Branding the Middle East: Communication Strategies and Image Building from Qom to Casablanca
In this article, Steffen Wippel presents his newest book (De Gruyter, 2023) on communication strategies and image building employed by governments and corporations across the MENA region. Through them, the credibility of state narratives, the position of the rulers in power, as well as the respective nation brands, have been strenghtened. This development has been paralleled by growing academic interest and conceptual elaboration.
