“Turn Your Brand into a Destination”: City Branding, Naming Rights, and the Neoliberalization of Dubai, UAE

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dc.contributor.author Sotoudehnia, Maral
dc.date.accessioned 2013-08-29T18:28:09Z
dc.date.available 2013-08-29T18:28:09Z
dc.date.copyright 2013 en_US
dc.date.issued 2013-08-29
dc.identifier.uri http://hdl.handle.net/1828/4864
dc.description.abstract As cities continue to compete for regional and global primacy, governments around the world have drawn upon a series of entrepreneurial tactics to secure investment. Along with city branding initiatives aimed at producing positive images of the city, governments increasingly seek to generate revenue through the corporate sponsorship of public place names, or what I term toponymic branding. Drawing upon government documents and 15 semi-structured interviews, this study examines how the neoliberalization of place through city and toponymic branding is currently reshaping the geographies of urban governance in Dubai, United Arab Emirates (UAE), by considering two case studies: the naming of the Burj Khalifa (formerly Burj Dubai) and the Dubai Metro Naming Rights Initiative. In addition to semi-structured interviews conducted in situ, this research draws upon a variety of web-based marketing materials designed to promote the Burj Khalifa as an icon of Dubai and the Dubai Metro Naming Rights Initiative as a cutting-edge tool to increase revenue generation for the Government of Dubai. This thesis suggests that, despite efforts to maximize profits through city and toponymic branding campaigns, the renaming of the Burj Khalifa undercuts previous positive associations stakeholders held with the “tallest building in the world,” the city, and its brand. This study also demonstrates that, through the Dubai Metro Naming Rights Initiative, the Government of Dubai has used toponymic branding as a political tool to foster relationships with members of the business community. In doing so, the current research contributes to critical toponymic and urban geographic scholarship by examining the political economy of toponymic branding as a strategy of neoliberal urbanism in Dubai. en_US
dc.language English eng
dc.language.iso en en_US
dc.subject city branding en_US
dc.subject discourse analysis en_US
dc.subject Dubai en_US
dc.subject naming rights en_US
dc.subject neoliberalism en_US
dc.subject pastoral power en_US
dc.subject political economy en_US
dc.subject critical toponymy en_US
dc.subject urban governance en_US
dc.title “Turn Your Brand into a Destination”: City Branding, Naming Rights, and the Neoliberalization of Dubai, UAE en_US
dc.type Thesis en_US
dc.contributor.supervisor Rose-Redwood, Reuben Skye
dc.degree.department Dept. of Geography en_US
dc.degree.level Master of Arts M.A. en_US
dc.rights.temp Available to the World Wide Web en_US
dc.description.scholarlevel Graduate en_US
dc.description.proquestcode 0366 en_US

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