The Middle East financial market has reached a point where the significance of the brand has an increasing role.

We gathered together bankers and branding specialists to lead an exquisite 2-days discussion forum on practical issues about brand building, identity, value, strategy, differentiation, and re-branding.
Financial brands are harder to differentiate than many other types of brands; recent studies are showing that hardly the wealthy males over a certain age are really concerned with the brand of the financial product they purchase. Yet all the other costumers make choices.
When everybody is making efforts to market (in similar styles) – products (similar in essence), a strategic alternative remains promoting the brand in order to retain old clients and attract new ones. The challenges that financial institutions are facing these days in terms of branding, like differentiation crisis, the brand identity and recognition, the link between the brand and the investment security feeling will be discussed and analysed. Questions like: “Is branding a key-issue?”, “Should we do branding or is Marketing sufficient?” ,“Should we be consistent with the features of the global brand or adapt it locally”? will be answered.

Exclusive case-studies from institutions with brand awards, regional –“Arab African International Bank”, “National Bank of Dubai” and international -ABSA Bank-are completing the 2 days conference program featuring examples of the best practices.