War shadow dims Brand Dubai's glitter

A video showing political leaders walking with shoppers at Dubai Mall went viral on social media within hours of the first round of Iranian attack across the cities of the United Arab Emirates (UAE).

- AKSHARA SRIVASTAVA & PRACHI PISAL

The message of normalcy and calm went out to inspire confidence in the people amid military escalation.

But, as of now, Dubai, a city that has symbolised opulence, high-end shopping and vibrant nightlife through landmarks such as Burj Khalifa and Palm Jumeirah, may have lost the tag of safe haven it had earned over the last many decades. That's a risk for Brand Dubai, at least for some time to come, if not in the long term.

Dubai’s brand image is definitely seeing some impact, even as it may not remain so in the long term, Santosh Desai, brand expert and chief executive officer (CEO) at Future brands told Business Standard. So far, Dubai has been seen as a peaceful oasis, which is vibrant and safe and a complete package for expats, Desai said.