Steffen Wippel (Ed.)
Branding
the Middle East: Communication Strategies and Image Building from Qom to
Casablanca.
Reihe "Studies on
Modern Orient" 38. Walter De Gruyter,
Berlin/Boston 2023, xvi + 660 S.
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.
Hardcover
eBook in Open Access (Oktober 2023)
https://www.degruyter.com/document/isbn/9783110741100/html
Of interest to: Scholars and students in Middle Eastern and
Islamic Studies, Geography, Economics, Political Science, Media and Urban
Studies.
Contents
Steffen Wippel
Branding a Seafaring Nation: The
Sailing Ship Monument on Al Wazarat Roundabout in Muscat, Oman V
Acknowledgements VII
Abbreviations XIII
Part I:
Introduction
Steffen
Wippel
Introduction: A Thoroughly Branded,
but Little-Known Middle East 3
Steffen
Wippel
Branding as a Global Phenomenon: From
Theory to Practice and Vice Versa 7
Steffen
Wippel
Branding the Middle East: A Review
of Regional Manifestations of a Global Phenomenon 55
Steffen
Wippel
Studying Branding in the Middle East
in Challenging Times: Outline of the Edited Volume 161
Part II:
Consumption, Culture and Lifestyle
Natalie
Koch
Milk Nationalism: Branding Dairy and
the State in the Arabian Peninsula
185
Ute
Röschenthaler
Branding Chinese Green Tea in
Mali 205
Nina
Salouâ Studer
Selling Alcohol to the Muslims? Making
Byrrh a Brand in the Colonial Maghreb
215
Steffen
Wippel
Branding Wine in Morocco: New
Efforts to Qualify a Contested Commodity
227
Marie
Bonte
From City to Society: Alcohol
Advertising in Lebanon 233
Alina
Kokoschka
False Fakes, Fictitious Fashion, and
the Liberation of Logos: On the Islamisation of International Brands 239
Sophie-Therese
Trenka-Dalton
Dubai Gold and Diamonds: Tracing
Dubai’s Influence on the South Indian State of Kerala 251
Heiko
Schuss
The Branding of Dubai as the Capital
of the Islamic Economy 263
Lisa
Maria Franke
Islamic Ideals, the Concept of Love,
and Processes of Individualisation: Muṣṭafā Ḥusnī’s
Writings and his Spiritual Brand 275
Ghassan
Moussawi
Queer Brands, Branding Queerness:
Fractal Orientalism and Selling Gay-Friendly Beirut 291
Part III: State
Branding
Philip
Geisler
Sinan’s Iconic Practices: Staging
Early Modern Ottoman Architecture and Power
303
Moritz A.
Mihatsch and Richard Gauvain
Branding the United Arab Emirates as
Nation Building? Constructing Unity versus Acknowledging Diversity 323
Thibaut
Klinger
Branding and Spatial Planning in
Oman: A Neoliberal Turning Point in Politics? 341
Karin
Ahlberg
Egypt With or Without Islam: The
Work Behind Glossy Tourism Advertisements
361
Laura
Hindelang
Mobile Images: Stamps as Branding
Tools in the Gulf States 377
Gergana
Alzeer and Tilde Rosmer
Greening the Desert: Emirati Youth’s
Perceptions of Green Branding 383
Dieter
Haller
Branding Gibraltar: British,
Mediterranean, European, or a Bridge between Two Worlds? 401
Part IV: City
Branding
Dounia
Sedra and Hicham El Bayed
City Branding and Residents’
Perception: The Case of Casablanca
419
Steffen
Wippel
The Multilevel Branding of Tangier
at Spatial and Temporal Interfaces 429
Raffael
Beier and Hassan Elmouelhi
Constructing Legitimacy through
Pro-poor Housing? Branding Cities in Egypt and Morocco as “Slum-free” 459
Khaled
Adham
The Power of the Speculative Image:
On Branding Desert Developments and Selling Cairo’s Urban Future 479
Roman
Stadnicki
Branding Backlash: The Erring of
Urban Advertising in Gulf Cities 497
Kamaluddin
Duaei
Qom to Tehran and Back, Express:
Branding a “Suburb”? 517
Pekka Tuominen
Who is Branding Beyoğlu?
Commodification and Surveillance of Public Space in Istanbul 521
Part V: Place
Branding
Hend Aly
Place Branding as a Political Act:
Approaching Saudi Arabia’s NEOM beyond its Shiny Façade 543
Annegret
Roelcke
Two Politicians and a Shrine:
Competing Personal Brands around Eyüpsultan in Istanbul 561
Melissa
Gatter
Who Labels the Camp? Claiming
Ownership through Visibility in Jordan
567
Helle
Lykke Nielsen
Branding the Middle East in the
Diaspora: Names of Mosques in Denmark
585
Birgit
Krawietz
Showcasing Tulips in Istanbul 601
Philip
Geisler
Architecture and the Myth of
Immaculate Form in Dubai 623
List of
Contributors 637
Index 643