SUPERBRANDS I 2015

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Being voted as a Superbrand for 2015 is further affirmation of our commitment to quality and excellence. A promise to our customers we wouldn’t have been able to fulfil without the support of our stakeholders.

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SUPERBR ANDS 2015

Superbrands, a promise of quality Since its conception in 1993 and followed by the UK launch in 1994, Superbrands has grown into a global organization that analyses the history and strength of different brands in over 92 countries around the world and across five continents.

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arlier in 2015, UAE carrier Emirates Airlines, broke into the top 200 in a ranking of the world’s biggest brands. It was ranked 196, up 38 spots over the previous year.

While the Dubai airline attributed its success to a “strong commitment to product and service excellence, as well as investments in its brand”, the President of the airline also pointed out that “his customers are the ultimate judges and jury. Being named the most valuable airline brand in the world is great recognition for each and every one of our staff, as they are the ones who live, breathe and deliver the Emirates brand every day in the work they do.”

Exceptional service and reliability have truly underpinned this homegrown brand in the minds of millions of its global customers,

clearly highlighting how effective branding is often at the heart of the companies that thrive. That building brands builds incredible value for companies is undeniable.

In today’s world, in the face of current economic challenges and a fragmenting media environment, b r a n d i n g a s s u m e s g re a t e r importance than ever.

According to Mike English, Director of Superbrands Middle East, “Gone are the days when

Mike English, Director, Superbrands Middle East branding was seen simply as creating a logo and sticking that logo onto your product. Today brands realise that practically everything they do impacts on their brand and the perception the public have of that brand.”

Mike’s in-depth knowledge of

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the way brands work comes from his more than a decade-long involvement with Superbrands, an independent authority and arbiter of branding excellence that promotes the discipline of branding and recognises the exceptional and most valued brands in each region.

A Gulf News Sponsored Supplement published by Al Nisr Publishing.

SUPERBR ANDS 2015

Gone are the days when branding was seen simply as creating a logo and sticking that logo onto your product. Today brands realise that practically everything they do impacts on their brand and the perception the public have of that brand.”

Since its conception in 1993 and followed by the UK launch in 1994, Superbrands has grown into a global organisation that analyses the history and strength of different brands in over 92 countries around the world and across five continents.

In each country that it operates, Superbrands identifies brands that perform above and beyond other brands within their respective markets.

Mike English with Adnoc Distribution CEO, Mr Abdulla Salem Al Dhaheri and VP Marketing & Communications, Mr Khalid Hadi The Superbrand status is assigned to a company or a brand based on market dominance, quality, trust, longevity, goodwill, customer loyalty and market acceptance. “Branding is an ongoing effort,” believes Mike English. “Building an effective brand is a lifelong journey you undertake as it requires consistency and involves all areas of the organisation.”

Superbrands has completed over a decade of success in the UAE. “Over the past 11 years, Superbrands has served to make brands in the UAE think harder about their brand positioning. It has played a major part in forcing brands to up their game,” he says.

To be voted a Superbrand is a powerful endorsement and is evidence for existing customers, potential customers, media,

The UAE Superbrand Council for 2015 »» Sheikha Lubna Bint Khalid Al Qasimi, Minister, Ministry of Foreign Trade »» John Brash, Managing Creative Director, Brash Brand Strategy & Design »» Laila Suhail, Chief Executive Officer, Dubai Shopping Festival »» John Deykin, General Manager Books, Motivate »» Mishal Kanoo, Deputy Chairman - UAE & Oman, The Kanoo Group »» Colm Mcloughlin, Managing Director, Dubai Duty Free »» Hala Badri, Executive VP Brand & Communications, du »» Mike English, Director, Superbrands Middle East & North Africa »» Dr. Ram Buxani, Chairman, Cosmos ITL Group

Mike English and the Eros Team

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EROS ELECTRICALS, EROS HOUSE, AL BARSHA, PO BOX 1184, DUBAI. Tel: 04 209 8888 Fax: 04 209 8999 www.erosgroup.ae

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EROS GROUP BRAND OF THE YEAR 2015 It’s a historic moment for all of us at Eros Group, to win the coveted ‘Brand of the Year’ title and be acknowledged as a ‘Superbrand’ for 5 consecutive years.

We attribute this legendary success to the incredible support offered by our principals, staff, trade partners and valued customers.

of the Year Brand

The 11th Annual Superbrands Tribute Event at the InterContinental Hotel, Dubai Festival City suppliers, investors and employees of each brand’s exceptional status.

“However, today there are too many “me too” brands in the UAE that simply ape the strategies of successful brands and hope they achieve the same success,” says Mike.

To become a true Superbrand no matter which country they are from or which industry sector they compete in or how long they have been in the business - a brand must adhere to three basic principles, he adds. “These include making its customers feel comfortable with that brand; creating a bond of trust with its customers; and always keeping its brand promises.”

“Branding is a promise of quality; and a brand is shaped by promises and an unwavering focus on the delivery of those promises,” reiterates Mike English.

The recent case of the emissions scandal that hit auto giant Volkswagen triggered the biggest business crisis in the carmaker’s 78-year history as it wiped off more than a third of its share price, rocking both the car industry and the German establishment.

By manipulating regulators who were measuring exhaust fumes, VW was in effect, misleading car buyers who were lured in by the promise of both performance and clean energy. Thus by falling short o f t h e b ra n d i n g p ro m i s e,

Many brands in the UAE have built their businesses slowly and steadily, cemented strong foundations and then slowly worked their way up.

Volkswagen appears to have smashed its brand value beyond repair although the company was named one of the top global brands of 2014.

In the UAE, “brands in the financial sector have been losing ground over the past few years as much of the public have lost faith in them and feel let down when financial crises are caused by the sheer greed of the big international banks,” explains Mike. “Basically this is loss of trust which is a crucial factor in good branding.”

While there are no key differences in what makes an international brand successful as compared to a local brand, Mike points out that consistency of message is a key

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factor in attaining Superbrands status on a regular basis.

Many brands in the UAE have built their businesses slowly and s te a d i l y, ce m e nte d s t ro n g foundations and then slowly worked their way up. They have had to chart their own course instead of riding on the crest of a successful parent company. “I am proud of all the brands created in the UAE that have become Superbrands as they have had to strive much harder than the established international names to make their mark in the world of branding,” says Mike.

At its annual tribute event in June this year - considered the ‘Oscars of Branding’ - to honor and recognise UAE's strongest brands, the coveted ‘Brand of the Year’ award was conferred on Eros Group, the number one distributor of consumer electronics, IT and mobility products in the region.

“Eros Group’s success can be attributed to the great care it takes to project its brand image in a positive light,” says Mike. “This company always keeps foremost in mind the three attributes outlined earlier; the most important of which is keeping promises.”

Superbrands 2015 also saw the emergence of several new entrants, both local and international brands, he adds. “The brands that made it to the Superbrands list this year all

display a determination to excel. It is no longer good enough for a business to do just okay. There is so much competition that brands that do not strive to be the best they can be are doomed to failure.”

Another significant trend this year has been the entry of e-commerce brands into the Superbrands listings, which is currently one of the fastest growing businesses in the UAE, he adds.

The story of each Superbrand covering the brand’s market, achievements, history and brand values, are traditionally outlined in a coffee-table book. “An added advantage for our winners now is Superbrands TV, which is our video offering where we present each brand’s story as told in our book, in video form. These videos are then uploaded to our own channel on YouTube for the public to watch.”

Getting onto the Superbrands list is both a prestigious accolade and an arduous task. “Where brands have to be voted for by our distinguished brand council members as well as by marketing professionals, who have voted through an online poll,” says Mike Superbrands is coveted because it is an affirmation to the brands that they are curating their brands in the right way. “It is an independent, unbiased view of each brand’s progress in the branding world,” he concludes.

SUPERBR ANDS 2015

Deepak Babani, CEO of Eros Group, receives the Superbrands Brand of the Year award from Mike English, Director, Superbrands Middle East

Eros Group wins ‘Brand of the Year’ 2015

by Superbrands Winning this accolade is a powerful endorsement and evidence for existing customers, potential customers, the media, suppliers, investors and employees of each brand’s exceptional status.

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uperbrands, the independent authority and arbiter of branding, announced that ‘Eros Group’ has won the coveted 'Brand of the Year' award at the 11th annual Superbrands tribute event, which was held at the Intercontinental Hotel in Dubai Festival City. Fifty-five leading

brands from the UAE were awarded Superbrands status and the 2015 Superbrands book was unveiled at the event, also dubbed the ‘Oscars of Branding’, where the UAE’s strongest brands were honoured.

Speaking on the well-deserved win by the Eros Group, Mr. Mike English, Director, Superbrands Middle East said, “We are thrilled to

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announce that Eros Group has been designated brand of the Year for 2015 by Superbrands. The brand has, over the years, become a part of every home and its commitment towards customers, suppliers, e m p l oye e s a n d s o c i e t y i s commendable. Eros Group scored the highest points amongst all the brands and we would like to

SUPERBR ANDS 2015

congratulate them and wish them luck in achieving their goal of b e co m i n g n u m b e r o n e i n marketing, distribution and retailing of consumer electronics, home appliances, telecom, IT and engineering goods and services by 2016.”

Eros Group has been voted as a Superbrand five years in a row, catering to a cross section of the trade channel which includes power retailers, independent retailers, souq markets, system integrators, architects and consultants. The Group is also known to actively partner with government initiatives.

This year Eros Group joined in Dubai Municipality’s Car Free Day where the Group’s management and employees left their cars at home and took to public transport. To further showcase the Group’s commitment, a solidarity walk was organised from the Mall of Emirates Metro Station to Eros House in Al Barsha.

With over 1,500 leading brands

Eros Group has been voted as a Superbrand five years in a row, catering to a cross section of the trade channel which includes Power Retailers, Independent Retailers, souq markets, system integrators, architects and consultants. The Group is also known to actively partner with Government initiatives. in the UAE vying for the coveted Superbrands title, only fifty-five scored more than 80% of the total possible mark and were declared as a Superbrand by the Brand Council. Winning this accolade is a power ful endorsement and evidence for existing customers, potential customers, the media, suppliers, investors and employees of each brand’s exceptional status.

This year, Superbrands were voted not only by the brand council but also by online voting, which has expanded the voting base to almost 2,500 senior managers and marketing professionals.

The Superbrands programme acknowledges and rewards the highest standards of branding.

Over the years, the Superbrands o rg a n i s at i o n h a s a c h i e ve d

international acclaim for being the independent authority and arbiter of branding excellence. The organisation is committed to the cause of promoting exceptional brands and the discipline of branding in the region.

The 2015 Superbrands book is a coffee table book, which includes a two-page profile of each Superbrand tracing the foundation and development of the brand and a ‘Things You Didn’t Know section’ highlighting interesting facts about the brand and its unique achievements, which was also unveiled at the Tribute Event.

'This year it is heartening to see so many local home grown brands and some new entrants in the market make it into the Superbrands UA E b o o k i n a d d i t i o n to internationally recognised brands.

We ensure that the participation in the book is by invitation and acknowledges the inherent strength of the organisation and its brand value.” Mr. English concluded.

Focus on CSR helps Dulsco to become a Superbrand Dulsco, a regional leader in human resource and waste management solutions, has bagged the Superbrand award for its relentless hard work and energies channelised towards its Corporate Social Responsibility (CSR) initiatives. Dulsco is amongst very few waste management companies and HR solution providers to have been awarded the Superbrand status.

Dulsco continues to achieve success in its multifaceted businesses; however, it never forgets to give back to the community.

“Dulsco is delighted to receive the Superbrand status in the services sector this year. Dulsco has always placed keen emphasis on its values of social contribution and environment awareness. These tie back into our robust CSR programme. We are pleased that our focus and investment on CSR is yielding results. Getting this award in our 80th year makes it even more special”, said S. Balakumar, Managing Director, Dulsco.

Dulsco has come a long way from 1935. The company’s journey – from ‘brand’ to ‘super brand’ by focusing on its vision and values – continues to inspire its employees, clients and stakeholders

to rise to greater heights.

Interesting facts about Dulsco • Ports across the various Emirates have trusted Dulsco as their preferred partner for more than four decades.

• It is the only company that provides HR solutions to four of the leading airports in the region.

• It is the only company that provides waste management services to five of the international

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airports in the region.

• Dulsco was selected as Dubai Municipality’s strategic partner to implement the door-todoor recycling and waste collection project - My City... My Environment – Phase 2.

• Dulsco is the green partner for Abu Dhabi’s largest mall and the largest convention centre, helping them streamline their waste management and recycling practices.

• Dulsco provides HR solutions to 95% of the hotels and cement manufacturing plants in Ras Al Khaimah.

SUPERBR ANDS 2015

Brewing satisfaction on a global level Coffee Planet, the UAE’s best known coffee roaster and the largest premium roastery in the Middle East, went into business in 2005 with a single coffee machine at an ADNOC petrol station. This homegrown brand, based in Dubai, had then set its sights on bringing the best quality, gourmet on-the-go coffee to the thousands of caffeine lovers across the nation.

Today, 10 years hence, Coffee Planet is served in more than 200 petrol stations and a number of retail outlets throughout the UAE, as well as a number of leading hotels and offices as part of its Food Services division.

This Dubai SME 100 ranked company prides itself on using only the highest quality 100% pure Arabica coffee. Recognised as a UAE Superbrand, Coffee Planet is also a fully HACCP and the only UTZ certified facility in the region.

According to Robert Jones, Coffee Planet Managing Director, “As all of the company’s coffee is roasted in the UAE, it is kept fresh from crop to cup. To ensure full traceability of the green beans, our roastmaster travels the world to meet farmers and producers with

the aim of establishing long-term sustainable relations with each farmer.”

Coffee Planet now sources from more than 20 countries in Africa, Indonesia, India and Central America. “By only purchasing specialty grade beans, grown 1700m above sea level, we ensure that every bean meets the strict Coffee Planet standard of graded, 100% pure Arabica coffee,” he adds.

“By only roasting to order, our coffee retains its premium quality and remains absolutely fresh.”

Home consumers can now avail of the full range of the brand’s eight bespoke blends with the recent launch of its coffee capsules that are marketed based on roast strength, taste profile and type of extraction.

In August this year, Coffee Planet’s roastery underwent an expansion, doubling in size and allowing the brand to roast an outstanding 70-100 tonnes of coffee per month. The new production lines support export to the GCC, North Africa and Europe and allows the company to take a step further towards globalising the brand.

Creating beautiful work space is our passion It’s not what they are, but what they do that defines them – believes United Office. Work plays a very important role in one’s life. It’s where talent becomes skill, effort becomes accomplishment and success becomes our legacy. Some of the best years of life are spent at workplaces and these places should not be ordinary. They have to be inviting, inspiring and rewarding.

United Office has created such befitting workspaces for some of the most prestigious companies and institutions. The accomplished sales team of United Office has created innovative designs that reflect the best of an enterprise and their refreshing service levels make it a memorable retail experience. United Office is quite simply a class apart.

GEEPAS makes affordable Electronics a reality Geepas has proved to be a 360 degree solution provider to all electronic needs with more than 1500 products distributed in more than 86 countries worldwide, and in a span of 30 years, been able to build a strong presence in the market catering to more than 250 million customers across the globe. Geepas values are focused on customer satisfaction, affordability, innovation and superior customer service.

Geepas boasts an extensive range of products under the categories of: Entertainment Products, Home Appliances, Kitchen Appliances, Lighting Devices & Personal Gadgets. With a world-beating three day service turnaround time period offered by its customer service ‘Gcare’, Geepas has great passion for the products they offer and for all their customers and believe in exceptional after sales support for continuity. Geepas has more than 20,000 selling points in its network across all GCC countries and is also one of the leading brands in customer retention with up to 74.3% of customers having purchased 3 or more products from the brand stable.

Geepas is a part of Western International Group, a conglomerate that has interests in various other brand operations, and employs over 10,000 personnel from over fifteen nationalities in 10 different countries.

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