Robert Govers

The image of brand Dubai is dented, Nation Branding Masterclass well timed

Robert Govers - Friday 27 November 2009 - 23:28 - 241 x read
The financial markets have been shocked again this week; this time not by bad real estate news from the West, but from the East. Dubai World, the state run holding company of the government of Dubai, has requested a six-month standstill on repayments of the company's debts, in order to complete a major restructuring of the company, while suffering from a tens of billions of dollars debt burden. Dubai World companies include DP World (the ports operator) and Nahkeel, which is responsible for most of the coastal developments including three palm islands and The World (a cluster of 300 islands in de shape of the world map). Because of fears of default and domino effects, light panic has resulted in financial markets worldwide extending their losses. Needless to say, this has damaged the strong image of brand Dubai that was built rapidly in a short period of time, but can be nullified just as easily.

It is therefore not a coincidence that on December 10, the Nation Branding Masterclass Middle East will take place in Dubai. Robert Govers–with Rotterdam School of Management professor Frank M. Go – author of Place Branding: Glocal, virtual and physical identities constructed, imagined and experienced and co-founders of www.placebrandz.com, will join Simon Anholt, the father of nation branding and leading expert on managing and measuring national identity and reputation, in his Nation Branding Masterclass.

Professors Govers and Go have done extensive research on Place Branding case Dubai, resulting in several academic journal publications and three chapters covering this signature case in the book they recently published with Palgrave Macmillan. In his presentation at the Masterclass, professor Govers will share some of the main insights and conclusions of his research, as well as how this case study can offer interesting learnings for the wider Middle Eastern region.

The event will be moderated by Nima Abu Wardeh, Presenter, Middle East Business Report, BBC World News and the day will close with a panel discussion with Mona Al Marri, CEO, Brand Dubai Office. The initiator of the Master Classes, Simon Anholt, is a member of the British Government’s Public Diplomacy Board. He has advised the governments of numerous nations and is Founding Editor of the quarterly journal Place Branding and Public Diplomacy. His books include Brand New Justice, Brand America and Competitive Identity – The New Brand Management for Nations, Cities and Regions. His new book, to come out soon, is called Places. He publishes three major global surveys, the Anholt Nation Brands Index, City Brands Index and State Brands Index that frequently appear in the press.

Seats can still be booked for the event in Dubai on http://www.nationbrandingevents.com/nationbranding/middle-east Click on ‘Book Now’ and use promotional code nbme1gov for ‘speaker friend’ rate of £245.

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