expansion, regeneration and transformation and and their efforts at diversification are very similar. For this which are undergoing a crisis and therefore, need to reason, in order to compete with the rest of the world, the reinvent themselves. These places are candidates gulf countries are developing an assertive branding because they need to sharpen their compe-titiveness in strategy focused on tourism targets, aviation, real estate order to retain or improve their positions. One of the most and high class events and exhibitions in order to put their 4732 Afr. J. Bus. Manage. capitals (Abu-Dhabi and Doha) on the world tourism map. place branding may be considered as one of the strategic The purpose of the present study is to shed light on the and complementary actions which governments must key factors featuring in the strategic branding of Abu structure and manage; enabling them both to strengthen Dhabi and Qatar. The aim is to see whether these factors the productive sector and to promote the country and its are sufficient for the creation of a distinctive brand. The potential abroad. Despite governments playing an purpose of this document is to analyse the cases of Abu important role when it comes to deciding how to manage Dhabi and Qatar as models for the application of place the process, they rarely determine the final result. branding policies, and to study the importance of the Numerous cases have demonstrated that the decision is choice of the factors used for the projection of their influenced considerably by promotion agencies and the image. To this end the study will begin by describing the work of local authorities. And although important, it is origins of place branding, its characteristics and its worth pointing out that tourism alone will not solve a evolution. location’s problems. On the contrary, the country must An overview of place branding with regard to economic first sort out its own problems in order to them generates development follows, bearing in mind the key factors for tourism (Kotler and Gertner, 2002). the implementation of a successful branding strategy. At this point it is therefore important to define place Then the concept of brand imaging is explained accor- branding as a set of efforts by national, regional and city ding to experts in this field. The second section focuses governments, and by industry groups, aimed at marketing on a comparison between the branding strategies of Abu- the places and sectors they represent (Papadopoulos, Dhabi and Qatar through an analysis of their ways of 2004). Numerous research articles draw attention to the practising branding as well as analysis of the leading close relationship between branding and tourism news topics concerning Abu-Dhabi and Qatar in Google promotion, but a place brand is supported by the News for the year 2009. To finish a series of conclusions construction of a citizen composite, which not only is presented to reveal a clearer picture of the theme involves tourism, but also embraces economic and socio- presented in the main body of the document. political areas as well as the historical perspectives of the place (Gnoth, 2002; Papadopoulos and Heslop, 2002; van Ham, 2001; Olins, 2002). LITERATURE REVIEW Place branding is a group of initiatives with which to generate social and economic value through the The place branding phenomenon reputation and perception of a country, as well as being a tool for integration and projection. So why is place Countries, regions states and cities, have begun, just like branding so unique? Place branding enhances the large corporations, to rise to the challenge of expressing development of a region or a place not only in terms of themselves persuasively. However, many continue to leisure and tourism, but also in terms of attracting inward think that branding is simply a logo which changes with investments, enhancing the existing facilities for local each publicity campaign. As long as this is the case the residents, and welcoming new residents, employees and brand will not be strengthened nor reach its potential. A skilled migrants (Hankinson, 2004). Place brands provide definition of a brand was originally provided by the differentiation through propagation of logos, symbols and American Marketing Association as a name, a term, a strap-lines (Hankinson, 2001). They also provide a sign, a symbol, a design or a combination of all these competitive strategic vision not only for the city, but also which attempts to identify the goods or services of a for the region, or the whole country. Place marketing seller or a group of sellers with the aim of differentiating strategy should bridge the gap between what a place these from others in order to achieve greater compe- really is (identity), how it is perceived by foreigners titivity. Each country is unique, as are its circumstances (image) and how the place itself wishes to be seen from and its situation. Part of the capacity of branding is to be abroad (the desired image or reputation). If these ele- able to recognize when to best identify the specific needs ments fit together, place branding is the highest common of a country and how to choose a focus that responds denominator between the different pillars (economy, confidently to the challenges to be faced. education, infrastructure and culture) and the foundations The complexity of the brand concept has increased (citizens, entrepreneurs, authorities) which make up an throughout the centuries and has evolved towards the area (Hospers, 2004). concept of place branding which forms the backdrop for Place branding, both as a necessity and a phenome- all the products, investment opportunities, culture, people non, is mainly inspired by globalisation processes where and other characteristics which make a country unique. the market place for ideas, culture, reputation, in addition Country brands vary according to how the countries wish to products, services and funds are fused into a single to position themselves in the global market. The majority global community (Anholt, 2005). A number of factors in attempt to put forward a convincing offer which sets them the international arena have led to the extension of place apart, although in many cases it is impossible to branding and have also presented major challenges to all differentiate between them.