Many countries adopt the strategic approach of nation branding to improve their global reputation and attract investment, tourism, and trade. Fundamentally, it is the application of marketing techniques to project and promote a country's unique identity, traditions, culture, and strengths on a global landscape.
Many countries have engaged in national branding. In some instances, India has branded itself as the “largest democracy,” “secure and Incredible” India. The US has long invested in public diplomacy to shape its global image. After the 9/11 attacks, the USA took to rebranding to restore perceptions towards the USA and to reclaim its global position of power.
The UK also implemented the “GREAT” Campaign to promote British culture, education, and businesses. South Korea, China, and Malaysia have initiated national branding projects to attract investments. Japan launched the “Cool Japan” initiative to promote creative industries and cultural exports. Nation branding is a widespread practice among countries worldwide.
Oman also started its journey with the Oman Nation Brand Strategy- The Oman National Promotion Identity Project. The Ministry of Commerce, Industry, and Investment Promotion (MoCIIP) and the National Program for Investment and Export Development initiated the project. An international consultation has also been engaged to support the National Unified Promotion Identity Project.
The project started around the end of 2023 and the beginning of 2024. The project has six steps: research, strategy, visual identity, guidelines, implementation plan, and launch. The project is expected to be launched in 2025. The National Promotion Identity Project aims to expand FDI, facilitate access to investments and goods, develop services for Omani markets, and build economic capabilities and talents that are robust and comprehensive.
The effort involved over 5500 global questionnaires and 128 interviews with various stakeholders of Oman.
Also, 500 local questionnaires and 11 field surveys were conducted to arrive at a comprehensive and scientific analysis of the national and global perspectives of the Sultanate of Oman; a key feature of the nation by branding exercise is inclusivity.
A voting campaign was launched from December 26th to 29th, 2024, to allow Omani citizens and residents to participate in choosing the national brand logo—the national promotion. The National Unified Promotion Identity Project aligns with Oman’s diversification efforts to reduce reliance on traditional industries like oil and gas.
Though the Nation's branding strategy holds the ambitious potential to drive economic growth and put Oman on the global stage as a sought-after tourist and investment destination, there are some challenges. There are mixed perceptions among the locals that the national brand does not reflect the true identity of Oman.
The success of the strategy hinges on public support and engagement. Nation brand strategy is not only about creating a brand but also about resource allocation and commitment to brand management over time. Building and protecting distinctiveness will be challenging as most of the Middle East's neighboring countries share similar cultures and traditions.
For this branding exercise to succeed, it must be accompanied by supporting economic policies and infrastructural development. Oman is developing its long-term positioning to highlight cultural heritage, natural attractions like Salala during the Kareef season, and potential water-bound activities.
Despite these challenges, the nation's brand strategy aims to promote Oman as a tourist destination, exhibiting Oman’s unique cultural heritage and natural beauty and attracting foreign direct investment to improve the global strategy in an internationally competitive landscape.
This initiative is expected to strengthen Oman’s economic position and fuel sustainable growth across multiple sectors in Oman. The project also aligns with the broader perspectives of Oman Vision 2040, which focuses on empowering SMEs to contribute significantly to a more robust and diverse economic landscape.
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