Gender Gap Impact on Nation Branding, Image and Reputation Building: Case Study from the Arab World

Abstract

In order to expand their economy and exports and attract foreign investments, tourists and talents, governments are increasingly adopting nation branding strategies as part of their public diplomacy to promote their image and build their reputation on the international scene. Some Arab countries, mainly countries from the Gulf region, have massively invested in branding strategies to raise their profile and build their image abroad. However, Arab countries face negative images related to, among others, gender equality and women’s rights. This paper tries to highlight the impact of gender gap on nation branding, image and reputation building of three Arabic countries: United Arab Emirates (UAE), Qatar and Saudi Arabia (KSA) and the importance of including this dimension when nations are addressing their image and reputation.