DUBAI: Landor, a global leader in brand consulting and design, co-hosted an exclusive event this week in Dubai with The Marketing Society addressing the value and power of brand – an asset that can represent up to 30 per cent of business value (source: S&P 500, BrandZ, Landor Analysis). The event took place at the city’s Capital Club in DIFC and attracted an audience of senior marketeers from across the region.
Nick Cooper, Executive Director – Global Insights and Analytics at Landor provided an overview of the strategic importance of brand assets and how effective analysis can provide organisations with greater confidence and certainty when investing to drive tangible, financial results.
A panel discussion and Q&A featuring Emma Beckmann, President CEEMEA at Landor; Rami Zahran, CMO, Saudi German Hospital; Ross McAuley, Acting CMO, Al Tayyar Travel Group; and Dan Taylor, VP Brand and Marketing, RAK Tourism explored various topics including the importance of brand names and potential conflicts with competitors, brand rejuvenation, objectivity over subjectivity as well as the paramount importance of thorough consideration of the consumer in any strategic brand decision.
Commenting on the topic, Mariagrazia De Angelis, General Manager at Landor, in Dubai said: “What we are witnessing is that clients want a lot more certainty when they decide to invest money in any aspect of their brand. Ultimately, we have seen through our research that brands can be responsible for up to 30 per cent of a business’ value, which means you need to consider your brand portfolio very closely and make sure that you’re doing regular valuations of their overall health, performance and financial impact.
“It’s crucial that in any process of evaluation and strategic planning that brand managers and senior decision makers keep an eye on the long-term goals of the business. So often we are absorbed in short-termism, focusing on daily and weekly targets in terms of ROI and KPIs – but it’s so important to step back and rationalise where you are focusing your efforts when it comes to investing in your brand and to make sure you do regular spring cleans – after all, brands are expensive to maintain to really need to deliver their worth.”
Established in 1941 by Walter Landor, Landor helps its clients build agile brands that thrive in today’s dynamic and disruptive marketplace. In the Middle East region, some of its most notable clients include Dubai Airports, Etihad Airways, Alawwal Bank, NEOM, Riyadh Development Authority and SAGIA (Saudi Arabia General Investment Authority). PR
