“The opening of the Louvre Abu Dhabi over the weekend is the latest example of how traditional French cultural diplomacy is being supplanted by brand politics: Abu Dhabi bought the rights to use the Paris museum’s famous name at a price tag of over $500 million over three decades. This example of “soft power” goes beyond museum names such as the future Shanghai Pompidou Center — and can be seen in the exporting of Sorbonne’s academic reputation, the proliferation of Christian Dior boutiques in Asia, the increasingly popular fizz of Moet & Chandon champagne, the cuisine of master chef Alain Ducasse and Louis Vuitton’s status handbags.”