Home Economics & PolicyCommentA forecast and an outlook for brand Lebanon

A forecast and an outlook for brand Lebanon

by Joe Ayache

A country’s brand is made of intricate and complicated components which work together to create this distinctive identity. Lebanon has unique attributes linked to its geopolitical location and its climate. But mostly to its people; their never-die attitude, their lust for life, and their love of both the mundane and the frivolous. Even visitors from abroad have come to bury their frustrations and ignite their joyful self. Since the October 2019 demonstrations, the collapse of the economy, and the dramatic consequences of the Beirut port explosion, the mood has been deteriorating, and along with it, the outlook for a better tomorrow. The inaction and refusal of the Lebanese state to instigate commands and put the brakes on the slide into the abyss has pushed the private sector to respond and start acting. So, where are we today? How is the country perceived? And what should be done to regain its

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