Nation branding : the case study of the Kingdom of Bahrain

Abstract

This thesis focuses on Nation Branding practices resulting from the phenomenon of globalization; particularly standardization of international markets and countries seeking to belong to an international community. Branding is no longer restricted to products, or to corporate entities. Cities, countries and nations are increasingly seeking to brand themselves as a way to create a positive representation fit to attract foreign direct investments and tourists. The latter are key elements to ensure economic development and stability. Not to mention that a good reputation management can bring a country an influential role in regional politics. We focus mostly on the case of Bahrains nation branding, as a microstate located in the Arabo-Persian Gulf trying to emerge as a competitor of Dubai and Singapore. We study the early steps of the strategy implemented by the Economic Development Board, the entity in charge of branding Bahrain. Through analysis of international portrayals as well as a focus group, we evaluate the effectiveness of the campaign launched in 2008. This study shows early signs of fruitful efforts despite the inadequacy of certain aspects of the campaign. Nevertheless, it seems that lack of political will to solve internal problems may affect the image of Bahrain negatively on the long term.