干旱区生态环境知识资源中心(Arid): Dubai's brand assessment success and failure in brand management

Arid

DOI	10.1057/pb.2009.14
	Dubai's brand assessment success and failure in brand management - Part 1
	Lee, HongJu; Jain, Dipak
通讯作者	Lee, H
来源期刊	PLACE BRANDING AND PUBLIC DIPLOMACY
ISSN	1751-8040
EISSN	1751-8059
出版年	2009
卷号	5 期号:3 页码:234-246
英文摘要	The purpose of this article is to analyze Dubai's branding management at a macro level. This article aims to brand Dubai as a destination with certain demographic groups. Dubai decision makers establish the city in the upper echelon of international markets including tourism, real estate, business hospitality and learning centers. This study reveals that instead of replicating what other competitive destinations have already achieved, Dubai offers innovative products and services to investors and tourists alike: the indoor 'skiing in the desert' facility, the luxury 'seven star' hotel on the Dubai coastline, the world's largest man-made island and the world's tallest building are only a few examples of what the city has to offer. Dubai has pursued a well-defined and unique brand identity through a clear strategy including unique value proposition, attraction and brand promise. Developing Dubai's brand image is a key factor in distinguishing it in the highly competitive global environment. Dubai's strategic branding approach provides a rare case that demonstrates the importance of the brand identity and equity on the global stage. Dubai earned itself a track record for making every project a success, regardless of its ambitious conception. Dubai's 13 per cent GDP growth every year since 2000, which is higher than the GDPs of both India and China, proves the realization of the city's successful branding process. This market analysis sheds light on Dubai's competency: brand development that has led to its admired position in the world.
英文关键词	Dubai brand management destination marketing public policy economic development hospitality business international convention city
类型	Article
语种	英语
收录类别	ESCI
WOS记录号	WOS:000415257000007
WOS类目	Hospitality, Leisure, Sport & Tourism
WOS研究方向	Social Sciences - Other Topics
资源类型	期刊论文
条目标识符	http://119.78.100.177/qdio/handle/2XILL650/329280
作者单位	[Lee, HongJu] Columbia Univ, Grad Sch Business, Mkt Div, New York, NY 10027 USA; [Jain, Dipak] Kellogg Sch Management, Evanston, IL USA
推荐引用方式 GB/T 7714	Lee, HongJu,Jain, Dipak. Dubai's brand assessment success and failure in brand management - Part 1[J],2009,5(3):234-246.
APA	Lee, HongJu,&Jain, Dipak.(2009).Dubai's brand assessment success and failure in brand management - Part 1.PLACE BRANDING AND PUBLIC DIPLOMACY,5(3),234-246.
MLA	Lee, HongJu,et al."Dubai's brand assessment success and failure in brand management - Part 1".PLACE BRANDING AND PUBLIC DIPLOMACY 5.3(2009):234-246.