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.
General
| Imprint: |
De Gruyter
|
| Country of origin: |
Germany |
| Series: |
Studies on Modern Orient |
| Release date: |
October 2023 |
| Firstpublished: |
2023 |
| Editors: |
Steffen Wippel
|
| Dimensions: |
230 x 155mm (L x W) |
| Format: |
Hardcover
|
| Pages: |
450 |
| ISBN-13: |
978-3-11-074062-2 |
| Categories: |
Books
Promotions
|
| LSN: |
3-11-074062-1 |
| Barcode: |
9783110740622 |
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