Nation Branding as a Strategic Approach for Emerging Economies: The Case of UAE

A nation can be accepted as a brand and can be viewed as a compound of both historical and contemporary associations with a set of beliefs, customs, traditions, and various economic dynamics. Although there is a growing interest by the researchers and policymakers regarding nation branding (NB), the concept remains complex and challenging to define and achieve. This chapter provides a theoretical contribution to the field of NB, covering a general perspective through Anholt-GfK nation brand’s hexagon and its implication, with some examples of nation brand character in different economies. Additionally, the chapter discusses the relevance, scope, and evolution of nation branding in the United Arab Emirates (UAE) while observing the title of Vision 2021 and its core components. Finally, practical insight is provided for emerging economies interested in enhancing their country image, like UAE.