Place branding in a globalizing Middle East : new cities in Saudi Arabia
The study explores the development and branding of a new city in Saudi Arabia. As place branding theory is geared towards existing places, it does not take into account newly developed cities. Here place branding takes on a new significance. How do we develop a brand for a city that does not yet exi...
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Oxford Brookes University
2017
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| Online Access: | https://ethos.bl.uk/OrderDetails.do?uin=uk.bl.ethos.758027 |