The Political Branding of a Powerless Nation: A Historical Account of the Branding of Kuwait During the Reign of Sheikh Abdullah Al-Salem (1950–1965)

Abstract

This study explores the political branding of a powerless small state, the state of Kuwait during the reign of Sheikh Abdullah Al-Salem, from 1950 to 1965. The study uses models developed by Anholt for a strategic perspective on nation branding and by Bolin and Miazhevich for tactical communication in nation branding. This study explores the use of strategic communication in an Islamic-Arabic culture to brand Kuwait as a sovereign nation. At the strategic level, it employs the components of strategy, substance, and symbolic action, and at the tactical level, it uses the components of agents, audience analysis, temporal orientation and media to examine symbolic action. Using those models and following a qualitative historical analysis, the study identifies and analyzes the efforts of Sheikh Al-Salem to transform Kuwait from a Sheikhdom to Statehood in the 1950s. Those efforts helped to deter Iraq's threat to the Kuwaiti sovereignty as well as establish a self-governing, constitutional monarchy in the 1960s. The study concludes by evaluating the effectiveness of Sheikh Al-Salem's efforts as measured by tangible outcomes.