Dubai Bank is a Superbrand 2007 for third consecutive year

This also, significantly, marks the first occasion it has received the award after its conversion to a Shari'a Compliant bank at the beginning of this year.

Superbrands book pays tribute to the strongest brands in the United Arab Emirates. Brands that have attained Superbrands Status have been selected from the brands most highly rated by the independent Superbrands Council, from a list of over 3,000 active brands throughout the country. The Council consists of eminent figures in the world of branding and every Council member has a deep appreciation of what constitutes a great brand.

Abdulaziz Al Muhairi, Board Member and Chief Executive Officer of Dubai Bank said:

'It's with pleasure that we receive this award for the third year. This achievement reflects our success in maintaining the same strong brand even after converting into a Shari'a complaint bank and changing the Arabic name. This is an achievement which will be proudly added to the list of other records reached by Dubai Bank, among which was the completion of the conversion in a record time of 6 months only.'

'The financial services market is increasingly competitive. Brand reputation, intelligent marketing, high levels of customer service, product innovation and value are key to protecting and gaining market share. Dubai Bank succeeds in all of these areas, its foremost strength however is its simple and straightforward approach to customers,' said Mike English, Director of Superbrands Middle East and North Africa, 'This applies to the marketing activities which the brand undertakes and the way that its staff, be it personal bankers or call centre based customer support communicate at an individual level with consumers. In addition the brand has resisted the temptation to be a 'Jack of all trades' and remained focused on its core areas of expertise ensuring its staff are amongst the most helpful and knowledgeable in the industry.'

Al Muhairi also stated that the brand has significantly contributed to the increasing customer base through the wide awareness it created among the public.

'Dubai Bank has managed to establish a very strong brand since its inception in 2002. A brand that is not only associated with the quality services provided by the Bank to the public, but also an icon that's associated with Dubai's success. Today, our brand still carries the same value, but added to it is the Shari'a compliance element. After the completion of the conversion, Dubai Bank brand has been slightly modified, though did not compromise any of the qualities it holds thus the quality of products and services provided by Dubai Bank presented by it', Al Muhairi went on to say.

Al Muhairi also explained that Dubai Bank's brand development process passed through a strict checklist of qualities; friendliness, uniqueness, modernity, and yet Shari'a values-reflection are merely a few elements that were considered at the time of developing the identity.

Although Dubai Bank's brand value has significantly increased over the past few years, the mileage it has gained presents only the beginning of a journey that promises to be full of other record achievements in different fields.