Oman Brand Management Unit and National Bank of Oman tie-up

Indeed, a strong identity is vital if you are vying with other places for attention in tourism and business.

However, branding is not a magic wand to mask a country's problems.

"The brand has to be based on what is already there in the country or else it's just like giving someone a nice haircut - it might look good for a while, but it doesn't give you a new personality. It also requires public - private sector engagement,"

says OBMU's Azzan Al Busaidi.

In an effort to encourage public - private sector co-operation, the OBMU has signed a series of agreements with leading domestic organizations. Late last week, Sayyid Faisal signed an MoU with National Bank of Oman (NBO) to help OBMU in its mission to promote Oman as a place to live, visit and invest in.

"We're a young nation with an ancient history. A truly remarkable combination" observes the OBMU CEO. Adding: "Combine that with fabulous people, dramatic scenery, a strategic location and a fantastic quality of life and you've a proposition that's difficult to beat. However, to deliver those messages with any real impact we need to solicit the support of Oman's private sector. In this regard, I'm delighted to have signed this landmark MoU with NBO's General Manager, Mr. Taqi bin Ali Sultan."

As per the agreement, both parties will work closer together and enhance co-operation, undertake joint initiatives as well as exchange information. "NBO, with its broad reach and expertise will positively contribute towards supporting OBMU's work in promoting the sultanate's inward investment offer," remarked Hassan Shaban, NBO's Assistant General Manager, Head of Wealth Management.

Al Busaidi suggests that: "branding Oman isn't just about the newly-launched logo but the intricate details - it's about the reception you receive at passport control, how clean our streets are and as deep as getting local residents to feel proud to be brand ambassadors. When residents are proud, then visitors are encouraged to find out what the fuss is all about and then tell the world."

According to Sayyid Faisal:

"successful nation branding is all about dialogue and co-ordinated activities, a joined-up approach to attract Oman's audiences. Signing this important MoU with NBO will a go a long way in helping us achieve our objectives."