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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Bibliographic Details

Published in:	Middle East - Topics & Arguments
Main Author:	Aly, Hend
Format:	Journal Article
Language:	English
Published:	Philipps-Universität Marburg 2019
Subjects:	Corporatization New City Urban Development Creative NEOM Saudi Arabia Branding
Online Access:	Online Access
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