LEADER 05588nam 22009733 450 001 9910855198003321 005 20251116152149.0 010 $a9783110741100 010 $a3110741105 024 7 $a10.1515/9783110741100 035 $a(CKB)28479208200041 035 $a(MiAaPQ)EBC30883020 035 $a(Au-PeEL)EBL30883020 035 $a(Exl-AI)30883020 035 $a(DE-B1597)576888 035 $a(OCoLC)1408681232 035 $a(DE-B1597)9783110741100 035 $a(EXLCZ)9928479208200041 100 $a20231115d2023 uy 0 101 0 $aeng 135 $aurcnu|||||||| 181 $ctxt$2rdacontent 182 $cc$2rdamedia 183 $acr$2rdacarrier 200 10$aBranding the Middle East $eCommunication Strategies and Image Building from Qom to Casablanca 205 $a1st ed. 210 $cDe Gruyter 210 1$aBerlin/Boston :$cWalter de Gruyter GmbH,$d2023. 210 4$dİ2023. 215 $a1 online resource (676 pages) 225 1 $aStudies on Modern Orient Series ;$vv.38 311 08$a9783110741155 311 08$a3110741156 311 08$a9783110740622 311 08$a3110740621 327 $aBranding a Seafaring Nation: The Sailing Ship Monument on Al Wazarat Roundabout in Muscat, Oman -- Acknowledgements -- Table of Contents -- Abbreviations -- Part I: Introduction -- Introduction: A Thoroughly Branded, but Little-Known Middle East -- Branding as a Global Phenomenon: From Theory to Practice and Vice Versa -- Branding the Middle East: A Review of Regional Manifestations of a Global Phenomenon -- Studying Branding in the Middle East in Challenging Times: Outline of the Edited Volume -- Part II: Consumption, Culture and Lifestyle -- Milk Nationalism: Branding Dairy and the State in the Arabian Peninsula -- Branding Chinese Green Tea in Mali -- Selling Alcohol to the Muslims? Making Byrrh a Brand in the Colonial Maghreb -- Branding Wine in Morocco: New Efforts to Qualify a Contested Commodity -- From City to Society: Alcohol Advertising in Lebanon -- False Fakes, Fictitious Fashion, and the Liberation of Logos: On the Islamisation of International Brands -- Dubai Gold and Diamonds: Tracing Dubai?s Influence on the South Indian State of Kerala -- The Branding of Dubai as the Capital of the Islamic Economy -- Islamic Ideals, the Concept of Love, and Processes of Individualisation: Mu??af? ?usn??s Writings and his Spiritual Brand -- Queer Brands, Branding Queerness: Fractal Orientalism and Selling Gay-Friendly Beirut -- Part III: State Branding -- Sinan?s Iconic Practices: Staging Early Modern Ottoman Architecture and Power -- Branding the United Arab Emirates as Nation Building? Constructing Unity versus Acknowledging Diversity -- Branding and Spatial Planning in Oman: A Neoliberal Turning Point in Politics? -- Egypt With or Without Islam: The Work Behind Glossy Tourism Advertisements -- Mobile Images: Stamps as Branding Tools in the Gulf States -- Greening the Desert: Emirati Youth?s Perceptions of Green Branding -- Branding Gibraltar: British, Mediterranean, European, or a Bridge between Two Worlds? -- Part IV: City Branding -- City Branding and Residents? Perception: The Case of Casablanca$7Generated by AI. 330 $aThis volume explores the concept of branding in the Middle East, focusing on communication strategies and image building from Qom to Casablanca. Edited by Steffen Wippel, the book examines how branding is used to promote national identity, cultural heritage, and economic development in the region. It includes case studies on various branding efforts such as Oman?s maritime heritage, Dubai?s position as an Islamic economic hub, and the influence of international brands in Islamic contexts. The work is intended for scholars and practitioners interested in regional studies, marketing, and cultural identity, providing insights into the challenges and strategies of branding in a complex geopolitical landscape.$7Generated by AI. 410 0$aStudies on Modern Orient Series 606 $aBranding (Marketing)$7Generated by AI 606 $aMiddle East$7Generated by AI 615 0$aBranding (Marketing) 615 0$aMiddle East. 676 $a658.8270956 700 $aWippel$b Steffen$01434713 702 $aAdham$b Khaled 702 $aAhlberg$b Karin 702 $aAly$b Hend 702 $aAlzeer$b Gergana 702 $aBayed$b Hicham El 702 $aBeier$b Raffael 702 $aBonte$b Marie 702 $aDuaei$b Kamaluddin 702 $aElmouelhi$b Hassan 702 $aFranke$b Lisa Maria 702 $aGatter$b Melissa 702 $aGauvain$b Richard 702 $aGeisler$b Philip 702 $aHaller$b Dieter 702 $aHindelang$b Laura 702 $aKlinger$b Thibaut 702 $aKoch$b Natalie 702 $aKokoschka$b Alina 702 $aKrawietz$b Birgit 702 $aMihatsch$b Moritz A$g(Moritz Anselm),$f1981- 702 $aMoussawi$b Ghassan 702 $aNielsen$b Helle Lykke 702 $aRoelcke$b Annegret 702 $aRosmer$b Tilde 702 $aRo?schenthaler$b Ute 702 $aSchuss$b Heiko 702 $aSedra$b Dounia 702 $aStadnicki$b Roman 702 $aStuder$b Nina Saloua? 702 $aTrenka-Dalton$b Sophie-Therese 702 $aTuominen$b Pekka 702 $aWippel$b Steffen 702 $aWippel$b Steffen 801 0$bMiAaPQ 801 1$bMiAaPQ 801 2$bMiAaPQ 906 $aBOOK 912 $a9910855198003321 996 $aBranding the Middle East$93590184 997 $aUNINA