QATAR - THE BRAND

 It would be advantageous for Qatar to undertake a nation branding exercise.  Building a strong brand for Qatar internationally will support the growth and diversification of trade and enterprise, as well as attract continued business investment in the country. The current focus on the World Cup is short term and not a sustainable component for the brand.

 A key task is to differentiate Qatar from other Gulf states, especially Dubai and Abu Dhabi which have already invested more in tourism and in infrastructure than Qatar.

 Internationally, Qatar is not yet recognised for all of its achievements or aspirations – today the perception lags reality. The message about the Qatar’s wealth is better understood than the country’s aspirations to be a leader in the field of education, sport and health. For example, in London, Qatar would be associated with significant investments in property development.

 Qatar has managed to maintain its cultural identity. This is symbolised through the strong use of the national colours and flag symbol in the corporate identity of many of the leading companies in Qatar. Many local banks, for example, reference Qatari heritage and identity in their own communications. Religious festivals and the Qatari National Day are all important touchstones for Qatar’s culture. The Qatar Vision, backed by investment through the foundation and creation of new museums also helps to provide a very positive sense of cultural identity and national pride. The introduction of new companies and new nationalities sits comfortably with Qatar’s growing role in the region and internationally.

 Qatar’s unique selling points are its emerging position as a politically stable centre for commerce, an international deal broker, and an intellectual and commercial hub – similar to Switzerland for Europe and Singapore for Asia. Potentially, Qatar can be influential on the world stage, not just seen as a tourist destination or a business centre.

 If we look at a different city and compare it to Qatar and explore a national brand positioning, I could only think of New York. I love New York. It is iconic, widely adopted, and often copied. It manages to capture an essence of a complex world city, simply. Currently Qatar is not positioned as a tourist destination, but its museums and cultural attractions are important for business visitors and other visitors who may be using Doha as a hub, to learn more about the country. The tourism aspect has to be addressed.

A key component for building the brand and enduring success will only be achieved through the definition of a clear strategy and engagement of key stakeholders, who will be representing the brand Qatar over time. I believe that there is an opportunity for Qatar as a brand to build focused propositions to the world and deliver a promise that is well-developed to reflect on the country’s richness and strength for business, quality of life, cultural integrity and heritage.

 

 

 

 

 

QATAR - THE BRAND

 It would be advantageous for Qatar to undertake a nation branding exercise.  Building a strong brand for Qatar internationally will support the growth and diversification of trade and enterprise, as well as attract continued business investment in the country. The current focus on the World Cup is short term and not a sustainable component for the brand.

 A key task is to differentiate Qatar from other Gulf states, especially Dubai and Abu Dhabi which have already invested more in tourism and in infrastructure than Qatar.

 Internationally, Qatar is not yet recognised for all of its achievements or aspirations – today the perception lags reality. The message about the Qatar’s wealth is better understood than the country’s aspirations to be a leader in the field of education, sport and health. For example, in London, Qatar would be associated with significant investments in property development.

 Qatar has managed to maintain its cultural identity. This is symbolised through the strong use of the national colours and flag symbol in the corporate identity of many of the leading companies in Qatar. Many local banks, for example, reference Qatari heritage and identity in their own communications. Religious festivals and the Qatari National Day are all important touchstones for Qatar’s culture. The Qatar Vision, backed by investment through the foundation and creation of new museums also helps to provide a very positive sense of cultural identity and national pride. The introduction of new companies and new nationalities sits comfortably with Qatar’s growing role in the region and internationally.

 Qatar’s unique selling points are its emerging position as a politically stable centre for commerce, an international deal broker, and an intellectual and commercial hub – similar to Switzerland for Europe and Singapore for Asia. Potentially, Qatar can be influential on the world stage, not just seen as a tourist destination or a business centre.

 If we look at a different city and compare it to Qatar and explore a national brand positioning, I could only think of New York. I love New York. It is iconic, widely adopted, and often copied. It manages to capture an essence of a complex world city, simply. Currently Qatar is not positioned as a tourist destination, but its museums and cultural attractions are important for business visitors and other visitors who may be using Doha as a hub, to learn more about the country. The tourism aspect has to be addressed.

A key component for building the brand and enduring success will only be achieved through the definition of a clear strategy and engagement of key stakeholders, who will be representing the brand Qatar over time. I believe that there is an opportunity for Qatar as a brand to build focused propositions to the world and deliver a promise that is well-developed to reflect on the country’s richness and strength for business, quality of life, cultural integrity and heritage.

 

 

 

 

 

Posted 2 years ago

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The mind is the most skillfull master of deception

My blog addresses internal brand management, the fear bubble created by employers, and shallow views on social media.

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