Branding the Future: New Insights into Arab Media Strategy

Professors Ilhem Allagui and Mohammed Ibahrine identify four emerging branding models in a special issue of Communication & Society

Exploring the Impact of Digital Transformation IMMAA Board Member Ilhem Allagui and Mohammed Ibahrine, both Professors at Northwestern University in Qatar, have published a new study in Communication & Society (University of Navarra, Spain).

Their paper, titled “Strategic branding models in Arab media: Exploring the impact of digital transformation,” is a featured contribution to the journal’s Special Issue: Resilient media companies: the role of media ownership in the industry of digital contents (Vol. 38, No. 1, 2025).

Utilizing Kapferer’s Brand Identity Prism, Allagui and Ibahrine analyze 11 prominent Arab media organizations to understand how technology and ownership models drive strategic innovation. The research identifies four distinct branding archetypes that are shaping the region’s media landscape: (1) The Portals Model: Centralized platforms with authoritative voices; (2) The Streamer Model: Focused on high-quality visuals and interactive experiences; (3) The Catalog Model: Structured libraries offering personalized content curation; and (4) The Social Media Model: Built on real-time communication and emotional community engagement.

The study highlights a regional contrast: while Gulf nations leverage their wealth to build technologically advanced media hubs, other regions prioritize deep connections to local cultural identities. This work provides a crucial framework for maintaining long-term competitiveness and audience trust in a rapidly changing global environment.

Read the full paper here: https://doi.org/10.15581/003.38.1.035