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Branding takes centrestage.

Byline: Times

MUSCAT Eoe1/4" Muscat is gearing up for the Smart Manufacturing Conference scheduled for December 7 at the Grand Hyatt Hotel here.

Backed by some of OmanEoe1/4aos best known industrial brands, the Muscat-based Smart Manufacturing Conference, now in its fourth year, is designed specifically to bring together manufacturers and those connected to the sector.

Eoe1/4EoItEoe1/4aos all about key industrial stakeholders coming together, debating and networking. ThereEoe1/4aos no other such forum in the country,Eoe1/4A[yen] says Ibtisam Al Faruji, director of Marketing at the Public Establishment for Industrial Estates (PEIE) and organiser of the Smart Manufacturing Conference.

Among the topics of discussion for this yearEoe1/4aos conference is branding.

Al Faruji is keen to point out how many local manufacturers are now focusing on branding. Indeed, recent Origin Oman research suggests that many local manufacturers understand that by investing in design, public relations, web innovation and communication, they can move their operations to the next level.

Success or failure

How a business, product or service is branded plays a major role in whether it succeeds or fails. Eoe1/4EoLetEoe1/4aos be honest, a brand isnEoe1/4aot a logo, itEoe1/4aos your ethics and persona. ItEoe1/4aos your story. This includes your style of design, your execution of that design, your attitude, your marketing, your internal policies and your business process,Eoe1/4A[yen] says His Highness Sayyid Faisal Al Said, CEO of Brand Oman Management Unit (BOMU).

Eoe1/4EoBranding helps a manufacturer develop a unique identity which further allows them to compete in tough marketing conditions and to bond with their customers. ItEoe1/4aos of critical importance and many local manufacturers are making great progress in this area,Eoe1/4A[yen] adds Sayyid Faisal.

According to Ernst & Young, up to 40 per cent of a companyEoe1/4aos market value is based on intangible assets Eoe1/4" the emotional and psychological factors that enable a person to feel comfortable with, and relate to a brand.

Eoe1/4EoCreating the right identity doesnEoe1/4aot happen by accident but takes considerable understanding of target markets, a well-defined competitive strategy and the ability to communicate this effectively,Eoe1/4A[yen] says Dr Abdullah Al Zakwani, a keynote speaker at this yearEoe1/4aos conference and director for Industrial Innovation at the newly-created, Rusayl-based Industrial Innovation Centre.

Major shift

Eoe1/4EoMany believe weEoe1/4aore on the cusp of a major shift in how Omani manufacturers think about branding,Eoe1/4A[yen] comments Alya Al Hosni of BOMU.

Eoe1/4EoHistorically, a brand was seen as a promise that said: You can rely on what weEoe1/4aore offering because of our brand

attributes,Eoe1/4A[yen] he says.

Muscat Press and Publishing House SAOC 2009

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Publication:Times of Oman (Muscat, Oman)
Article Type:Conference notes
Date:Nov 9, 2009
Words:461
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