Publisher's Synopsis
Master's Thesis from the year 2010 in the subject Business economics - Offline Marketing and Online Marketing, De Montfort University Leicester, course: Master of Science in Marketing Management, language: English, abstract: ABSTRACT Title of the dissertation: Nation Brand in Oman: Studying Stakeholders' Views On "Branding Oman'' Objectives: This thesis will be valuable in that it will identify the notion of nation branding and investigate the nation brand in Oman, studying current stakeholders' views on "Branding Oman"; more specifically, this thesis has three main goals as follows: 1) To determine the agreed relevance of "Branding Oman" for the different key stakeholders: i) Review and identify key stakeholders in "Branding Oman". ii) Review and evaluate the "Branding Oman'' sectors. iii) Identify Branding Oman challenges. 2) To find out the key stakeholders' views towards the current sectors applicable to "Branding Oman". 3) To build a successful comprehensive framework for Brand Oman. Methodology/Sample: The qualitative research approach was adopted and qualitative interviews were conducted with the "Purposeful Sample", which served to narrow the researcher's search to a more relevant sample to represent different stakeholders. Research Findings: It has been observed through the researcher's findings that the idea of having four sectors (tourism, business and investment, IT as well as education) linked to "Branding Oman" is too much and unsustainable, and will eventually result in a loss of focus and possibly prove fatal to the project. Recommendations: the researcher has drawn up a framework to help the Omani government to support nation "Branding in Oman". Keywords: Nation Branding, Country Branding, Nation Brand Managements and Stakeholder, Nation Brand Identity and Nation Brand Image, Nation Branding in Oman.
