The Political Economy of UAE Branding From Marketing to Economics and Power

Abstract

The branding policy of the UAE has been in a phase of constant transformation and evolution in terms of its constructive elements. The aim of this chapter is to assess the UAE’s evolution from a state whose branding was based upon soft power elements, namely the use of traditional economic tools and global marketing, towards hard power elements, including strengthening its geopolitical and international economic relations perspective through strategic-oriented initiatives. Making full use of its Sovereign Fund’s capability and opportunity to invest on strategic economic sectors of third countries (e.g., the USA and the EU member states) as well as enhancing the perception of UAE as a global tourism, logistics, and transportation centre, UAE tends to move beyond the traditional marketing tools initially employed.