Arab Academy for Science, Technology & Maritime Transport

College of Management and Technology

Smart Village Branch

7th Exam

Course Title: Media and Middle East Politics Start Time: 2:30 PM

Course Code: ELC498E Exam Duration: 2 Hours

Lecturer name: Dr. Khaled Eltaweel Exam Date: 16/11/2023

Student Name: -Abdulrahman Alakel

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Registration #: ---19207555--------------------------------- Department: -Marketing

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Data for lecturer only

Marks
Question
Actual Available
1
2
3
4
5
6
7
8
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Lecturer Name :
Date: Sign:

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Answer all questions. Show your work so that partial credits may be assigned

Question 1 (30 Marks)

In your own words, discuss Saudi Arabia's Vision 2030

< https://www.vision2030.gov.sa/en/> Branding.

In your answer, discuss:-

1. Conditions and the process of successful Country branding.

2. Saudi Arabia's ranking in major branding indexes.
3. The alignment between the campaign's message and the country's
socioeconomic realities.
4. Identify any lessons that could be learned for Egypt Branding.

1. Clear Identity and Values.

Identity: The vision embraces innovation and modernity while remaining firmly
grounded in Saudi Arabia's Islamic heritage, culture, and values. It recognises the
historical significance of the nation and aims to use it as a basis for advancement.

Values:

It embodies an ambitious outlook, aiming for transformative change across

various sectors and society as a whole. The vision values economic diversification,
aiming to reduce reliance on oil revenues and expand into diverse industries,
fostering a more resilient economy.

2. Consistency

The vision was announced as a long-term strategic plan aimed at transforming the
country by the year 2030. Since its inception, there has been a consistent
commitment from the Saudi government to align policies, initiatives, and
investments with the outlined goals. the consistency of Saudi Vision 2030 is visible
in its long-term approach, policy alignment, ongoing communication, adaptability,

EDQMS 2/3 Page 2 of

investment, and international engagements, all aimed at driving the country toward
the outlined goals by 2030.

3. Inclusivity.

The progress they have made in focusing in the identity and values reflect the
success that strive to achieve is a result of while there's progress in these areas,
achieving complete inclusivity is an ongoing journey. The vision aims to create a
more inclusive society where everyone has the opportunity to contribute to and
benefit from Saudi Arabia's development and prosperity.

4. Unique Selling Proposition (USP)- what sets the country apart from others.

Geopolitical Importance: Saudi Arabia’s strategic geopolitical location gives it

significant influence in the Middle East. Its position as a major oil exporter and a
key player in OPEC contributes to its global importance.

Economic Diversification: Vision 2030 aims to diversify the Saudi economy away
from its reliance on oil. This shift toward a more diversified economy opens
opportunities for investment in various sectors, such as tourism, entertainment,
technology, and renewable energy.

5. Government Support.

Introducing and revising policies across sectors to align with the vision's goals.
This includes economic reforms, changes in regulations to encourage foreign
investment, and initiatives to diversify the economy away from oil dependency.
The government's commitment to Vision 2030 is reflected in policy changes,
substantial financial investments, sector-specific programs, and efforts to foster a
conducive environment for growth and transformation across various facets of
society and the economy.

6. Public and Private Collaboration

Saudi Vision 2030 emphasizes the importance of public-private collaboration as a

cornerstone for achieving its goals. This collaboration between the public and
private sectors is pivotal in driving innovation, economic growth, and societal
development outlined in Vision 2030. By leveraging the strengths of both sectors,
Saudi Arabia aims to create a more robust and diversified economy while fostering
an environment conducive to sustainable development and global competitiveness.

EDQMS 2/3 Page 3 of

 7. Crisis Management

Saudi Vision 2030 includes strategies for crisis management to navigate challenges
that may arise along the path to achieving its goals. The Vision's approach to crisis
management is embedded within its long-term goals, aiming not only for
immediate solutions but also for strategies that build resilience and sustainability,
ensuring the country can navigate and recover from crises effectively while staying
on course toward its objectives.

Example:

Saudi Arabia's Vision 2030 aims to transform its perception from an oil-dependent
economy to a centre of diversified prospects. Programs like "The Red Sea Project"
promote tourism, "NEOM" showcases futuristic cities, and "Saudi Seasons"
showcase cultural events. The nation invests in cultural exchanges, hosts
conferences, and engages in strategic partnerships.

Q2 Answer: Saudi Arabia has been making significant efforts to diversify its
economy, implement social reforms, and enhance its infrastructure. These efforts
could have a good effect on the country's ranks on many branding and
competitiveness indexes. Rankings, however, are subject to volatility and may alter
in response to changes in policy, world events, and index methodology.

Brand Positio Previo Brand Previo Rating Previo

n us Value us us
Positio ($M) Brand Rating
n Value
($M)

EDQMS 2/3 Page 4 of

 Aramc 1 1 43636. 37478. AA AA
o 86 64
stc 2 2 10572. 9150.1 AAA AAA-
02 9
SABIC 3 3 4670.1 4016.7 AAA- AAA-
4 5
Al- 4 4 4279.1 3448.6 AAA- AAA-
Rajhi 8 1
Bank
SNB 5 - 3172.1 - AA -
3
Almar 6 6 2733.2 2203.4 AAA- AA+
ai 9 1
Mobily 7 7 1511.3 1280.1 AA+ AA+
6 9
Riyad 8 8 1235.7 992.25 AA AA-
Bank 5
Saudi 9 9 1189.2 901.6 AA+ AA
Electri 7
city
Comp
any
SABB 10 11 749.54 650.2 A+ AA-

https://static.brandirectory.com/reports/brand-finance-saudi-arabia-50-2023-
preview.pdf
https://brandirectory.com/rankings/saudi-arabia/2022

Q3 Answer: The success of Saudi Vision 2030 hinges on how well its campaign
messaging is aligned with the socioeconomic reality of the nation. The congruence
of the campaign's messaging with the nation's socioeconomic conditions is
imperative in order to secure backing, stimulate involvement, and guarantee that
the programmes delineated in Vision 2030 find resonance with the populace.
Maintaining momentum and realising the desired socioeconomic transformation
depend on it.

EDQMS 2/3 Page 5 of

Q4 Answer: Egypt can improve its branding strategies by learning from Saudi
Arabia's Vision 2030 initiatives, focusing on diversifying its economy and
encouraging investment in sectors like manufacturing, tourism, technology, and
renewable energy, attracting foreign capital and promoting economic growth.

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