BUILDING A SUCCESSFUL CITY BRANDING CASE STUDY: DUBAI

Abstract

‫البحث‬ ‫ملخص‬ : ً‫ف‬ ‫اآلونة‬ ‫نفسها‬ ‫لتسوٌق‬ ‫بٌنها‬ ‫فٌما‬ ‫تتنافس‬ ‫المدن‬ ‫أصبحت‬ ‫األخٌرة‬ , ‫والسٌاحٌة‬ ‫الثقافٌة‬ ‫خصائصها‬ ً‫عل‬ ‫ذلك‬ ً‫ف‬ ‫معتمدة‬ ‫والصناعٌة‬ ‫والتجارٌة‬ , ‫الخ‬. ‫االستثمارات‬ ‫استقطاب‬ ‫بهدف‬ ‫وذلك‬ ‫منافسة‬ ً‫ف‬ ‫العالم‬ ‫انحاء‬ ‫جمٌع‬ ً‫ف‬ ‫المدن‬ ‫اصبحت‬ ‫فالٌوم‬ ‫التسوٌق‬ ‫عملٌة‬ ‫نجاح‬ ‫ٌضمن‬ ‫مما‬ ‫السٌاح‬ ‫عدد‬ ‫وزٌادة‬ ‫االجنبٌة‬. ‫ٌركز‬ ‫أن‬ ‫ٌجب‬ ‫للمدن‬ ‫الذهنٌة‬ ‫الصورة‬ ‫وبناء‬ ‫المدن‬ ‫تسوٌق‬ ‫إن‬ ‫تقدمه‬ ‫ال‬ ‫ما‬ ‫تقدم‬ ‫نفسه‬ ‫الوقت‬ ً‫وف‬ ,‫الجمهور‬ ‫احتٌاجات‬ ‫مع‬ ‫تتجاوب‬ ‫للمدٌنة‬ ‫مٌزات‬ ‫إبراز‬ ‫على‬ ‫التسوٌقٌة‬ ‫حملتها‬ ‫رسم‬ ً‫ف‬ ‫الٌوم‬ ‫العالم‬ ‫خرٌطة‬ ‫على‬ ‫نفسها‬ ‫ترى‬ ‫أن‬ ‫ترٌد‬ ‫مدٌنة‬ ‫كل‬ ‫تواجهه‬ ‫الذي‬ ‫المستمر‬ ‫التحدي‬ ‫وهذا‬ ,‫األخرى‬ ‫المدن‬. ‫هذا‬ ‫ٌهدف‬ ‫اظهار‬ ‫و‬ ً‫دب‬ ‫مدٌنة‬ ‫تسوٌق‬ ‫تجربة‬ ‫تقدٌم‬ ‫و‬ ‫للمدٌنة؛‬ ‫ناجحة‬ ‫تجارٌة‬ ‫عالمة‬ ‫لبناء‬ ‫المستخدمة‬ ‫الخطوات‬ ‫تقدٌم‬ ً‫ال‬ ‫البحث‬ ‫المستخدم‬ ‫االسالٌب‬ ‫و‬ ‫االستراتٌجٌة‬ ‫ة‬ ‫التسوٌق‬ ً‫ف‬. ABSTRACT City branding is a current topic that is important nowadays. Many cities have actively started to build and manage their city brands during the last decades. Today, cities all over the world are competing with each other for different target markets and their attention. Cities aim to increase foreign direct investment and attract visitors, businesses, employees, talent, and residents with their city brand. This ensures the growth and success of branded places. In best cases, even small villages and locations are turned in to destinations with successful place marketing and branding efforts. The objective of this paper is to find out the steps of successful city branding process, and study the branding of Dubai.