Format:
1 Online-Ressource (XVI, 660 Seiten)
,
Illustrationen
ISBN:
9783110741155
,
9783110741100
Series Statement:
Studies on Modern Orient Volume 38
Content:
This edited volume investigates place, product, and personal branding in the Middle East and North Africa, including some studies from adjacent regions and the wider Islamicate world. Going beyond simply presenting logos and slogans, it critically analyses processes of strategic communication and image building under general conditions of globalisation, neoliberalisation, and postmodernisation and, in a regional perspective, of lasting authoritarian rule and increased endeavours for "worlding." In particular, it looks at the multiple actors involved in branding activities, their interests and motives, and investigates tools, channels, and forms of branding. A major interest exists in the entanglements of different spatial scales and in the (in)consistencies of communication measures. Attention is paid to reconfigurations of certain images over time and to the positioning of objects of branding in time and space. Historical case studies supplement the focus on contemporary branding efforts. While branding in the Western world and many emerging economies has been meticulously analysed, this edited volume fills an important gap in the research on MENA countries
Additional Edition:
ISBN 9783110740622
Additional Edition:
Erscheint auch als Druck-Ausgabe Branding the Middle East Berlin : De Gruyter, 2023 ISBN 9783110740622
Additional Edition:
ISBN 3110740621
Additional Edition:
ISBN 9783110740622
Language:
English
Keywords:
Naher Osten
;
Islamische Staaten
;
Markenpolitik
;
Marketing
;
Aufsatzsammlung
;
Electronic books.
DOI:
10.1515/9783110741100
URN:
urn:nbn:de:0168-ssoar-91631-2
URL:
Volltext
(kostenfrei)
URL:
Click here to view book
Author information:
Wippel, Steffen 1962-
