Case Dubai: Actions speak louder than words

At the start of the third millennium, Dubai has probably been one of the most successful cities in the world when it comes to building brand awareness and reputation, virtually from scratch. This has been done, not through fancy slogans, brand design and advertising campaigns, but through bold action (i.e. brand construction). Mega-projects, a booming tourism industry and accelerated foreign direct investment (FDI) have put Dubai on the world map. Nevertheless, as Dubai has positioned itself as a global hub, driven by attracting mobile funds through future growth oriented investment, it has obviously not escaped the
global economic crisis. With the pressure and bailing out of investors has come criticisms in the international press in terms of high ecological footprints of its developments; its economic sustainability; the treatment of foreign labor; authenticity and tensions between local social practices in a predominantly Muslim society and the conduct of Western tourists and expats. It seems that some of the basics can be improved when it comes to managing the brand. We have also done extensive research in terms of Dubai’s identity; projected image and reputation. To read more about this, please contact us in order to join the Placebrandz circle.


Case Flanders: Branding contested identities through cooperation

Place Branding efforts in Flanders, the Northern Dutch speaking half of Belgium, are highly plagued because of political power struggles. The branding issue is linked to aspects of regionalization of political authority, tensions between federal and regional governments, and even separatism. Even though export, tourism and promotion of investment opportunities are regional competencies, suggesting the need to manage the brand Flanders, immediately results in loud squabbling in the press as to whether and how this should be linked to the brands of Belgium and Brussels. We would argue that with the differences that exist between regions in Belgium and the success that state-level brands have has in other (yet larger) countries such as Germany and the USA and Australia, there is no reason to suggest that Flanders could not build its own brand. However, brand hierarchy issues of how to link regional and national brands can not be ignored, particularly in the case of Flanders where Brussels and Belgium benefit from much higher brand awareness internationally than Flanders does. Again, here, cooperation is obviously key. But assuming that the political and institutional issues can be resolved and Flanders wants to build its own brand, there are many opportunities for a unique positioning, as our research has shown. To read more about this, please contact us in order to join the Placebrandz circle.