Branding the Middle East : : Communication Strategies and Image Building from Qom to Casablanca.

• Superior document: Studies on Modern Orient Series ; v.38
• Author: Wippel, Steffen.
• Place / Publishing House: Berlin/Boston : : Walter de Gruyter GmbH,, 2023.; ©2023.
• Year of Publication: 2023
• Edition: 1st ed.
• Language: English
• Series: Studies on Modern Orient Series
• Physical Description: 1 online resource (676 pages)

Table of Contents

Intro -- Branding 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: Muṣṭafā Ḥusnī'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 -- The Multilevel Branding of Tangier at Spatial and Temporal Interfaces -- Constructing Legitimacy through Pro-poor Housing? Branding Cities in Egypt and Morocco as "Slum-free" -- The Power of the Speculative Image: On Branding Desert Developments and Selling Cairo's Urban Future -- Branding Backlash: The Erring of Urban Advertising in Gulf Cities -- Qom to Tehran and Back, Express: Branding a "Suburb"? -- Who is Branding Beyoğ lu? Commodification and Surveillance of Public Space in Istanbul -- Part V: Place Branding -- Place Branding as a Political Act: Approaching Saudi Arabia's NEOM beyond its Shiny Façade -- Two Politicians and a Shrine: Competing Personal Brands around Eyüpsultan in Istanbul -- Who Labels the Camp? Claiming Ownership through Visibility in Jordan -- Branding the Middle East in the Diaspora: Names of Mosques in Denmark -- Showcasing Tulips in Istanbul -- Architecture and the Myth of Immaculate Form in Dubai -- List of Contributors -- Index.