Adaptation is key to success for regional brands, say marketeers

Barry Gray, publisher of the region's only dedicated marketing magazine Gulf Marketing Review, said: "Major international brands have a head start: they can tailor their offering, which has been developed around the globe, to the relevant marketplace."

"Locally developed brands come in at something of a disadvantage to multinational corporations. They have no global experience, so have no track record, consumer feedback, less financial backing, and tend to be smaller and leaner organisations."

"As a result, it's an enormous achievement to take on - and sometimes beat - these global companies and brands. To gain this level of success is an amazing achievement, to do so as some have in a matter of years is worthy of recognition."

Gray was speaking in the lead-up to the Gulf Marketing Review 10th Anniversary, Gulf Brands of the Decade Awards, to be held in November, which will recognise the achievement of regional brands over the past decade.

Omer Ghani, director of sales and marketing of CNBC Arabiya, one of the two main sponsors of the award ceremony, applauded the impressive development of GCC brands over the last decade.

He said: "Local brands have overcome tremendous odds in terms of resources and experiences, and what were once deep consumer prejudices against homegrown products and services."

"Today the environment has been transformed and we see local and regional brands that have built astonishing brand equity with sophistication, marketing savvy and a deep understanding of their audiences."

"As a business news medium, we believe that the support of regional GCC and Middle East brand development is a critical activity and we are delighted to be part of these awards. By highlightinge the efforts of local and regional corporations to build indigenous brands, the awards are helping to recognise these achievements."

Shane O'Hare, head of marketing for event co-sponsor, Gulf Air, added: "Brand strategy needs to be a core component of the overall business strategy. So the total customer experience has replaced traditional in-your-face advertising as the most efficient brand-builder.

"Brand management isn't just about creative expression: it demands the same rigorous analysis and quantification as any other asset in the company."

The international research company Ipsos-Stat has been commissioned to put each nominated brand through a rigorous examination, before the panel of expert judges makes its final decisions.

The independent judging panel includes: Lance de Masi, president of the American University of Dubai; Khamis Al Muqla, chairman and managing director of Gulf Saatchi & Saatchi; Talal Dhulaymi, chairman of the Gulf Advertising Association; Salah Nasser Al-Jasser, general manager of media affairs at Saudi Telecom; Tim Ellett, former managing director of Landor Associates; and Dr Mohsen Aboulnaga, associate professor of Dubai University College.

The GMR 10th Anniversary, Gulf Brands of the Decade Awards cover 10 categories - as well as a Marketeer of the Decade award - including finance, FMCG, shopping malls, duty free, e-commerce, tourism, and media and advertising. The gala dinner will take place at Madinat Jumeirah in Dubai on November 30.