Dubai Chamber workshop focuses on building successful brand

The workshop, attended by business owners and senior managers, was conducted by Aubrey Ghose, CEO, founder and owner of Ais>Brandlab who enlightened the gathering with the four modules of what makes a great brand; designing successful brands, maintaining and protecting your brand, and understanding the role of leadership in branding. The training session included presentations, reviews of best practices and case studies, review of tools, and group discussions.

Aubrey stated the business community in the UAE and throughout the Middle East is more focused on branding then they have been in past years as most senior executives now understand that a brand is the very essence of a business.

He also pointed out that business leaders throughout the region are now far more aware of the importance and impact of branding as a tool to increase market share for their business. "Increasingly we are seeing that business owners are becoming more focused on building the long term strength of their business through its ability to create "life time loyalty" with a focus on growing market share, then making quick gains in profitability. This is a trend we are seeing across most sectors and around the globe," added Aubrey.

Dr Belaid Rettab, Senior Executive Director, Economic Research and Sustainable Business Development Sector, Dubai Chamber, informed that this training workshop is aimed at supporting the business owners and managers to enhance their knowledge about branding while ensuring the continuity of their customers' loyalty towards their businesses.

The Business Support Department, which organised the training at Dubai Chamber, works to improve the business environment and to provide business support services by organising seminars, roundtables, training workshops, besides providing business counseling and credit rating services.