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‘Dubai Does Not Need Branding’

DUBAI — The naming of Burj Khalifa sends a clear message — of a united country, said the CEO of Brand Dubai.

Mona Al Marri, of Brand Dubai — which was created after the city and the state of its economy attracted negative exposure in the foreign media during the global financial crisis — said the unwarranted bad publicity had damaged the city’s 
reputation.

However, she said the naming of the tower as Burj Khalifa, which she said was a surprise for everyone, settled any questions.

“It’s a good surprise – His Highness always likes to surprise us,” Al 
Marri said.

“We are one country... Sometimes the international media don’t understand that. That’s the message Shaikh Mohammed has simply sent.”

Al Marri said Dubai’s ‘brand’, as such, remained strong. “It does not need protecting – it needs somebody to keep an eye on it,” Al 
Marri said.

“The response (Shaikh Mohammed’s message) is clear. Brand Dubai does not need to respond, but by really doing something, like these forums, by being active.”

Al Marri hosted The Dubai Forum on Tuesday, focused on sustainable architecture, the day after the inauguration of the 828-metre tower.

“We’re focused on coming up with initiatives that will help the city,” 
she said.

“Dubai does not need branding... it needs content and good strong initiatives.” — zoe@khaleejtimes.com