The Office of the Brand of Abu Dhabi (OBAD) is responsible for creating and managing the unique brand for the Emirate which embraces our vision for the future, respects the culture, heritage and traditions of our past and helps build awareness and understanding of Abu Dhabi.

Created under the mandate of His Highness General Sheikh Mohammed bin Zayed Al Nahyan, Crown Prince of Abu Dhabi and Deputy Supreme Commander of the UAE Armed Forces, OBAD is a government entity created by Executive Council Resolution number 48 in 2007.

The Abu Dhabi Brand plays an important role in helping Abu Dhabi achieve its vision of sustainable growth and nurtures a positive sense of identity and place. It helps us make the right decisions about our future and it ensures that visitors to these shores enjoy a consistent, high quality experience – reinforcing Abu Dhabi’s reputation as a great place to live, work and prosper.

Successful brands are built around a ‘brand essence’ which simply conveys the values and promise it wants to communicate..Our brand promise, or essence, can be summarised in one word - ‘Respect’ - which is a reflection of our values: the importance of family; education for all; equality; respect for our culture and customs; protection of our natural environment, respect for visitors and a respect for free trade and foreign investment.

We reach out to citizens and residents and to visitors to Abu Dhabi in many ways. Behind the scenes OBAD works with government and the private sector, helping organisations bring the brand to life by integrating the brand promise into their operations.

In the public eye, programmes such as our annual photography competition, Abu Dhabi Through Your Eyes and this website, Abu Dhabi Events, help us to talk directly with citizens and residents about the brand and celebrating the spirit and essence of Abu Dhabi.

To find out more about OBAD and its work as guardian and patron of the brand, please visit our website.