EMSTEEL, the UAE’s largest publicly listed steel and building materials company, which was previously referred to as Emirates Steel Arkan, has spoken to Campaign Middle East about the strategy behind its complete rebrand.
Part of a broader brand strategy to accelerate its operational transformation and extend its global presence, the new brand identity and operating model were officially launched at an event in Abu Dhabi attended by high-ranking dignitaries and more than 400 customers, partners and employees.
Speaking to Campaign Middle East, Eng. Saeed Ghumran Al Remeithi, Group CEO, EMSTEEL, said, “The unveiling of our new brand identity and operating model marks a milestone in our evolution, a
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