The challenge of re-branding progressive countries in the Gulf and Middle East: Opportunities through new networked engagements versus constraints of embedded negative images

Abstract

International relations and diplomacy scholars have focused increased attention on countries’ attempts to re-brand their image, but this attention has typically offered a top-down approach. The study of progressive Middle East countries’ attempts to re-brand their image has been absent from this literature. A number of countries in the Gulf (Oman, the United Arab Emirates, and Qatar) and beyond in the Middle East (Jordan and to some extent Egypt) have tried to refashion their negative images and project themselves as places that are open for business and investment, and that offer political stability and liberalism. The Arab Business Council and the Young Arab Leaders, both World Economic Forum initiatives, are emblematic of the attempt to re-brand the Middle East through new patterns of networked engagement. Unfortunately, re-branding needs ‘to be lived’ beyond embedded negative images. The failures of re-branding in the Middle East are highlighted by the inability of Dubai Ports World and Al-Jazeera English – both companies from progressive countries in the Gulf – to penetrate the US market. In particular, the latter cases stand out, despite continued attempts to re-brand the region; even the progressive countries in the Gulf and Middle East have a long way to go before changing their image.