This case offers insight into how a country can manage and sustain its international image. Through an assessment of the United Arab Emirates' (UAE) economic, business, and social environment, we discover inherent challenges that can be ameliorated through nation branding. The case study then presents a marketing model and associated practices for creating a nation-brand strategy for the UAE. The objective is to formulate recommendations to enhance the country's brand image and positioning in order to attract sustainable trade, tourism, and investments
