Dubai Consumer Mirror

Tuesday, October 25, 2005

Branding in the ME

Unfortunately, a larger number of Middle East businesses have the completely wrong conception of branding. Many, if not most, see branding as "the company logo" - its way much more than that.

Branding is the organization's philosophy in dealing with everything and everybody. The way the organization interacts with its customers, its employees and the community. The way customers feel after experiencing the organization's product or service. Its also the organization's office environment, corporate culture and the level of involvement the company has with the community and the industry as a whole.

A set of perceptions, feelings, thoughts and emotions, all combined together to give you a sensation that is unique to any organization. That what makes a successful brand, not just a colorful logo.

A crash-course on Branding in the region through an interview with Landor's executive director by AMEinfo's Lisa Creffield, who was asking the right questions to give you a comprehensive definition of branding in the region in less than 2 minutes!


  • i compleatly diseagree the statement theat have wrtten that in midle east doesn't know how to make branding,so how they are devilopping so rapidly inthei feild if they are not branding their company and why every foreign company are opening their company in the midle east.

    By Anonymous Anonymous, at November 29, 2005 at 8:17 PM  

  • interesting .. then why isn't there a single middle eastern brand in Interbrand's world top 100?

    By Blogger moryarti, at November 29, 2005 at 9:25 PM  

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