From city branding to e-brands in developing countries: An approach to Qatar and Abu Dhabi

The United Arab Emirates and Qatar both lack natural attractions, their system of governance is almost identical and their efforts at diversification are very similar. For this reasons, in order to compete with the rest of the world, the gulf countries are developing an assertive branding strategy focused on tourism targets, aviation, real estate and high class events and exhibitions in order to put their capitals (Abu-Dhabi and Doha) on the world tourism map. The key element in a successful branding strategy is not reflected by just the ambitious projects that Abu-Dhabi and Qatar are developing but it is, in fact, their image and their reputation that differentiate them from their neighbours. The focus of the present study is to shed light on the key factors featuring in the strategic branding of Abu Dhabi and Qatar by analysing their ways of practising branding as well as analysis of the leading news topics concerning Abu-Dhabi and Qatar in Google News for the year 2009. The aim of this work is to see whether these factors are sufficient for the creation of a distinctive brand.