Brand Prism Of Dubai
Dubai – The Branding Prism
Physique
What is Dubai concretely? What does Dubai do? And what does it look like? The answers for these questions characterize the Physique of Dubai. For many it’s USP is its image as a global destination for shopping. For those in business it stands for a Financial and Commercial Hub. For the aspirational it stands as a gateway to a cosmopolitan lifestyle. Given its strategic location and its accessibility to all major markets around the world, it provides a job ready market with high entry salaries and assures a high level of safety. Given its phenomenal transformation during the past decade, the flagship representatives of the qualities of Brand Dubai are Burj-Dubai, the world’s tallest building and The Burj Al Arab- the world’s only 7 start luxury destination.
Personality
The story of Dubai is of phenomenal growth. Hence the personality of Brand Dubai is that of ambition – the fire in the belly kind of passion backed by a sound vision of a matured leadership at the helm. Dubai has a persona about itself that inspires a quest for excellence in all spheres of life be it education, sports, health, media, technology, infrastructure, knowledge, luxury etc. It stands for intensity in achievement and an unusual consistency in succeeding in ambitious endeavors.
Culture
From being an oasis of culture and heritage in the Middle East, Dubai has augmented that image with the new age cosmopolitan ideals. This means, though Dubai has the appeal and the aura of the authenticity of Middle Eastern culture at its core, it has the vibrancy and the color of the best of modern lifestyles around the world. This is because of its diversity in demographics from as diverse cultures as Persia, India, Europe, Lebanon, Africa etc. Thanks to this diversity, Dubai has a new attribute attached to its cultural fabric – the thread of symbiotic co-existence. What constitute its set of values? The...
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