Place branding and international engagement in Qatar and Abu Dhabi -

Abstract

This paper examines the ideational factors that have influenced and contributed to formulating the emerging roles and positions of Qatar and Abu Dhabi in the world economy. In pursuance of national objectives and strategies in the systemic sphere, subjective factors – most notably for this study those of image, perception, and reputation – of international economic relations are considered to be significant complements to objective or material ones insofar as they can act to increase the soft power of these states vis-à-vis external actors. In shaping these factors, the regimes, governments, and elite in Abu Dhabi and Qatar have proactively sought to engage globally in order to formulate favorable and conducive external images and perceptions, which help to facilitate international agendas and activities. This externally oriented engagement has been a part of active nation branding and image management on the part of Qatar and Abu Dhabi’s leadership.