The case presents information about Morocco as a rapidly developing emerging economy which is achieving notable success in a range of global business sectors. First, a profile of Morocco highlights country characteristics and a wide range of opportunities for building the country’s image. Then, nation branding and perception management concepts are discussed, along with country stereotyping and country brand personality, with particular references to Morocco. Next, the political history notion of a cultural turn is introduced to explain how Morocco chose to adopt a new image and role on the world stage, expressed through its New Development Model of 2021. Then, leading growth industries and business sectors are detailed, followed by a final discussion of potential nation branding and image-building opportunities.
The central case question is: What do the government of Morocco and its agencies want the world to know about the country and how can this be conveyed as part of the country’s image?
The Moroccan government’s challenge is multidimensional: to determine priorities for nation branding, select specific target audiences, design persuasive messages, manage communications media efficiently and effectively, and then measure results relative to objectives. Questions arise about what messages should be communicated about Morocco to propel its economic development, attract visitors and foreign investment, reinforce its reputation for cutting-edge industrial capabilities, enhance its reputation for high fashion and Hollywood-quality film production and, not least, fully utilize its human potential across a wide range of activities.