Research Seminar

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THE DUBAI BRAND : HOW DID DUBAI BECOME DUBAI AND THE EMIRATES … THE EMIRATES

When:09-Dec-2014. 5:30 – 7:00 p.m.

Where:Room 2.007

Contact:+971 (0)2 65 69 555 / sebastien.natanson@psuad.ac.ae [view map]

Audience:By invitation

With the participation of Dr. William Gueraiche, Professor of Social Sciences at the American University in the Emirates.

The branding of Dubai not only raised awareness for the city, it also spread positive representations of the UAE to the world at large, in striking contrast to the representations of the Middle East. Advertising campaigns built a near-perfect image of Dubai. The branding of Dubai relied on an airline (Emirates), icons (Burj al Arab, burj Khalifa, the Palm islands, etc.) and a leader, Sheikh Mohamed Al-Maktoum. Themes like luxury, personal safety and excellent service were successfully used to alter the orientalist descriptions of the Arab world. Sports events (first ATP tournament of the season, Formula 1, the first horse race in the world…) followed, to frame the awareness campaigns.

The seminar will be held in English.