2019
2019-06-25
10.17192/meta.2019.12.7937
urn:nbn:de:hebis:04-0003-2019-230-79377
keine Angabe
Royal Dream: City Branding and Saudi Arabia’s NEOM
https://creativecommons.org/licenses/by/4.0
public -Frei abrufbar
In 2017, the Crown Prince of Saudi Arabia announced the new mega-city NEOM. The city is envisioned to be a “start-up the size of a country”, and it aims at attracting the “best talents”, offering them “technology with livability at its core.” The paper foregrounds city branding to understand what NEOM is all about: its imagined society and proposed governance. It further explores how city branding strategies position NEOM and the Kingdom regionally and globally and reaffirm the Crown Prince’s power. It also questions the conceptual nature of the branded object itself, as branding documents show that NEOM alternates between being a city, a start-up, a country, and the Crown Prince’s legacy.
Saudi Arabia
Corporatization
Creative
New City
Urban Development
NEOM
Branding
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Royal Dream: City Branding and Saudi Arabia’s NEOM
Saudi Arabia
Universitätsbibliothek Marburg
Publikationsserver der Universitätsbibliothek Marburg
article
Corporatization
2019
Hend
Aly
Aly, Hend
2019-07-03
2019-06-25
application/pdf
English
https://doi.org/10.17192/meta.2019.12.7937
Vol 12 (2019)
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PeriodicalPart
urn:nbn:de:hebis:04-0003-2019-2303
Urban Development
application/pdf
2196-629X
2013
Center for Near and Middle Eastern Studies (CNMS)
Middle East - Topics + Arguments
Periodical
General history of Asia; Middle East
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Deutschhausstraße 9, 35037 Marburg
Marburg
Philipps-Universität Marburg
2714728-9
urn:nbn:de:hebis:04-00030
2019
12
2019-06-25
urn:nbn:de:hebis:04-0003-2019-230-79377
Creative
New City
In 2017, the Crown Prince of Saudi Arabia announced the new mega-city NEOM. The city is envisioned to be a “start-up the size of a country”, and it aims at attracting the “best talents”, offering them “technology with livability at its core.” The paper foregrounds city branding to understand what NEOM is all about: its imagined society and proposed governance. It further explores how city branding strategies position NEOM and the Kingdom regionally and globally and reaffirm the Crown Prince’s power. It also questions the conceptual nature of the branded object itself, as branding documents show that NEOM alternates between being a city, a start-up, a country, and the Crown Prince’s legacy.
Urban Development
NEOM
2019-06-25
Branding
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PDF
PRESERVATION_MASTER
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7873
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