ABSTRACT
Ministries of health relied heavily on branding strategies that were sensitive to intercultural audiences during the global coronavirus pandemic. This book chapter examines the implications of applying branding strategies to GCC ministries of health messages about the COVID-19 pandemic. It examines the use of branding elements such as symbols and slogans and how these appealed to the values of an authoritarian and collectivist world region. Intercultural public relations practitioners should be aware that Arabic language messaging requires adjusting both nouns and verbs. They should weigh the psychological impact of color with cultural meanings these colors may have. They should also cautiously include messaging that employs national symbols that resonate with GCC audiences.
