Think of a NEW Qatari product, good, or service that can be used for “national branding”

National Branding Strategy for Qatar

The problems of globalization and the changes it has brought—economic, political, and cultural transformation and backlash—has also countries, organizations, and businesses to adapt to new challenges, constraints, and opportunities. The world is still a global marketplace where nations compete with each other  and attempt to gain competitive advantages

The State of Qatar’s three-year experience during the blockade highlighted the need for smaller nations to build and manage their “reputation” independently from their foreign economic, diplomatic, and military ties.  One of the ways to do this is through “national branding,” or applying corporate marketing concepts and techniques for countries in order to enhance their reputation in international relations.

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 In a global marketplace, a country’s national image is one of its most important assets, encouraging inward investment, adding value to exports, and attracting tourists and skilled migrants. National branding, in a changing world, can also mitigate a number of political, market, and sovereign risks.

Your group should identify a new Qatari, non-hydrocarbon product, good, or service that can be used for national branding.

The purpose of this product should be:  to attract investment, tourism, and skilled workers, as well as to reach new markets globally.  In other words, this Qatari good or service should increase Qatar’s favorable reputation around the world.

In your paper, do the following:

Identify the product, good, or service, and explain why it could be used for a Qatar national branding effort—how will this be symbolically important to Qatar, and how will this showcase and emphasize Qatar’s “uniqueness?”;

Propose a strategy to use for branding, (e.g., using government agencies, the private sector, international agreements, etc.);

Noting the continuing regional and global risks (oil price volatility, budgetary instability, regional security concerns, etc.), explain how this product or service will help protect Qatar from these risks. Additionally, explain how this product or service will supports Qatar’s economic diversification/Vision 2030.