When it comes to terrorism-related allegations, human rights abuses and World Cup corruption claims, Qatar has had a lot of trouble winning the hearts and minds of the international community.
This is problematic for the Gulf country because negative perceptions can put nations at a disadvantage when it comes to attracting a talented workforce as well as tourists and investment, analysts have said.
But current events aside, Qatar has done a “fantastic” job of promoting itself to the world, said José Torres, CEO of Bloom Consulting, which specializes in nation and place branding.
Speaking to Qatar Today for its feature on Brand Qatar this month, Torres said the international success of homegrown brands such as Qatar Airways and Ooredoo, as well as the Gulf state’s political stability have helped bolster its reputation.
Other industry experts appear to agree.
According to a 2014 international brand value report, the worth of Qatar’s brand jumped from $184 billion in 2013 to $256 billion last year.
Consequently, the Gulf country moved up three spots – from 39th to 36th – in a ranking of the brand values of 100 countries, making it the fastest mover of 2014.
Report author Brand Finance attributed the improved rating in part to Qatar’s ability to retain skilled citizens, attract talent internationally and avoid “brain drain.”
Challenges
Though Qatar has made strides in improving its brand, including recently opening up a communications office to counter bad press, there is still a lot of work to be done, said Dr. Khaled Al Jaber, editor-in-chief of the Peninsula.
Speaking to Qatar Today, he said authorities must actually work to address the root problems of damaging news reports.
“Beyond just contesting misleading media stories, what will change this image will be government action on addressing issues of human trafficking, abuse, creating awareness and changing habits, all the while remaining focused on the clear targets (Qatar) has laid out for itself.”
Torres added that the challenge won’t stop once Qatar establishes the perception it seeks. He told the magazine:
“Great country brands, like Finland and Sweden, are the ones who don’t just sit back and enjoy their current good reputation but continually work towards improving on them. This has to be the case with Qatar – you cannot relax. You always have to be asking: What is the next step?”
Thoughts?
It’s good to see they are taking this seriously. Qatar images outside of Qatar is nearly wholly negative, be it human rights abuses, bribery allegations, Qatari individuals funding terrorist groups, Qatar interfering in the business of other countries, flash Arabs in expensive cars in London and spending hundreds of millions on artwork.
Qatar is trying to change to take its place as a modern nation in the world especially in the area of sports and human rights abuses, but it’s progress in many areas are not well publicised. Even when there are negative stories, Qatar is slow to react and sometimes doesn’t even respond allowing others to define the narrative.
Unfortunately you will hear the sentence you don’t like. . ( if Qatar is so bad why you stay in ?) go back to your -40% tax- country….be brave man and start saying…Qatar is the best thing ever happened to me ..just start..be brave
If your whole argument is based on tax, then that is a poor basis for liking a country…..
If you actually read what I wrote not once did I say I did not like Qatar, I was responding to the article stating Qatar’s image outside of the country is mostly negative. Not my opinion on Qatar but a fact
just try it…you will get use am sure
QATAR IS THE BEST THHING HAPPAENED TO ME ….try
I wouldn’t say that. I like Qatar and I am happy living here but I wouldn’t say it’s the best thing that ever happened to me. After all it’s just a bit of land sticking out of Arabia that has undergone huge changes in the last 15 years.
thank you sooo much MIMH
this is what i want to hear- I love Qatar-
we all do..
thank you
never comment again.. i promise you
Err, that is not what I said. Anyway how can you love a country, that makes no sense. It’s just a piece of dirt with artifical borders created by man. Might as well say I love my tupperware….
Qatar is the best thing that ever happened to you. For me, Kazakkstan is the best thing that ever happened to me. Now there is a land of growth and opportunity if you are looking for one.
You just don’t get it, do you?
got it dear got it..since a long time
One day the petrol dollars will end, and the 300,000 people that remain will have nothing left to buy influence with anymore. That is what the international community sees. A country that just wants to buy its way into a positive image. In the end, actions speak louder than words, and using money to buy influence comes across as shallow. If Qatar wants to show a positive image, its going to take people to make that happen.
I don’t agree with buying influence but let us not pretend that this is a unique concept to Qatar, just a rather overt method. Other countries are a bit more discreet in their methods, lobbyists, arms dealing, foreign aid with conditions, military protection, arms deals, trade deals etc.
The Scandinavian countries and New Zealand are countries with the right kind of image in my opinion.
You think they don’t participate in the global shell game? Interesting. All countries attempt to excerpt influence. But having a labor system that has been designated just this side of slavery and then buying opinions that attempt to alter it are going a bit further than most into the blurred ethical lines. I understand that Qatar wants the world to take them seriously, which they will not until they understand the world outside Qatar. You can’t buy that. It’s not for sale.
I didn’t say anything about what they are or aren’t participating in. I was talking about image. Image and reality are not always the same.
Qatar needs to speak up, we’re only getting a Western perspective on many issues and it may have a polarizing effect on its citizens, especially as the younger generations of Qataris are more receptive to these issues. Not to mention the massive influence that these one-sided reports have had on foreigners in the neutral camp in recent years.
I find many Qataris who tell themselves that it is a Western perspective, but the non-western non MENA has been pretty thorough in reporting on Qatar as well. The Japanese and Koreans have been all over the stories, as have the Russians. Though given the Russian/Qatari antipathy that may not have much merit.
I think Qatar realised long ago that as long as it remains a significant overseas investor and trading partner then governments and companies will simply pay lip service to any negative brand-damaging issues and nothing will change. Let’s face it, the furore surrounding WC2022 is 99% about FIFA corruption and the “theft” of world football – not about human/workers rights in Qatar. If it was the other way round then we would already have had sweeping changes to the employment laws, and not the mealy-mouthed proposals that even now seem no nearer to being implemented.
whoever paid these analyst be like Cinderella , “Mirror, mirror, on the wall, who’s the fairest of them all?”