Place branding - essential or extraneous?

Asra is a Senior Brand Strategist and Head of UP Middle East, based in Dubai, United Arab Emirates. She has 21 years experience in the MENA region across multiple industries (digital, retail, luxury, fashion, technology and management consulting) and across multiple marketing disciplines. She offers “digitally transformed” marketing savvy with a focus on customer experience design/management. Asra gained a great experience and insight working with a wide range of marketing and brand strategy projects with companies such as: Al Fahim Holding, Dubai Tourism/ Festivals, Dubai Mall, Bentley, Embassy of Netherland, Galderma, Muscat Opera House, Dubai Airport, Dubai Economy Department/Retail, Aigner, Kilian Perfume, Roja Dove Perfume and Masdar Institute.