by Sara O’Hara, head of group communications, Al Ghurair Investment
Historically, the concept of ‘branding’ was considered a necessary – and often tactical – exercise undertaken by companies in response to changing consumer behaviours – driven by a desire to build and sustain customer loyalty, to feed the bottom line. However, in recent years, the approach to branding has evolved exponentially, with purpose and alignment to broader global interests increasingly built into brand strategies. In the United Arab Emirates, ‘branding’ has evolved to accommodate the government’s ambitious initiatives and its leaders’ visionary plans. Indeed, the country itself has become an except
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