Rebranding for ‘soft power’ – examples from the Gulf

Aramco is looking to spend millions on promoting itself (image source: Twosmokingbarrels)

Now is a good time to be in the branding business, at least here in the Gulf. A slew of governments and government-owned assets are launching brand campaigns. At the beginning of the month, the UAE government announced that it’d be launching a national competition to create the first brand entity for the UAE – seven Emirati artists from each of the country’s seven emirates would work to design a logo and slogan to market the country in campaigns abroad. According to The National newspaper, “Once unveiled [the new brand] will be used widely by government departments and in marketing and adverts.”

The aim of the UAE brand is to reflect a truly Emirati character abroad, which will…


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