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OIL IN THE MIDDLE EAST: Fuel for thought

Acton, Maurice

Brand Strategy, 2007, p.54

London: Centaur Communications Limited

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  • Título:
    OIL IN THE MIDDLE EAST: Fuel for thought
  • Autor: Acton, Maurice
  • Materias: Arab culture ; Brands ; Business conditions ; Calligraphy ; Convenience stores ; Cultural heritage ; Energy industry ; Industry forecasts ; Management ; Market strategy ; Marketing ; National identity ; Petroleum industry
  • Es parte de: Brand Strategy, 2007, p.54
  • Descripción: Spurting out of mineral-rich desert, oil remains paramount to the economic strength and future growth of the modern Middle East. Although there is a long tradition of commercial trading in the area, the awareness and adoption of Western branding systems varies considerably across the region. Rapidly developing states such as Dubai and Abu Dhabi have been quick to grasp and use branding as a tool to develop their national and international businesses and to identify and promote their countries to global tourists. On the other hand, large countries such as Iran, although oil rich, have been much slower to adopt an international branding approach, concentrating more on traditional trading methods, governed by fundamental religious law. While forward-looking states like Abu Dhabi are using their oil income to diversify into other business sectors, they are still principally funded by their oil wealth. Like any major corporation, the oil industry faces many challenges in staying ahead of the branding game in a changing and increasingly sceptical marketplace. The principal challenge in branding oil companies is one of scale, range and diversity of assets and developing a solution that understands and fulfils all of the business and marketing needs of a company on a national and international scale.
  • Editor: London: Centaur Communications Limited
  • Idioma: Inglés
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