Branding The Kingdom of Saudi Arabia

Country branding is a systematic process of organising the country's actions, behaviour, investments, innovations, and communications to achieve desirable reputation. On other hand, country image represents stereotyping that does not always represent its identity, case Kingdom Saudi Arabia (KSA). Despite KSA's achievements, especially after 2030 ambitious vision, it mostly perceived as an oil-producing country. Therefore, this study aims to: review concept image, examples, well evaluate KSA current brand based on secondary information. The author uses relevant literature explore topic. This paper finds (1) lack strategic plan, studies, suggest establishment authority in KSA. (2) Branding highly essential for two reasons: First, will help highlight vision successes extend beyond traditional perception. Second, significant, with competition between countries. may be first bring attention importance context.