Branding the Kingdom of Saudi Arabia / Ibrahim Alsedrah
Country branding is a systematic process of organising the country's actions, behaviour, investments, innovations, and communications to achieve a desirable reputation. On the other hand, the country image represents the stereotyping of a country that does not always represent its identity, and...
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| Format: | Article |
| Language: | English |
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Research Management Centre (RMC)
2021
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| Online Access: | https://ir.uitm.edu.my/id/eprint/18217/ |
| _version_ | 1848804472054087680 |
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| author | Alsedrah, Ibrahim |
| author_facet | Alsedrah, Ibrahim |
| author_sort | Alsedrah, Ibrahim |
| building | UiTM Institutional Repository |
| collection | Online Access |
| description | Country branding is a systematic process of organising the country's actions, behaviour, investments, innovations, and communications to achieve a desirable reputation. On the other hand, the country image represents the stereotyping of a country that does not always represent its identity, and that is the case of the Kingdom of Saudi Arabia (KSA). Despite KSA's achievements, especially after the 2030 ambitious vision, it is mostly perceived as an oil-producing country. Therefore, this study aims to: review the concept of country image, identity, and branding examples, as well as evaluate the KSA current brand based on secondary information. The author uses a relevant literature review to explore the topic. This paper finds (1) a lack of a strategic plan, studies, and suggest the establishment of branding authority in KSA. (2) Branding KSA is highly essential for two reasons: First, Branding will help KSA to highlight the 2030 vision successes and extend its image beyond the traditional perception. Second, branding is significant, especially with the current competition between countries. The paper may be first to bring attention to the importance of country branding in the KSA context. |
| first_indexed | 2025-11-14T21:55:40Z |
| format | Article |
| id | uitm-18217 |
| institution | Universiti Teknologi MARA |
| institution_category | Local University |
| language | English |
| last_indexed | 2025-11-14T21:55:40Z |
| publishDate | 2021 |
| publisher | Research Management Centre (RMC) |
| recordtype | eprints |
| repository_type | Digital Repository |
| spelling | uitm-182172022-06-14T04:18:32Z https://ir.uitm.edu.my/id/eprint/18217/ Branding the Kingdom of Saudi Arabia / Ibrahim Alsedrah smrj Alsedrah, Ibrahim Economics as a science. Relation to other subjects Forms of the state Country branding is a systematic process of organising the country's actions, behaviour, investments, innovations, and communications to achieve a desirable reputation. On the other hand, the country image represents the stereotyping of a country that does not always represent its identity, and that is the case of the Kingdom of Saudi Arabia (KSA). Despite KSA's achievements, especially after the 2030 ambitious vision, it is mostly perceived as an oil-producing country. Therefore, this study aims to: review the concept of country image, identity, and branding examples, as well as evaluate the KSA current brand based on secondary information. The author uses a relevant literature review to explore the topic. This paper finds (1) a lack of a strategic plan, studies, and suggest the establishment of branding authority in KSA. (2) Branding KSA is highly essential for two reasons: First, Branding will help KSA to highlight the 2030 vision successes and extend its image beyond the traditional perception. Second, branding is significant, especially with the current competition between countries. The paper may be first to bring attention to the importance of country branding in the KSA context. Research Management Centre (RMC) 2021-02 Article PeerReviewed text en cc_by_nc_nd_4 https://ir.uitm.edu.my/id/eprint/18217/1/18217.pdf Alsedrah, Ibrahim (2021) Branding the Kingdom of Saudi Arabia / Ibrahim Alsedrah. (2021) Social and Management Research Journal (SMRJ) <https://ir.uitm.edu.my/view/publication/Social_and_Management_Research_Journal_=28SMRJ=29.html>, 18 (1). pp. 1-16. ISSN 0128-1089 https://smrj.uitm.edu.my/ https://doi.org/10.24191/smrj.v18i1.12370 https://doi.org/10.24191/smrj.v18i1.12370 |
| spellingShingle | Economics as a science. Relation to other subjects Forms of the state Alsedrah, Ibrahim Branding the Kingdom of Saudi Arabia / Ibrahim Alsedrah |
| title | Branding the Kingdom of Saudi Arabia / Ibrahim Alsedrah |
| title_full | Branding the Kingdom of Saudi Arabia / Ibrahim Alsedrah |
| title_fullStr | Branding the Kingdom of Saudi Arabia / Ibrahim Alsedrah |
| title_full_unstemmed | Branding the Kingdom of Saudi Arabia / Ibrahim Alsedrah |
| title_short | Branding the Kingdom of Saudi Arabia / Ibrahim Alsedrah |
| title_sort | branding the kingdom of saudi arabia / ibrahim alsedrah |
| topic | Economics as a science. Relation to other subjects Forms of the state |
| url | https://ir.uitm.edu.my/id/eprint/18217/ https://ir.uitm.edu.my/id/eprint/18217/ https://ir.uitm.edu.my/id/eprint/18217/ |