SUPERBRANDS - 2016

Delivering on brand promises The distinctive advantage that Superbrands brings to its winners in the UAE and other regions every year is due to the fact that Superbrands is the only truly international programme that recognises excellence in branding and is truly independent

T

he recent case of Samsung’s Galaxy Note 7s catching fire and exploding from overheated batteries, has dented the company’s image and its brand equity took a nosedive as billions of dollars were wiped off the brand’s market capitalization. Since pulling the plug on the production of Galaxy Note 7, Samsung is faced with the monumental task of repairing its reputation.

In periods of crisis, one of the severe consequences companies face is their short-term performance that translates to lower or receding

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sales. But it is the long-term consequence of brand image, brand attitude and perceived quality that companies need to act on to minimize negative impact.

However, a product failure or recall may not always spell the death knell for brand image as has been proven by Toyota whose targeted and effective communications with consumers have helped the brand bounce back even after expensive recalls and a seemingly endless public relations meltdown - thereby underlining the tremendous importance of branding.

Brands are the most valuable assets many companies possess for they are a promise to consumers and it is when companies focus on the delivery of those promises that their brand

equity is strengthened. In today’s world, brands are everywhere; they have become a familiar part of daily life for most people. Some of these are instantly recognizable and range from global icons and regional powerhouses to local, home-grown brands. According to Mike English, Director, Superbrands Middle East,“The multitude of brands is perplexing for consumers. With new brands being added to the market each and every day how does the consumer decide which brands are going to last and which brands stand above the rest?”

This is where Superbrands comes in. Globally recognised as being the international arbiter of excellence in branding, Superbrands identifies via independent consumer and business research - the biggest, best and most valued local and international brands within any given market.

“Superbrands analyses how brands promote themselves and how true is their ethos to true branding excellence,” explains Mike. “The consumer knows that when they see the Superbrands logo and seal, the brand displaying it is truly a great brand with reliable products and services.”

In order to be a true Superbrand, a brand has to have three attributes, he says.“Firstly, consumers

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Delivering on brand promises ◗◗ Continued from page 4 must feel comfortable with the brand; second, customers must trust the brand; and finally, the brand must always deliver what it promises.”

Ultimately, whether it is a local or a global brand, to be voted as a Superbrand is a “powerful endorsement and evidence for existing customers, potential customers, the media, suppliers, investors and employees of each brand’s exceptional status,” he adds.

The distinctive advantage that Superbrands brings to its winners in the UAE and other regions every year is due to the fact that Superbrands is the only truly international programme that recognises excellence in branding and is truly independent, says Mike English.

“Brands cannot apply to become a Superbrand - they are chosen by our voters,” he explains. “The USP is recognition by a jury of their peers.

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Sometimes it is difficult when working in isolation to get a proper perspective on your efforts.

Superbrands recognises and reinforces brands’ perceptions of their own efforts.”

As an independent organization that promotes the discipline of branding, Superbrands has “played a strong part in creating awareness about the whole branding process by identifying, recognising and rewarding branding excellence in the UAE since 2000,” says Mike. “There is currently a strong trend amongst brands in the UAE to adopt a more professional and consistent approach to branding. Consistency is the most important part of this as consumers get confused if this is not happening.

“We have also seen a lot of change in the way brands have been communicating with the customers, establishing stronger and faster rapport with their buyers,” he adds.

Yet, what are the main associations for customers when they see the Superbrands logo?

According to Mike English, “We commission research from time to time on just this question.

The latest research shows that when asked ‘When you see the Superbrands logo on a product, are

There is currently a strong trend amongst brands in the UAE to adopt a more professional and consistent approach to branding.

Consistency is the most important part of this as consumers get confused if this is not happening.

— Mike English

you more likely to buy that product?’ 81% of respondents answered ‘Yes’.”

However, there are no shortcuts to achieving the Superbrand status. “This year, the UAE had a

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Developing Centres of Excellence In Various Specialities NMC, UAE’s largest private healthcare provider named a Superbrand for two consecutive years NMC Healthcare is the largest private healthcare provider in the UAE, with an international network of hospitals consisting of over 40 healthcare facilities across 6 countries, catering to over 12 thousand patients a day, and employing over 1200 doctors who manage over 1000 beds in the network. NMC was founded by Dr. B. R. Shetty in 1975 and he continues to lead the company as the Executive Vice Chairman and CEO. From its inception over four decades ago, NMC has grown to become one of the most trusted healthcare brands in the UAE. Besides healthcare, the company is also one of the UAE’s largest distributors of pharmaceuticals, medical equipment and consumables, personal care, food and beverage, household care, education supplies, stationery and veterinary products.

NMC has developed centres of excellence in various specialities including cardiology, urology, orthopaedics, ophthalmology, dentistry, obstetrics, gynaecology, neonatology, ENT and surgery to offer the entire spectrum of

services related to these specialities. NMC is in the process of developing the centres of excellence for endocrinology, oncology and gastroenterology.

Most recently, NMC acquired 5 companies, Clinica Eugin, Europe’s leading fertility services provider; Fakih IVF Fertility Center, a leading Infertility, Gynaecology, Obstetrics, Genetics and IVF brand in the GCC; ProVita International, the market leader in long term critical care services in the UAE; Americare, a leading provider of home care services in the UAE and Dr. Sunny Healthcare, the largest primary healthcare provider in Sharjah. The latest addition in the chain is the 500-bed

multi super-specialty NMC Royal Hospital in Khalifa City, Abu Dhabi. NMC Healthcare has been recognised as one of the nation’s strongest brands by the Superbrands Council for two consecutive years. Superbrands is globally acclaimed for being an independent expert and arbiter of branding excellence and is committed to recognising exceptional brands while promoting the discipline of branding.

To be voted as a Superbrand for two consecutive years is a testimony to NMC’s pioneering efforts in the field of healthcare and serves as a badge of honor for being UAE’s trusted healthcare partner for more than 40 years.

“Their staff are knowledgeable about their products and customers also trust them.”

“Malabar Gold & Diamonds is definitely a brand we are very proud of,” he asserts. “They have established an incredible rapport with their customers, in a sector that is particularly challenging considering the caliber of competition.”

With the aim of establishing closer connections with Superbrands winners,

Superbrands will be launching a new communications channel in 2017 reveals Mike, this will be in addition to the very well received SBTV , the video version of the Tribute book spread, that has already attracted more than four million views on the YouTube channel.

“We have had a momentous year in 2016 with our winners and we hope 2017 will be another celebratory year for them,” he says. “We look forward to welcoming new brands next year.”

Delivering on brand promises ◗◗ Continued from page 6 shortlist of almost 1,400 brands. After the scoring was completed, only 62 became Superbrands.”

2016 marked the presence of several new entrants from very different sectors, each excelling in the industry with very strong branding strategies, he elaborates. “DAFZA, Kärcher (which has also been voted a Superbrand in Germany, their domestic market), Shakespeare and Co, and Merlin are just some of our first-time winners. The financial and medical sectors have also brought in new winners this time.”

At the 12th annual Superbrands tribute event held in May this year,‘Malabar Gold And Diamonds Group’ won the coveted ‘Brand of the Year’ award.

“It was their consistency in their branding approach and their adeptness in creating a brand positioning that appeal to their customers that made them the winner this year,” he explains.

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UAE Exchange Wins the Title of ‘Superbrand’ for the Eighth Consecutive Year UAE Exchange has emerged as one of the strongest brands in the country It is no secret that consistent business performances are a testimony of an organisation’s strong and significant progress towards success, customer loyalty and leadership position. And getting recognised for that commitment is a feather on the cap.

During the 12th Annual Superbrands Tribute held in Dubai early this year, UAE Exchange, the leading global remittance, foreign exchange and payment solutions brand, emerged as one of the strongest brands in the country. Recognised

and voted as a ‘Superbrand’ for the eighth consecutive year, the title was conferred after a meticulous criterion set by the Superbrands Council that comprised the brand’s supremacy in the market, longevity and customer loyalty.

“It is a delight to be honoured with the title year-on-year. The driving force for achieving optimum quality across our worldwide operations for the last 36 years has been our quest for excellence and passion to go that extra mile to be one step closer to our customers and partners. The award is also an encouragement for us to continue and reinforce are commitment towards offering innovative and customised services with greater convenience,” said Abdel Kareem, Country Head – UAE Exchange, UAE.

Headquartered in Abu Dhabi, the brand has spread its footprint worldwide with 800 branches across 31 countries in 5 continents. Strong correspondent banking relationship with 140+ global banks and smart technology add to its might. Over 9000 professionals, representing 40+ nationalities, strive to achieve excellence and bring delight to more than 13.2 million customers across the geographies.

Known for its customer centricity and business excellence, UAE Exchange has also been conferred with various accolades including the Dubai Quality Gold Award, International Business Excellence Award and Great Place to Work Award. It is also an ISO-certified brand and member of prestigious global associations.

Innovation is the cornerstone for Al Rawabi

We listen to the needs of our consumers, and meet their demands by responding with innovative products that satisfy those needs Driving four-times Superbrands winner Al Rawabi Co. LLC to its number one market leadership position in the UAE is its adherence to the principle of innovation, says Dr. Ahmed Eltigani A. Raheem Al Mansouri, CEO of the company.

“Innovation is at the core of everything that we do. We also listen to the needs of our consumers, and meet their demands by responding with innovative products that satisfy those needs,” he elaborates.

“Despite entering the dairy scene in 1989 when our competitors were established players in the market, Al Rawabi managed to carve a niche for itself early on with several firsts to its credit,” he says. “For instance, Al Rawabi was the first company to introduce milk in plastic bottles in the UAE in 1992 - until then, they were sold in tetra packs; the first to launch family size two-litre, three-litre and one gallon milk bottles; and the first entrant in the fresh juices category - at a time when long-life juices dominated the market.”

To keep up with consumers’ demands, Al Raw-

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Dr. Ahmed Eltigani A. Raheem Al Mansouri, CEO abi introduced Nutree Boost in 2012. Created specifically for those who skip breakfast, this 100ml drinking yogurt concept enriched with laban, oats, fruit and vitamins can take you through the morning besides providing all of your nutrition requirements, and was developed with a research team from the University of Helsinki, says Dr. Al Mansouri.

“Of late, health and well-being are the most important concerns of our consumers, and we are focusing on functional products that promote a healthy lifestyle,” he adds. “It was to specifically address a key health concern of the UAE that we launched Supermilk in 2014. Statistics reveal that 78 per cent of the UAE population is deficient in Vitamin D, and Supermilk is the country’s first fresh milk product with added multivitamins (Vitamins D, B12, A and E, calcium and folic acid).”

Earlier this year, Al Rawabi also introduced the Vitamin D milk which promotes healthy bones,

muscles, and reduces fatigue. A 250ml bottle contains 2000 IU of Vitamin D which is the daily requirement of an adult, he explains.

“Currently, there is a strong interest for products that offer health benefits and we are working on a product for diabetics and another to counter obesity which will contain finomate, an indigenous South American plant that is a natural weight management solution. A dairy product for those with hypertension will also be introduced early next year,” he adds.

With many local and international awards under its wing, Al Rawabi is particularly proud of its Superbrand status. According to Dr. Al Mansouri, “It is an honor to be recognized as one of the most valuable brands in the region. It is an evidence of trust that our customers have placed in us and is also indicative of the leadership role we have been taking in launching innovative products in the region.”

Lulu Exchange: Valuing Your Trust Lulu Exchange aspires to enhance customer convenience through provision of a one-stop shop for financial transaction demands Lulu Exchange is a leading worldwide foreign exchange and remittance company, with a network of over 130 stores across nine countries.

The first branch of Lulu Exchange was opened in Abu Dhabi in 2009, and the company has since then made great progress to enhance the range of services offered.

Being awarded the 2016 Superbrands status not only underscores the young organization’s efforts to deliver excellence in financial services, but also reinforces its ongoing success in the region.

Lulu Exchange aspires to enhance customer convenience through provision of a one-stop shop for financial transaction demands. The business strategy involves a tactical combination of customer-centricity, process convenience and technology driven.

Aiming to deliver superior service quality at every consumer touch-point, LuLu Exchange

provides a wide range of money transfer services to meet all customer needs. One of Lulu Exchange’s premier products ‘Lulu Now’, which allows immediate credit to designated bank accounts instantly, is a testimony of the organization’s commitment towards innovation that delights customers.

Besides remittances, customers can exchange

foreign currency at competitive rates and avail other value added services like the purchase of national bonds and mobile top-up for their home country, among others. The organization also offers its customers the Gold Card, which allows them to obtain a host of benefits at Lulu Exchange bureaus, and discounts at various shopping and hospitality partners.

High-Quality Standards and Technological Innovation at Core of Kärcher’s Progress Kärcher’s quick progress in the region is due to its commitment to highquality standards, environmental sustainability, and efficiency all powered by technological innovation For 38 years, Kärcher’s innovative cleaning technology solutions have delivered high-quality machines for various industrial and home uses in Dubai. Since 1978 when Sedana Trading introduced brand Kärcher to the UAE market, the company’s footprint has grown in the UAE, GCC, and Middle East. Kärcher’s popularity in the UAE market grew leaps and bounds in the early years that by 1998, the company opened its Middle East headquarters in Jebel Ali. Kärcher Middle East (ME) began with a small team of just three people including Mr. Richard Nouira who is now Kärcher ME’s Managing Director.

Since its opening 18 years ago Kärcher ME now has 83 employees and provides operational support such as customer service support, sales, and after sales to the region.

Initially focusing on the automotive and construction industries, and on the promotion of high-pressure cleaners in the Middle East, Kärcher now caters to a variety of industries, and home needs across the region by supplying highly efficient, effective, and sustainably built comprehensive cleaning solutions, some of which are fine-tuned to deal with the regions

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Karcher Dubai wins Superbrand 2016 challenges such as fine-particle dust. Today, Kärcher’s cleaning solutions have become a household and industry standard which has prompted the company to open 20 centres across the region by 2020.

Kärcher’s quick progress in the region is due to its commitment to highquality standards, environmental sustainability, and efficiency all powered by technological innovation created by the company’s 900 strong R&D staff.

Persistence in technological innovation has won Kärcher numerous awards including being recognized as a UAE Superband 2016.

Long standing and Successful history Being awarded the Superbrands status for seven consecutive years, Al Rostamani Group has added another milestone to the Group’s longstanding and successful history Al Rostamani Group is one of the largest and oldest business conglomerates in the United Arab Emirates. Founded in 1957 by the late Mr. Abdulla Hassan Al Rostamani, the Group has a diversified portfolio of businesses including trading, automobiles & heavy equipment, travel, foreign exchange, financial services, property development, contracting, infrastructure development and information technology services. Governed by the core values of Commitment, Care and Vision the group fosters diversity and is poised for further growth.

The Group has actively expanded its portfolio to include companies across a range of diverse industries which are represented by the following companies: Abdulla Al Rostamani Properties, Al Rostamani Capital, Al Rostamani Communications, Al Rostamani Enterprises, Al Rostamani Global Solutions, Al Rostamani Industries, Al Rostamani International Exchange, Al Rostamani Pegel, Al Rostamani Trading Company, Al Rostamani Travel and Holidays, Central Trading Company, Dubai International Securities, Emirates Electrical Engineering and United Diesel.

The strength of the Group is also due to its successful ability to forge longstanding alliances, ventures and dealerships with leading worldwide organizations such as Michelin, Castrol, Suzuki, Renault, UD Trucks(Nissan Japan), Tata Buses & Trucks, NEC-Philips, Avaya, AlcatelLucent, Blue Star, Forch, Federal, Disneyland Paris, Thomas Cook NRI, Rail Europe and Globus to name a few.

Being awarded the Superbrands status for seven consecutive years is a great achievement and adds another milestone to the Group’s longstanding and successful history.

The Group’s success in achieving Superbrands status for seven consecutive years (2010-2016) is attributable to the visionary leadership of the Chairman, Mr. Marwan Al Rostamani and Vice-Chairman, Mr. Hassan Al Rostamani in driving business excellence, growth opportunities, customer care, and nurturing and developing its employees.

Dulsco continues its Superbrands success story…

Dulsco today operates as a full service HR solutions and waste management solutions provider and addresses the needs of several vertical industries Since 1935, Dulsco as a company has grown into becoming one of the most respected brands in the UAE and the region. Dulsco is one of the very few Emirati B2B brands to enter the Superbrands list for the second consecutive year. The group has built the brand by keeping a very high focus on CSR. “Dulsco today operates as a full service HR solutions and waste management solutions provider with employee strength of over 12,000 and addresses the needs of several vertical industries. The Superbrands status is a great win for Team Dulsco, as this definitely boosts the confidence of the employees who are relentlessly working hard on a daily basis. As we win and continue growing our business, we will continue to give back to the society in whatever way we can,” said Abdul Aziz Mohammed Khan Abdulla, Chairman, Dulsco.

THINGS YOU DIDN’T KNOW ABOUT DULSCO • Ports across the UAE and Qatar have trusted Dulsco as their preferred HR solutions partner.

• Dulsco provides Human Resource and Waste Management Solutions to seven of the international airports in UAE and Qatar.

• One of the few companies running its own Materials Recovery Facility to ensure maximum waste diversion from landfills.

School built by Dulsco in Narayanpur, Nepal • Dulsco is the only service provider to work with over 75% of the hospitality and manufacturing industry in Ras Al Khaimah.

• Received recognition from Tadweer CWM for creating one of the most eco-friendly stand at EcoWaste 2016. Flooring made from plastic bottles, seats made from tyres and tables made from newspapers attracted the attention of the exhibition visitors.

• Instrumental in steering thought leadership discussion forums on relevant topics such as employee engagement, safety best practices, sustainable waste management in association with government bodies and industry leaders.

• Ranked among the “Great Places to Work” in the UAE in 2011, 2012, 2013 and 2016 by the Great Place to Work Institute.

• Awarded Dubai Chamber CSR Label 2015.

• Built a school in Narayanpur, Nepal, in association with Dubai Cares as part of its CSR initiatives

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Stands Tall in the Industry Reaching out to the community to extend Holisitic Healthcare in the most efficient manner has been LIFE’s forte Backed by over two decades of experience in Healthcare retail industry, LIFE Pharmacy is the largest and most customer oriented independent chain of pharmacies catering to over 10 million average annual walk-ins through its 150 outlets consisting of standalone pharmacies, healthcare hypermarkets, health & wellness stores across U.A.E. Today, the organization stands tall in the industry with a team of over 1,000 professionals to guarantee extraordinary retail experience to customers through personalized services that result in customer loyalty.

CATEGORIES & SERVICES LIFE Pharmacy is known for its socially committed retailing practice offering exclusive world class brands and products in varied categories and assures greater accessibility of healthcare products and services at competitive prices.

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Medicines Vitamins & Supplements Fitness & Sports Nutrition Skin & Beauty Care Mother& Baby Care Specialty Home care Orthopedics & Rehabilitation Homeopathy medicines Optics and much more.

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LIFE’s line of business facilities/services include: • 24 Hours Free Home Delivery: Medicines are delivered at the doorstep, round-the-clock offering convenience to customers.

• Home care Rental: First healthcare retailer in introducing Specialty Home Care Rental for customers adding more value to LIFE experience.

• Drive-Thru Pharmacy: First to introduce this service in the Middle East • Free Health Screening: Customers can avail free health screening including blood pressure, blood sugar, BMI, Skin & Hair Analysis, etc.

• Drug Information: Innovative and informative, this facility provides information on the proper usage of medicines, dosage, indications and interactions, etc.

• Health Notes Kiosk: An interactive touch screen that displays useful information on drug interactions, diet and lifestyle.

ACHIEVEMENTS Relentless efforts and exceptional service has earned LIFE the reputation of a leader in retail pharmacy industry. The hard work in areas like healthcare, nutrition, personal care & beauty, in a warm, friendly and efficient environment has paid off with numerous awards and accolades.

LIFE achieved the coveted Superbrands status successfully for the past 6 consecutive years in 2011, 2012, 2013, 2014, 2015 and 2016 as well.

LIFE was awarded at the Retail ME Awards in the category of Healthcare & Beauty for 2011, Most

Admired Store Manager for the year 2012, Most Admired Retail Pharmacy for the consecutive years 2013, 2014 and 2015.

RECENT DEVELOPMENTS Reaching out to the community to extend holistic healthcare in the most efficient manner has been LIFE’s forte from the time of inception. A lot of thought has gone into rendering utmost customer satisfaction in retailing services beyond expectations.

LIFE at Abu Dhabi and Northern Emirates: LIFE is expanding rapidly into all Northern Emirates, including RAK, Fujairah and extensively in Abu Dhabi (AUH). As a part of this, LIFE opened anchor stores with size of 10,000 sq ft at Dalma Mall in AUH and many more are planned for this year.

LIFE at shopping malls: In 2016, LIFE marked its presence extensively across shopping malls in the UAE and opened several fully operational stores apart from Dalma Mall adding more convenience to customers through value-added services and a wide basket of products. Some of the landmark stores opened recently are at City Centre Deira, Al Ghurair Centre, Ibn Battuta Mall, Dragon Mart 2, Al Ain Mall; many more are in the pipeline.

Being creative and a leader in unique and innovative concepts, LIFE would like to be known as the number one in the area of healthcare retail segment. www.life-me.com facebook.com/lifepharmacyme