The value of knowledge in brand management is in its specificity within the subject of business and marketing. Employers and companies seek students with the special skills that this field offers to promote the name of their enterprise.

The United Arab Emirates is a federation of seven emirates on the eastern side of the Arabian peninsula, at the entrance to the Persian Gulf. Much of the work force in the UAE are foreign expatriates - hence the country's population makeup being so diverse, with Emirati citizens being a minority in their own country.