Building a successful city branding : case study : Dubai

Abstract EN

City branding is a current topic that is important nowadays.

Many cities have actively started to build and manage their city brands during the last decades.

Today, cities all over the world are competing with each other for different target markets and their attention.

Cities aim to increase foreign direct investment and attract visitors, businesses, employees, talent, and residents with their city brand.

This ensures the growth and success of branded places.

In best cases, even small villages and locations are turned in to destinations with successful place marketing and branding efforts.

The objective of this paper is to find out the steps of successful city branding process, and study the branding of Dubai.