Abstract
The Emirate of Abu Dhabi has witnessed rapid development in recent decades. As its physical, economic and demographic landscapes evolve, the time has come to reflect on the challenges and opportunities ahead. This case illustrates the establishment and achievements of the Office of the Brand of Abu Dhabi (OBAD). It describes the development challenges faced by the emirate as it enters the global economy while seeking to define and protect its national and cultural identity. The work of crafting an identity for a nation is interwoven with the advent of a new generation of leadership. The case focuses on OBAD?s general manager and custodian of the Abu Dhabi brand, a young Emirati woman, Reem Al-Shemari, who exemplifies Generation Y leadership in the UAE.