Analysing the Branding Strategies of Saudi Cities

Abstract

Background In recent years, many cities have started using branding to improve how they are seen, bring in investment, attract tourists, and make local people feel proud. One reason for this is the growing competition between cities. Another reason is globalisation, which is making cities look more similar, so branding helps them show what makes them special. As cities around the world become more alike in infrastructure and lifestyle, branding helps emphasise unique cultural, historical, or environmental qualities to differentiate one city from another. Today, cities are no longer seen as only physical spaces; they are also understood as complex identities shaped by narratives, symbols, and strategic communication (Anholt, 2016, Dinnie, 2011). As part of Vision 2030, the Kingdom of Saudi Arabia (KSA) is working to grow its economy and show its culture to the world. To support this, the country is developing and branding many cities, both new and old, to show a modern and creative image that also respects Saudi traditions. Cities like NEOM, AlUla, and Diriyah show how the Kingdom wants to become a global destination while keeping its cultural identity.