Jacky's named a UAE Superbrand

Jacky's is one of 50 companies in the UAE that were awarded 'Superbrand' status by the Superbrand Council - a ten-member group made up of eminent figures from the world of branding.

While there is no simple formula for becoming and remaining a Superbrand, as Mike English, Chairman, Superbrands Council, says in Superbrands - the book that provides an overview of the 50 UAE Superbrands - he believes that the single most important quality that it takes to become a Superbrand is trust.

"The trust that has been built up over the years between the brand and the consumer is what makes the consumer keep on buying the product and trust is built by the brand delivering on its promises time after time after time," he said.

For Jacky's the nomination as a UAE Superbrand is a much-valued public recognition and a validation of the company's commitment to delivering to local consumers top quality products from the world's best manufacturers combined with first-rate service - both before and after sales, said Soni Tolani, Executive Director, Jacky's.

This corporate commitment is also reflected in Jacky's new positioning statement: Leadership through values. "Jacky's core values - reliability and quality - are based on customer requirements of honesty and professionalism. By adopting these values we have set ourselves up as retailers that constantly strive for consumer satisfaction, and not one that is merely interested in 'closing the deal'," he said.

He added that Jacky's focus on quality and reliability is also an indication of the company's long-term vision and commitment to serving the needs of the resident community. The company has also run campaigns to support the interests of the community, such as the recent Ramadan promotion which raised thousands of dirhams for the Al Noor Training Centre for Children with Special Needs.

Jacky's, which has its origins in a mail order business, established in Hong Kong in 1970, set up its first office in Dubai's Al Nasr Square in 1985 for its tax and duty free mail order business. In the three decades since its founding Jacky's scope of business has grown tremendously to today including wholesale import and export, logistics, distribution and internet services.

New divisions have been created to manage additional business streams, such as the office automation, security products, internet services, digital printing and the home appliances divisions - the latter which also looks after the Jacky's own brand of domestic appliances, Venus, which was launched a decade ago.