FINE stresses on building emotional value as key to successful branding at Loyalty Middle East Conference

Janho was participating in a panel discussion on 'Branding, emotional connections and customer loyalty' in his capacity as a regional branding expert and innovator, at the conference held at the Shangri-La Hotel in Dubai.

FINE is a regional brand that has successfully built a hygienic paper empire in the Middle East and Africa region, winning several accolades and prestigious brand awards for its expertise in brand promotion and loyalty management.

Speaking at the panel discussion, Janho stated, "In a me-too market, customer loyalty entails building emotional bonds that transcend products. This involves building measurable brand equity, and developing a set of benchmarks to gauge return on brand investment. Lasting customer loyalty requires being continuously relevant at an emotional platform to evolving consumer habits and sending out the right message to them using various brand interaction techniques. One such value adding innovation that built interaction with the end-user recently was the SteriPro process, which ensures that every FINE tissue is sterilized before packing."

"Customer satisfaction entails more than merely meeting consumer requirements. Today's consumers are discerning individuals that have more product information, choice and buying power than ever before. Every attempt must be made to surpass the ordinary in an attempt to delight the customer. Delight wins loyalty, while need satisfaction wins mere complacence. At FINE, we are continuously adapting in order to improve our end products for consumers. Brand power and consumer loyalty both stem from continuous innovation and interaction. There is no end line for improvement in the battle for consumer hearts and minds," said Janho.

The Loyalty MENA conference is the only strategic conference in the MENA that discusses the importance of customer loyalty and provides new directions and innovative ideas on the topic.

"This conference, the first of its kind in the region is an excellent opportunity for brand leaders to share ideas and discuss pertinent issues. Customer loyalty is becoming increasingly important and is a key requisite for companies and brands to achieve financial success,"

added Janho.

FINE, market leaders in the Middle East hygienic paper industry, are not first time participants in specialized conferences. Peter Janho also recently contributed his branding expertise at the Brand Manager Forum 2005.