Sheikh Mohammed bin Rashid, Vice President and Ruler of Dubai, launched the unified industrial brand identity under the Make it in the Emirates slogan. Wam
Sheikh Mohammed bin Rashid, Vice President and Ruler of Dubai, launched the unified industrial brand identity under the Make it in the Emirates slogan. Wam
Sheikh Mohammed bin Rashid, Vice President and Ruler of Dubai, launched the unified industrial brand identity under the Make it in the Emirates slogan. Wam
Sheikh Mohammed bin Rashid, Vice President and Ruler of Dubai, launched the unified industrial brand identity under the Make it in the Emirates slogan. Wam

Make it in the Emirates brand can deliver sizeable returns, experts say


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A major campaign such as Make it In the Emirates, the new slogan for the unified industrial brand identity of the UAE, and part of the Operation 300bn strategy, can deliver significant returns, branding experts said.

“They [brand identity campaigns] do work if you hit them right and you get that message across,” said John Brash, the founder and chief executive of Dubai-based consultancy Brash Brands.

The Make it in the Emirates brand is an extension of the UAE Nation brand whose aim is to encourage “local and international investors, innovators and developers to benefit from the facilities and incentives offered by the country’s industrial sector”, according to a statement announcing the strategy.

The strategy aims to more than double industry's contribution to the UAE's economy to Dh300bn by 2031, from Dh133bn currently.

Make it in the Emirates aims to create a sense of pride in locally made products, so that the Made in UAE label on a product motivates people around the world to buy it for its superior quality.

Mr Brash, whose agency created the Downtown Dubai brand identity for Emaar Properties, points to the 2012 Great Britain campaign created to promote UK businesses, universities and tourism destinations as an example of the type of results that can be achieved.

It involved a considerable investment – of £113.5 million ($157.2m) from 17 government departments and more than 350 public and private sector partners, which was mainly spent on advertising in 144 different countries.

It delivered a 10-fold return to the UK economy of £1.2 billion, according to Radley Yeldar, the agency that created it.

“It was highly successful. And Operation 300bn could have an even greater impact,” he said.

Make it in the Emirates goes beyond the “quality stamp” approach many nations use when promoting domestic products or industries, said Mr Brash.

“It is a statement of purpose. It invites companies, inspires entrepreneurs and implies success on a personal, human level, as well as an industrial one.”

A successful brand identity campaign “is always supported by a unique, differentiated and authentic story that avoids stereotypes and manages to own a relevant and emotional territory in its consumers’ minds”, said Nancy Villanueva, Iberia and Middle East chief executive for consultancy Interbrand.

“We like to remind our clients that brands today are defined by the ‘why’ behind the ‘what’.”

To provide that authenticity, a campaign should have a single-minded purpose and narrative that is communicated across all channels, according to Steve Haysom, chief executive of Dubai brand consultancy Omnia.

“Case studies showcasing people, places, products, innovation, passion, service and dedication would be a great place to start,” said Mr Haysom.

Campaigns such as this also require consistent communication detailing policies, opportunities and regular milestones, said Ramesh Menon, chief executive of branding and marketing agency Brandform.

“What we are seeing here is a ‘movement’ that will change the way the region is perceived from a global capability standpoint. And that takes time,” said Mr Menon.

Comment: UAE is focusing on the future with $80bn manufacturing boost

Company profile

Name: Dukkantek 

Started: January 2021 

Founders: Sanad Yaghi, Ali Al Sayegh and Shadi Joulani 

Based: UAE 

Number of employees: 140 

Sector: B2B Vertical SaaS(software as a service) 

Investment: $5.2 million 

Funding stage: Seed round 

Investors: Global Founders Capital, Colle Capital Partners, Wamda Capital, Plug and Play, Comma Capital, Nowais Capital, Annex Investments and AMK Investment Office  

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Intellectually curious and thought-provoking, Tonight’s Chat moves the conversation forward.

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Sole survivors
  • Cecelia Crocker was on board Northwest Airlines Flight 255 in 1987 when it crashed in Detroit, killing 154 people, including her parents and brother. The plane had hit a light pole on take off
  • George Lamson Jr, from Minnesota, was on a Galaxy Airlines flight that crashed in Reno in 1985, killing 68 people. His entire seat was launched out of the plane
  • Bahia Bakari, then 12, survived when a Yemenia Airways flight crashed near the Comoros in 2009, killing 152. She was found clinging to wreckage after floating in the ocean for 13 hours.
  • Jim Polehinke was the co-pilot and sole survivor of a 2006 Comair flight that crashed in Lexington, Kentucky, killing 49.
ABU DHABI TRIATHLON

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Friday's schedule at the Etihad Airways Abu Dhabi Grand Prix

GP3 qualifying, 10:15am

Formula 2, practice 11:30am

Formula 1, first practice, 1pm

GP3 qualifying session, 3.10pm

Formula 1 second practice, 5pm

Formula 2 qualifying, 7pm

RESULTS

6.30pm: Longines Conquest Classic Dh150,000 Maiden 1,200m.
Winner: Halima Hatun, Antonio Fresu (jockey), Ismail Mohammed (trainer).

7.05pm: Longines Gents La Grande Classique Dh155,000 Handicap 1,200m.
Winner: Moosir, Dane O’Neill, Doug Watson.

7.40pm: Longines Equestrian Collection Dh150,000 Maiden 1,600m.
Winner: Mazeed, Richard Mullen, Satish Seemar.

8.15pm: Longines Gents Master Collection Dh175,000 Handicap.
Winner: Thegreatcollection, Pat Dobbs, Doug Watson.

8.50pm: Longines Ladies Master Collection Dh225,000 Conditions 1,600m.
Winner: Cosmo Charlie, Pat Dobbs, Doug Watson.

9.25pm: Longines Ladies La Grande Classique Dh155,000 Handicap 1,600m.
Winner: Secret Trade, Tadhg O’Shea, Ali Rashid Al Raihe.

10pm: Longines Moon Phase Master Collection Dh170,000 Handicap 2,000m.
Winner:

The specs

Engine: 6.2-litre V8

Power: 502hp at 7,600rpm

Torque: 637Nm at 5,150rpm

Transmission: 8-speed dual-clutch auto

Price: from Dh317,671

On sale: now

COMPANY PROFILE
Name: Kumulus Water
 
Started: 2021
 
Founders: Iheb Triki and Mohamed Ali Abid
 
Based: Tunisia 
 
Sector: Water technology 
 
Number of staff: 22 
 
Investment raised: $4 million 
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The biog

Favourite books: 'Ruth Bader Ginsburg: A Life' by Jane D. Mathews and ‘The Moment of Lift’ by Melinda Gates

Favourite travel destination: Greece, a blend of ancient history and captivating nature. It always has given me a sense of joy, endless possibilities, positive energy and wonderful people that make you feel at home.

Favourite pastime: travelling and experiencing different cultures across the globe.

Favourite quote: “In the future, there will be no female leaders. There will just be leaders” - Sheryl Sandberg, COO of Facebook.

Favourite Movie: Mona Lisa Smile 

Favourite Author: Kahlil Gibran

Favourite Artist: Meryl Streep

While you're here
The specs: 2018 Mercedes-AMG C63 S Cabriolet

Price, base: Dh429,090

Engine 4.0-litre twin-turbo V8

Transmission Seven-speed automatic

Power 510hp @ 5,500rpm

Torque 700Nm @ 1,750rpm

Fuel economy, combined 9.2L / 100km

Thank You for Banking with Us

Director: Laila Abbas

Starring: Yasmine Al Massri, Clara Khoury, Kamel El Basha, Ashraf Barhoum

Rating: 4/5

UAE currency: the story behind the money in your pockets
SCHEDULE

December 8: UAE v USA (Sharjah Cricket Stadium)

December 9: USA v Scotland (Sharjah Cricket Stadium)

December 11: UAE v Scotland (Sharjah Cricket Stadium)

December 12: UAE v USA (ICC Academy Oval 1)

December 14: USA v Scotland (ICC Academy Oval 1)

December 15: UAE v Scotland (ICC Academy Oval 1)

All matches start at 10am

 

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The specs: 2019 Audi A7 Sportback

Price, base: Dh315,000

Engine: 3.0-litre V6

Transmission: Seven-speed automatic

Power: 335hp @ 5,000rpm

Torque: 500Nm @ 1,370rpm

Fuel economy 5.9L / 100km

UAE currency: the story behind the money in your pockets
MATCH INFO

Champions League quarter-final, first leg

Ajax v Juventus, Wednesday, 11pm (UAE)

Match on BeIN Sports

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