Branding the Kingdom of Saudi Arabia / Ibrahim Alsedrah

Alsedrah, Ibrahim (2021) Branding the Kingdom of Saudi Arabia / Ibrahim Alsedrah. Social and Management Research Journal (SMRJ), 18 (1). pp. 1-16. ISSN 0128-1089


Country branding is a systematic process of organising the country's actions, behaviour, investments, innovations, and communications to achieve a desirable reputation. On the other hand, the country image represents the stereotyping of a country that does not always represent its identity, and that is the case of the Kingdom of Saudi Arabia (KSA). Despite KSA's achievements, especially after the 2030 ambitious vision, it is mostly perceived as an oil-producing country. Therefore, this study aims to: review the concept of country image, identity, and branding examples, as well as evaluate the KSA current brand based on secondary information. The author uses a relevant literature review to explore the topic. This paper finds (1) a lack of a strategic plan, studies, and suggest the establishment of branding authority in KSA. (2) Branding KSA is highly essential for two reasons: First, Branding will help KSA to highlight the 2030 vision successes and extend its image beyond the traditional perception. Second, branding is significant, especially with the current competition between countries. The paper may be first to bring attention to the importance of country branding in the KSA context.


Item Type: Article
Email / ID Num.
Alsedrah, Ibrahim
Subjects: H Social Sciences > HB Economic Theory. Demography > Economics as a science. Relation to other subjects
J Political Science > JC Political theory. The state. Theories of the state > Forms of the state
Divisions: Universiti Teknologi MARA, Shah Alam > Research Management Centre (RMC)
Journal or Publication Title: Social and Management Research Journal (SMRJ)
UiTM Journal Collections: UiTM Journal > Social and Management Research Journal (SMRJ)
ISSN: 0128-1089
Volume: 18
Number: 1
Page Range: pp. 1-16
Keywords: Country branding, country image, Kingdom of Saudi Arabia, vision 2030
Date: February 2021
Edit Item
Edit Item


[thumbnail of 18217.pdf] Text
18217.pdf - Published Version
Available under License Creative Commons Attribution Non-commercial No Derivatives.

Download (509kB)

ID Number




Statistic details