Brand Qatar’s great challenge began on June of 2017, when a land, sea and air blockade was imposed upon the country by three of its neighbours. The blockade is still in place. Brand Qatar’s great challenge began on June of 2017, when a land, sea and air blockade was imposed upon the country by three of its neighbours. The blockade is still in place.
Changes to the economy were felt almost immediately. Land, sea and air travel from the blockading nations stopped. The border between Qatar and Saudi was sealed. The transportation sector was choked. The total number of visitors to Qatar declined by more than a third. Around 80% of Qatar’s food used to come from Saudi and the UAE. This food supply instantly stopped.
The signature transformative project is the World Cup 2022. Stadiums are being built, and after the World Cup finishes, some of them will be repurposed in sustainable ways to service local communities. Others will be cleanly dismantled. Qatar anticipates high returns, community enhancement and a boosted global profile from the World Cup.
Brand must be what reflects and shapes people’s perception of your organization, what it does, how well it does it.
Qatar is following it National Vision 2030, which national strategies and implementation plans can be developed.