IIR awards "The World" as GCC's Most Recognized Brand of 2007

The award, which recognizes outstanding achievements of GCC brands, was given presented by an international panel of branding experts to the Nakheel's GM of Marketing - Bassem Berbari and Adnan Dawood - Brand Manager for The World at Nakheel.

The World, which quite literally has put Dubai on the global map in a span of 4 years, is a set of 300 islands in the coastal waters of Dubai. Over the years the brand has evolved into a unique luxury brand where the marketing process is now driven strictly by an invitation to buy on The World. Every year celebrities, businessmen, royalty and even ordinary folks are sent 'The Invitation To Own The World' which is the first step in qualifying to own an island. This process has been so successful that Nakheel claims it has sold 40 islands so far this year.

Kosta Petrov, conference organizer for the Brand Manager Forum said, "It is a delight to see a Dubai brand become a globally aspirational brand. Every time I travel oversees, when people know I am from Dubai, they ask about The World - they are absolutely fascinated by it."

Around 30 GCC brands were shortlisted and evaluated by IIR's panel of brand experts, many of whom have flown in to speak at the conference. Criteria included global recognition, aspirational value and desire to connect with the brand, unique tactics and innovations, successful positioning, creating brand equity and sales.

Started 4 years ago, the Brand Manager Forum attracts branding and marketing professionals from across the region and has become the industry event on branding. This year's event has seen 80 delegates come to Dubai to hear several experts speak on branding.