Royal Dream: City Branding and Saudi Arabia’s NEOM

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 NE...

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Wedi'i Gadw mewn:
Manylion Llyfryddiaeth
Cyhoeddwyd yn:Middle East - Topics & Arguments
Prif Awdur: Aly, Hend
Fformat: Artikel (Zeitschrift)
Iaith:
Saesneg
Cyhoeddwyd: Philipps-Universität Marburg 2019
Pynciau:
Mynediad Ar-lein:Mynediad Ar-lein
Tagiau: Ychwanegu Tag
Dim Tagiau, Byddwch y cyntaf i dagio'r cofnod hwn!
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Crynodeb: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.
DOI:10.17192/meta.2019.12.7937