UAE’s AN INSIGHT INTO UAE’S STRONGEST BRANDS Argentina, Australia, Austria, Azerbaijan, Bangladesh, Bosnia and Herzegovina, Brazil, Bulgaria, Cambodia, Canada, Chile, China, Colombia, Croatia, Czech Republic, Denmark, Dominican Republic, East Africa, Ecuador, Egypt, Estonia, Finland, France, Germany, Greece, Guatemala, Honduras, Hong Kong, Hungary, Iceland, India, Indonesia, Ireland, Italy, Japan, Jordan, Kazakhstan, Kuwait, Latvia, Lebanon, Lithuania, Malaysia, Maldives, Mexico, Morocco, New Zealand, Nigeria, Norway, Pakistan, Panama, Philippines, Poland, Portugal, Romania, Russia, Saudi Arabia, Serbia, Singapore, Slovakia, Slovenia, South Africa, South Korea, Spain, Sri Lanka, Sweden, Switzerland,Taiwan, Thailand,The Baltic States,The Netherlands,Turkey, United Arab Emirates, United Kingdom, United States of America, Uruguay,Vietnam
Publisher Mike English Brand Liaison Director Alex Bibi Administrator Ferlyn Guillema Creative consultant Fred Bibi © 2024 Superbrands Published by Superbrands - Middle East 35 BALLARDS LANE LONDON N3 1XW United Kingdom Dubai office PO Box 28154 Dubai United Arab Emirates Tel: +971 4 326 5050 E-mail: alex.bibi@superbrands.com No part of this publication may be reproduced or transmitted in any form or by any means, electronic or mechanical, including photocopying, recording or any other information storage or retrieval system relating to all or part of the text, photographs or logotypes without the written permission of the publisher. All of the companies who own the Superbrands featured in this publication have given their consent for the use of the brand name, logotype and photographs shown. Any enquiry regarding a specific Superbrand should be made to the relevant company. Printed in Malaysia ISBN 0-1407226384-1
Content Content 3 Foreword 5 The Superbrands Organisation 6 Superbrands Television 8 The Superbrands Recipe 10 A & A Associates 14 AJMS Global 16 ALDO 18 Al Rostamani Group 20 Alpen Capital 22 Apparel Group 24 Aster DM Healthcare 26 Axiom Global 28 BENZOL 30 BinSina 32 Calvin Klein 34 Dr Joy Dental Clinic 36 Dubai Duty Free 38 Dune London 40 GENERAL 42 Hayatna 44 Jawhara Jewellery 46 Kreston Menon 48 La Marquise Fine Jewellery 50 Levi’s 52 MCI 54 NMC Healthcare 56 Nando’s 58 Nikai 60 Nutridor 62 Rafmoh 64 R&B 66 Reem Hospital 68 Saudi German Health 70 Skechers 72 Steve Madden 74 Sacoor Brothers 76 Tim Horton’s 78 Tommy Hilfiger 80
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Branding is more than just a name, logo, or slogan; it is the entire perception of a company or product as shaped by the experiences, emotions, and expectations of consumers. It encompasses the values, personality, and promises conveyed by a business, aiming to create a unique and lasting impression in the minds of customers.The importance of branding cannot be overstated in today’s competitive marketplace, where differentiation and customer loyalty are crucial for success.This essay explores the multifaceted significance of branding, highlighting how it impacts consumer perception, business growth, competitive advantage, and overall market presence. Building Consumer Trust and Loyalty One of the foremost reasons branding matters is its role in building consumer trust and loyalty. A well-crafted brand conveys reliability and credibility, essential factors for gaining and retaining customers.When consumers encounter a consistent and positive brand experience, they are more likely to develop trust in the company. Trust is the foundation of customer loyalty, which in turn drives repeat business and long-term profitability. Companies like Apple and CocaCola have mastered the art of branding, creating a loyal customer base that continues to support their products despite the availability of cheaper alternatives. Differentiation in a Crowded Market In a market flooded with similar products and services, branding is the key to differentiation. Effective branding allows a company to stand out from competitors by highlighting its unique selling points (USPs) and creating a distinct identity. For instance, Nike’s branding emphasizes athletic excellence and innovation, while also fostering a strong emotional connection through its “Just Do It” campaign.This distinct identity sets Nike apart from other sports apparel brands and resonates deeply with its target audience. Differentiation through branding not only attracts customers but also positions the company favorably in the market, making it a preferred choice over others. Creating Emotional Connections Emotional branding goes beyond the functional aspects of a product or service to create a deeper, more meaningful connection with consumers. Brands that tap into emotions can foster strong attachments and advocacy. Consider the case of Dove’s “Real Beauty” campaign, which focuses on body positivity and self-esteem. By addressing societal issues and promoting a message of inclusivity and self-acceptance, Dove has created an emotional bond with its audience. This connection encourages customers to align themselves with the brand’s values and mission, leading to increased brand loyalty and advocacy. Consistency and Recognition Consistency is a crucial element of effective branding.When a brand maintains a consistent message, visual identity, and customer experience across all touchpoints, it reinforces recognition and Mike English Director Superbrands Middle East Foreword recall.This consistency helps consumers quickly identify the brand and associate it with specific qualities and values. For example, McDonald’s golden arches and red-and-yellow color scheme are instantly recognizable worldwide.This level of recognition simplifies the decision-making process for consumers, as they know what to expect from the brand regardless of where they are. Driving Business Growth Branding is not just about aesthetics or marketing; it is a strategic tool that drives business growth. A strong brand attracts customers, retains them, and turns them into brand advocates.These advocates, in turn, influence others, creating a ripple effect that expands the customer base. Additionally, a well-established brand can command premium pricing, as consumers are often willing to pay more for a product or service they trust and value. This premium pricing contributes to higher profit margins and overall business growth. Furthermore, strong branding can attract talent, investors, and partnerships, all of which are essential for scaling a business. Facilitating New Product Launches When a company with a strong brand reputation launches a new product, it benefits from the established trust and recognition associated with the brand. Consumers are more likely to try a new product from a brand they already know and trust, reducing the barriers to entry in the market. For example, when Apple introduces a new device, it receives significant attention and anticipation because of the brand’s reputation for quality and innovation.This trust and recognition make it easier for companies to successfully launch and promote new products. Enhancing Marketing Efforts Effective branding enhances all marketing efforts by providing a clear and compelling narrative that resonates with the target audience. A strong brand story creates a cohesive framework for all marketing communications, ensuring that messages are aligned and reinforce the brand’s values and mission.This alignment increases the effectiveness of marketing campaigns, as consumers are more likely to engage with and remember messages that are consistent with the brand they know and trust. Additionally, branding provides a foundation for content creation, social media engagement, and other marketing activities, making them more impactful and efficient. Leveraging Brand Equity Brand equity refers to the value a brand adds to a product or service beyond its functional benefits. This value is built over time through consistent delivery of quality, positive customer experiences, and effective marketing. Strong brand equity can be leveraged in various ways, such as expanding product lines, entering new markets, or forming strategic partnerships. For example, the Disney brand, known for its family-friendly entertainment, successfully extends its brand equity to various sectors, including theme parks, merchandise, and media networks.This extension of brand equity allows Disney to capitalize on its reputation and reach, driving further growth and diversification. Navigating Crises and Challenges In times of crisis or negative publicity, a strong brand can serve as a buffer, mitigating damage and helping the company recover more quickly. Brands that have built a solid reputation and strong relationships with their customers are more likely to receive the benefit of the doubt and maintain customer loyalty during challenging times. For instance, when Johnson & Johnson faced the Tylenol tampering crisis in the 1980s, the company’s strong brand reputation and swift, transparent response helped it regain consumer trust and restore its market position.This resilience underscores the importance of maintaining a strong brand image to navigate unforeseen challenges. Conclusion Branding is a multifaceted and dynamic aspect of business that plays a crucial role in shaping consumer perception, driving business growth, and maintaining a competitive edge. By building trust and loyalty, differentiating in the market, creating emotional connections, ensuring consistency, and leveraging brand equity, companies can establish a strong and lasting presence. Effective branding not only attracts and retains customers but also enhances marketing efforts, facilitates new product launches, and provides resilience in times of crisis. In today’s competitive and ever-evolving marketplace, the importance of branding cannot be overstated, as it is a key determinant of a company’s success and longevity.
6 The Superbrands Organisation
From its conception in 1993 and UK launch in 1994, Superbrands has grown into a global organisation and today operates in more that 92 countries around the world and across five continents - which makes “Superbrands” a truly global brand. Superbrands History The Superbrands concept originated in the United Kingdom in 1993 after its founder, Marcel Knobil, an advertising executive lost a twoway pitch for lack of client information (The business was retained by the clients’ existing agency). Frustrated by the fact that an otherwise outstanding presentation came to naught he launched Superbrands. Superbrands began life in 1994 as a radio show on GLR (now BBC London 94.9).This broadcast aimed to give ordinary consumers an insight into the significant brands that touched upon their lives. After the success of the show the Superbrands organisation was founded in 1995. Its mandate focused on promoting the discipline of branding and identifying and paying tribute to exceptional brands. At the time it was not imagined that within only a few years the organisation could have achieved such phenomenal success – or be the global authority that it is today. The first Superbrands reference book published in the UK contained brands ranging from international icons such as American Express and Coca-Cola to UK favourites like British Airways and Cadbury.The trend of mixing international and local brands highly rated by the relevant national selection process continues today. Sixteen percent of the brands from that first publication qualified and were featured in the tenth anniversary edition of Superbrands UK, published in 2005.Thirty-eight percent of those brands continue to be members internationally. Two further UK editions, each increasing in size and stature, were completed in 1996 and 1997. This paved the way for the first international Superbrands programme to be launched in Australia. Its publisher was Stephen P. Smith who created the Superbrands concept and founded the international organisation. In 2000, a sustained period of international growth ensued with Denmark, France, Hong Kong, Spain, Sweden and the USA beginning programmes. More recently, Argentina, Canada, Germany, Japan and South Africa have joined the international network. Exceptional growth has occurred in Asia, Europe and the Middle East.Today, Superbrands is the world’s leading brand recognition platform and is established in more than 92 countries around the world. International operations are run on a license basis whereby local rights are awarded to experienced and highly qualified individuals. Each operational head forms part of the international editorial board acting as gate keepers to the Superbrands accolade and responsible for the integrity of the programme. A Mark Of Excellence Superbrands presents expert and consumer opinion on branding. The organisation promotes the discipline of branding and recognises the exceptional and most valued brands. l Superbrands started life as a radio talk show broadcast on Greater London Radio (now BBC Radio London) in the UK. l Superbrands launched in 1994 and the first book was published in London in 1995. l Today, Superbrands operates in more than 92 countries worldwide, across five continents. l Superbrands has published more than 15,000 brand case histories for over 4,500 of the worlds biggest and most valuable brands. l Brands participating in more than 20 editions of Superbrands include international icons such as American Express, Avis, Coca-Cola, DHL, Gillette, McDonalds, Nokia, Philips and Sony. l Coca-Cola has participated in over 50 Superbrands programmes around the world. l The iconic Superbrands logo is widely recognised by consumers as a mark of brand excellence and distinction. l On average, 70% of Asian consumers say that they are more likely to consider buying a brand they see associated with the Superbrands logo. l Asian consumers also say that they consider brands displaying the Superbrands logo to be more trustworthy and of higher quality than other brands. THINGS YOU DIDN’T KNOW ABOUT SUPERBRANDS
8 Creative Marketing Superior Products Exceptional Brands
Superbrands Television SuperbrandsTV (SBTV) is a new service offered exclusively to clients of Superbrands. Through our production team in New York, brands which have attained the prestigious ‘Superbrands Status’ can now bring their presentations in the Superbrands books to life through video animation. The SBTV video productions mirror the text and images from the brand presentations in the Superbrands books.This is the most effective way to showcase the brands strengths and Superbrands Status through an important new digital delivery platform. SBTV creates high quality video footage for our Superbrands clients. Brands can use this footage to promote their brand stories of successes to their clients, shareholders, investors, staff, customers and within the brands supply chains. This video can be used on Social Media outlets such as Facebook,Twitter, Google+, and YouTube, etc. to create the viral effect. In addition, the QR codes for SBTV videos can also be used across brands’ above-the-line marketing channels, e.g. television, print, any outof-home media as well as the TVs at the office reception areas, at conferences, seminars, road shows or conventions. We have also created a SuperbrandsTV site on YouTube where all the brand videos from around the world are posted.To-date, the site has received almost 5,000,000 views and has more than 12,000 subscribers. Suggested ways to use SBTV videos SBTV clients can incorporate a QR Code on their existing print advertisements which will allow consumers with Smartphones the ability to scan the QR Code from the print advertisement providing a direct link to the brand’s SBTV video. Consumers will then be able to learn more about the brand and its achievements through scanning the QR Code and receiving the SBTV brand video on their Smartphones. l SBTV videos are perfect for brands to run on their company websites and social media outlets such as Facebook,Twitter, MySpace, Google+, YouTube and web sites generally. l SBTV is a wonderful and long lasting presentation about the brand for your most important customers and suppliers. l SBTV can be presented to your directors, senior management and key executives nationally and internationally. l SBTV can be used as an excellent promotional video for visiting dignitaries, senior personnel and other guests. l SBTV is a perfect video to run on TV’s in reception areas. l SBTV can be used to reinforce your brands’ great achievements and successes at seminars, conventions, trade shows and conferences. l SBTV is an ideal video medium to support your investor relations programmes. It will provide the investment community with a better understanding of your brand’s positioning, strengths and value within the market. l SBTV is a useful medium for all Human Resources and Staff Development programmes. l SBTV can play an important part in your briefings to journalists, researchers, academics and students, and it will underline your strengths and points of difference. l SBTV will prove to be an excellent communicator of information about the brand with advertising agency executives, as well as those involved with public relations and corporate communications. For more information visit www.superbrandstv.com &YouTube channel www.youtube. com/user/superbrandstv/videos
10 Executive Vice Chairman & CEO, Dubai Duty Free (retired) Much of what makes a Superbrand can be found in the relationship that exists between the brand and the consumer. While a product or service will perform a primary function for the customer, it is invariably how that customer feels about the brand that will determine a Superbrand. Much has been said about the need for a brand to achieve differentiation and relevance. It is all true. However, how the brand attributes become meaningful to the consumer and why people choose one brand over another, will be found in the emotional connection between brand and consumer. This element will override the rational debate, motivating consumers to go onto a waiting list, travel distances or pay a premium for the brand they want. This builds brand equity and, overtime transforms a brand into a Superbrand. Director, Superbrands Middle East & North Africa Comprehension of consumer behaviour is the most impor tant factor for business branding. However, to impress and influence consumers’ positive perception and loyalty to the company and its products through brands in such a way that they really trust in the quality and impact of the products is even more impor tant and difficult. Leading brands have to adapt for better edge over others in order to win the competition. They have to stay in the minds of consumers as long as they possibly can. Successful adaptive ones become the “superbrands”. A superbrand will be beneficial not only to the brand owners, but also to the consumers for best quality of products at national and international levels. Director of the Hamriyah Free Zone Authority and the Sharjah Airport International Free Zone Authority Commitment and perseverance to high standards of performance and the spirit to excel have been the objectives that put Hamriyah Free Zone Authority at a distinct level. Hamriyah Free Zone, does not conceal its strategies but reveals its accountability – Accountability to Business Excellence, Dedication and Quality. Superbrands reaffirms the strength of the brand position and validates HFZA’s strategy in attracting global investments by maintaining the highest standards of excellence across all its operations. HFZA will continue to meet market demands to ensure total and seamless customer experience by understanding their customers’ specific requirements and develop tailored products and services to deliver in record time.This played a major role in HFZA’s evolution from a fledgling Free Zone to a major contributor to the country’s economy.Today Hamriyah Free Zone is one of the most attractive and most competitive Business Hubs in the entire Middle East and African Region. Colm McLoughlin Mike English HE Saud Salim Al Mazrouei The Superbrand Council How to become a Superbrand according to members of the Superbrands Council.
Founder & CEO, Brash Brands The ever-increasing influence of social media is forcing brands to be truly authentic. Superbrand experiences are naturally the most widely and frequently shared, discussed and evaluated on such platforms. How can we grow brand exposure and make sure people stay “tuned in” to our brand message? Firstly, I believe it is crucial to be genuine. We have all become very good at recognizing fake identities and are now looking for “the real thing”. If a Superbrand is not truthful and coherent, its reputation will crumble. Secondly; we must engage with our customers! However successful, a Superbrand has to remain personal and deliver inspiring, authentic experiences. John Brash Chairman and Managing Partner Kreston Menon Being a Superbrand, is constantly benchmarking the brand with the changes and the best in the industry.Trust and Knowledge will draw in the Clients, and the way the brand embraces them will make them loyal.The impact the brand makes in business and society will bring in the difference and the brand equity.The challenge for a Superbrand is to constantly imagine the future, acquire the skills and create a talented team.The humanization of the firm is what we consider the Brand. Clients and Stakeholders become more empowered with time. And then the Brand Purpose evolves. People expect a brand to go beyond the services and expect them to be part of their lives.This mindset of ours helped us build our value in the minds and hearts of people. voting a brand as Superbrand. Raju Menon Chairman NIKAI Group of Companies For Nikai, the formula has always been easy: “Reliability is the precursor to Success”. I’ve always believed that when you are reliable, you are a brand that delivers what it promises.You are honest in delivering quality products at a reasonable price. Being reliable means being dependable and trustworthy across all parameters. Becoming a Superbrand requires zeal, passion, and integrity not only from the one who leads, but from the rest as well.They work as a team not only to satisfy their customers but to delight them. I believe the ultimate goal of any Superbrand is to place itself at the very hearts of its consumers. With that in mind, Nikai was built on the foundation of trust. From the products and services that we offer, to the unquestioned after-sales service policy, we make sure that Nikai stands by its promise. Paras Shahdadpuri CEO and Director of Apparel Group. Apparel Group brands include leading names in fashion, footwear, and lifestyles such as Tommy Hilfiger, Calvin Klein, Charles and Keith, Skechers, Aldo, Nine West, Crocs, Aeropostale, Jamie’s Italian, Tim Hortons, Cold Stone Creamery, Inglot, and Rituals. Neeraj has been associated with the Group since its inception in 2000 and is now spearheading the Group. Neeraj is an Alumni of Harvard Business School, City University London and India Institute of Management Ahmedabad. Neeraj has spent over 28+ years in Dubai UAE and has vast experience in the retail industry across various domains of Strategy, Management, Operations, Mergers and Acquisitions, and Financial Operations. Neeraj is also the member of the Beta Gama Sigma Society and has been awarded many accolades like Best Fashion Lifestyle CFO (UAE) Award at the Global CFO Excellence Awards 2020, World’s Greatest CFO Award 2018-19 by Asia One, Most Influential CFO in Fashion and Lifestyle Services (UAE) at Global Business Insight Awards 2018. Neeraj Teckchandani
12 Deputy Managing Director Aster DM Healthcare I strongly believe in the mantra of the 3 Ps- People, Purpose and Passion. Strong and sustainable Superbrands are built by people who are passionate and believe in the purpose of the organisation.This holds largely true for a customer-centric service-oriented brand that upholds the responsibility of making a meaningful difference in the lives of the people that it serves. For this, utmost importance should be placed on defining what a particular brand stands for and attain clarity on its long-term purpose for the society.This can then be supported by agility in evolving its offerings as per customer needs and keeping its people who are committed to the purpose, at the centre of delivering it each and every day.” Alisha Moopen Executive Director, RAK Hospital and Chief Executive Officer,Arabian Healthcare Group A brand must be able to fulfill its brand promise and deliver it to the core in the most effective and efficient manner. Forging long lasting relationships with your stakeholders built on trust and reliability will surely pave the way to success and establish you as their preferred brand. Moreover, when customers are able to clearly communicate, have a significant emotional connect and see tangible advantages over your competitors; one achieves the distinction of being a Super brand. It isn’t just a fancy label or something you can create overnight, on the contrary, once your product or service becomes synonymous with quality, superb brand experience and fulfills the requirements of everyone involved in the journey, only then you can emerge as a Superbrand. Dr Raza Siddiqui Consultant Director Charter Member – TIE Dubai. The stakeholders. Each stakeholder group experiences different emotions when they see and interact with a brand.This experience could be positive: love, delight and happiness; or negative: hate, disgust or dislike; and lastly, just plain indifference. But when the brand evokes trust and positivity across various stakeholder groups it truly becomes a Superbrand. A Superbrand is not about being the best in sales, but about getting better all round and further strengthening the stakeholder’s trust. Over 20 years, the Superbrands platform has encouraged home-grown brands to invest in building their brand identity and enhancing their stakeholder credibility and experience. From a representation of less than 30% home brands in Volume 1 to showcasing over 75% of home brands in the new volume, Superbrands has unequivocally been not only an arbiter but also a catalyst in bringing about this change. The power of the Superbrand platform recognizes the changes these brands are bringing in, and through the Superbrands seal, strengthens their belief to go beyond local boundaries.The new decade is going to bring a new influx of Superbrands as technology and stakeholder interactions change. It is an exciting time to see how these Superbrands define the new decade. And the next addition to Superbrands could be from startups and unicorns. Niranjan Gidwani Branding Expert Branding is nothing more than a brilliant idea that makes your products sell and makes it hard for consumers to resist loving them.It is inevitable that your superior selling idea will get challenged, so we must constantly seduce our consumers and continuously measure if what we are doing is making an impact. But we can only know this when we get outside feedback from consumers and experts alike. Superbrands provides excellent external tracking because it shows us what the brand experts think. Therefore, for brand strategists, receiving an award from Superbrands is an encouragement, an achievement and a great honour. John Deykin
Managing Director Nando’s Over the years, Nando’s has cultivated, nurtured and enjoys a strong brand salience. And that does not happen just because we make the world’s best flamegrilled PERi PERi chicken. It is more than the sum of the parts - world-class chicken, of course, rockstar people with passion and panache, store ambience soaked in the South African vibe, and branding that celebrates the brand. I believe no amount of branding and advertising can salvage a poor product or customer experience. In that sense, Nando’s product and experience ensure more than half the battle has already been won. Also, in the food and beverage space, I think we have an unfair advantage because no brand can appeal to all five senses. But F&B brands can do four of them - all at once - sight, touch, taste and smell. If you get those right, it will be hard for your customers to forget how you made them feel.That contributes immensely to strong brand salience, the hallmark of any Superbrand. George Kunnappally Board Member,Abu Dhabi Chamber of Commerce and Industry The success of any company is built around its brands. Effective branding will ensure your brand is differentiated and recognised with simple yet compelling message. A strong brand will evoke emotions, connect with the consumers and bond with them in an everlasting relationship of loyalty and trust. Execution as well plays a key role to achieve success. A well-executed brand strategy will guarantee the brand promise is kept and the core values of the brand are coming to life and reflected with every interaction with the shoppers and the consumers. Waseem Al Halabi Executive Chairman and CEO Alpen Capital ME Limited In today’s fast changing business environment, investing in building your company’s brand is not an option but an imperative. A brand can become a company’s most valuable resource, which when used right, can translate into lasting competitive advantage.We have seen around us, numerous success stories of how well-recognized, strong brands have built loyal customers which have in turn contributed to outstanding business performance. Investing in building your brand therefore makes good business sense. It builds value for the company and its stakeholders. Every brand aims to become a ‘super’ brand. A super brand stands out from the competition by virtue of the strong reputation that it has built for itself. But how does one build a super brand? To us at Alpen Capital, building a brand is ultimately about building trust. It is about delivering what we promise to deliver. The Superbrand programme does a stellar job in curating a list of the strongest brands in each country. It is a matter of pride for strong brands to join the programme and be recognised as a Superbrand. Rohit Walia
14 MARKET A&A Associate provide business incorporation services for companies in the UAE (mainland, free zones and offshore), accounting and auditing services, feasibility studies and business plans, legal advice and business structuring, drafting agreement, trademark registration, Project Financing and Real Estate. They target B2C (Business to Consumer), B2B (Business to Business), B2G (Business to Government) and provide a range of services in the sectors of E-Commerce, Professional Services, Healthcare and Wellness, Real Estate, and all Trading related activities. Target Customers are all men and women aged between 21 to 50. Their target clients are companies and individuals of all sizes. 25% clients are from top end and rest 75% falls in the medium and bottom categories. A&A Associate have 15%-20% of the market share for business setup and accounting services in UAE. 70% of their revenue comes from the business setup, accounting and auditing services that they provide.The remaining 30% of revenue comes from other services that they offer to their clients in their business cycle. In 2023, A&A Associate helped set up a record 5,291 new companies in the UAE. It reflects a strong demand for business services in the region and demonstrates their expertise in facilitating company registrations.They are aiming to register 1,000 new companies monthly as an ambitious but achievable goal in the coming five to ten years, given their track record.Their proactive approach to business development and a commitment to providing quality services to their clients will always remain their high priority. ACHIEVEMENTS Customer satisfaction is always a priority and this is what A&A Associate’s goal is. More than 1,100 Google reviews from happy clients is a testimony to that and it has fueled them to achieve more. They are platinum channel partners with four of the prominent free zone authorities in UAE, in recognition of the volume of work they have been doing.They achieved Great Place to Work Certification in 2023 and subsequently Best Workplaces in UAE, in the beginning of 2024, ISO 9001:2015 for quality management system and Superbrand status two years in a row has made A&A Associate proud of their work. A&A Associate have been certified as Great Place to work in 2023 and subsequently has been announced as Best Workplaces in UAE by global research and employees survey authority The Great Place To Work.They crossed the milestone of forming 600 new companies monthly in 2023, a sensational number considering that they were merely doing 50 companies per month three years back. Apart from the Global Business Outlook Award, they won multiple other awards such as the MEA Award (Fastest Growing Business Setup Firm), Clutch Award (Top B2B Company), Meydan FZ (Top Consulting Partner), SHAMS (Top Consulting Partner), Asia Business Outlook (Top Ten Most Promising Corporate Business Consulting Companies in Asia). A&A Associate are ISO 9001:2015 Certified Quality Management System Company. A&A Associate are the first business setup consultancy to be adjudged Superbrand in the UAE and, of course, they are the first business setup company to offer entire services feasibility study and market research, business setup, accounting services, legal advisory, corporate structuring, drafting agreement, trademark registration, legal and litigation, copyright and industrial design and PRO services under one roof. HISTORY The brand started long ago knowing the need for a reliable consultant who can assist people from across the world coming to Dubai with business ideas and who want to start their journey of entrepreneurship in UAE.The foundation was laid by Mr. Robin Phillip and the company started with merely three or four people at the beginning of 2012 from a small office in Deira, Dubai. Initially, the company focused on supporting clients for their outsourcing needs in accounting and auditing. Solving problems for clients has been key for A&A Associate.They try to know the customers
l A&A Associate UAE is a leading firm in the consulting and advisory industry, with a team of strong professionals, chartered accountants and lawyers, having strong presence in UAE and Saudi Arabia. l Some customers may not be aware that A&A Associate can cater to the entire service cycle in their business. Apart from experienced business advisors A&A host in-house expert legal consultants, CA and experienced management professionals to serve clients. l A&A Associate has been creating more than 600 new companies’ registration in UAE l After establishing a strong base in UAE, A&A has expanded its operation to provide business setup services in Saudi Arabia as well. l Apart from becoming a Superbrand A&A Associate is recognised as Best Workplaces in UAE and certified as The Great Place To Work. It is an award-winning ISO 90001:2015 certified company in UAE. THINGS YOU DIDN’T KNOW ABOUT A&A ASSOCIATES first and their requirements.There were difficult days, especially early on whenever there was an economic downturn while trying to sustain the company at all costs. But Mr. Robin Philip showed strong intent to continue supporting the clients, building trust and confidence. The growth of A&A Associate was gradual and, with time, they have taken many innovative approaches to make the system better and smooth the process for their clients. Reducing the processing time has helped to serve more clients with efficiency. PRODUCTS Business Setup, Accounting,Tax Advisory, Legal Services and Trademark Registration. A&A Associate are in the service business and quality is foremost for everything they do.They are auditing experts but thy also have done periodic audits of their internal processes. For example, a new software programme for CRM (Customer Relationship Management) was designed for better tracking of follow-up actions on customers’ needs.They always strive to develop the skillset of their people and work hard to improve the process. Employees are their greatest asset and they have been doing periodic employee surveys from international organisations like Great Place To Work and trying to match the highest of standards in employee satisfaction. At one time there was a trend where clients did not know exactly what service fee they have to pay for a particular service. A&A Associate changed the trend and helped customers through their campaigns to understand the costs.That way the client could plan with his pockets and determine affordability during the initial steps of their company formation. Being transparent in providing all the information and related costs has helped customers in a big way, and A&A Associate too in the end result. RECENT DEVELOPMENTS Understanding the demand and need of their customers they have introduced a new company in real estate. Earlier they introduced trademark registration and product registration by partnering with leading players in these fields.This has been in demand with many of their clients. In 2023, to offer more options, they added UAQ Free zone in the list and now they are partnered as a management office of SRTIP free zone in Dubai. A&A Associate expanded in 2023 and opened four new partner companies. Earlier they shifted to Rolex Tower on Sheikh Zayed Road with bigger and better office space to provide customers with the most comfortable office environment. Recently, they took two floors in Rolex Tower to expand their new branch to serve the market well. A&A Associate have signed a very important agreement with Sharjah Research and Technology Innovation Park free zone to manage the operations in Dubai office.They also signed an agreement with the SHAMS Free Zone, Meydan Free Zone, RAK Free Zone, UAQ Free Zone, Jebel Ali Free Zone Authority, KEZAD Free Zone, DMCC Free Zone to become their registered agent in helping clients looking to establish their company in their jurisdiction. PROMOTION Recommendations from satisfied customers are A&A Associate ‘s greatest self-promotion. However, recognising that business startups need further impetus in this competitive world, they have used various forms of media as tools of progress. A&A Associate understand the value and strengths of all media and always strive to leverage their strengths to reach the right audiences with media tailored to that audience. A&A Associate have promoted quite a few events, which have been featured on the front pages of leading newspapers of the UAE.They also got high levels of engagement and likes, too, on social media and online platforms.They have partnered with Khaleej Times and Gulf News regularly and have done a rally - a cultural event Kalaripattu. A&A Associate have carried out a promotional campaign by stationing a kiosk at Sahara Shopping Centre in Sharjah and promoting doorstep service to their clients in UAE for their business setup requirements. Among notable initiatives, they were part of a Guinness Book record feat of maximum participation in Dubai for Kalaripayattu, a martial art form of India, in partnership with Dubai Police. The record saw 270 students perform in the shape of a falcon as part of the UAE National Day celebrations on December 2. A rally to show appreciation for the police and all government entities was also held with their support. A&A Associate have been focusing on sustainability and CSR campaigns.They ran a successful campaign during the Russia-Ukraine war to bring peace and harmony among the citizens of both countries.They did a YouTube video campaign to unite people of both nationalities staying in Dubai. Last year they conducted a drive to support the victims of earthquake in Turkey and Syria with all grades of employees contributing financially. Internet marketing is their core strength.They try to harness the strengths of Google AdWords, SEO, social media and other online channels to promote their brand.Video campaigns and PR initiatives in leading newspapers remain a big hit for them. BRAND VALUES A&A Associate want to associate our brand with their tagline “Our Services,Your Success” and want to assist their clients in the best possible way to make their dreams come true in the UAE. The brand promises speed, transparency, and trustworthiness and they are committed to creating happy customers by providing services that help transforms business, which is their mission statement as well. The brand logo was designed keeping the launch activities of the company in mind, which was accounting and auditing services. But they always aspire to be the best in their class, and “A” strongly reflects their motive while the blue colour represents the corporate culture of the company. It is their mantra to bring their A-game to the best of their ability. A&A Associate’s people and processes are their strengths.They constantly try to improve on both aspects to make and serve better.They always thrive to improve and provide a better environment and experience to their customers.
16 MARKET AJMS Global stands as a leading consulting firm, built on the pillars of Quality, Innovation, and Commitment.They offer a comprehensive suite of services designed to empower businesses, encompassing: Strategy, Corporate Finance,Tax Advisory, IFRS Advisory, Risk Advisory, AML Advisory, Digital Transformation Advisory, FinTech, Insurtech and RegTech service verticals. Led by Dr. Abhishek Jajoo, Founding Partner and CEO, the team comprises a powerhouse of professionals: experienced accountants, former bankers, regulators, auditors, and legal advisors. Headquartered in the UAE, they have a robust presence in fourteen cities across ten countries, including Bahrain, Jordan, Oman, UK, Saudi Arabia, Kuwait, and India. AJMS Global has earned a reputation for excellence throughout the GCC region and serves as a trusted advisor, particularly within the Banking, Insurance, and broader Financial Services sectors. Their track record of success includes: l Assisting clients in achieving and maintaining compliance with relevant regulatory frameworks. l Providing best-in-class consulting services to over 950 prestigious clients. l Offering comprehensive support for implementing new financial sector regulations, including IFRS 17, IFRS 9, Compliance Standards, Corporate Tax,VAT, ESR, and more. ACHIEVEMENTS AJMS Group continues to garner recognition for its commitment to excellence: l Impact Seal Gold Tier 2023:This award acknowledges AJMS Group’s positive social impact. l Dr. Abhishek Jajoo, CEO of AJMS, was named Corporate Icon of the Year 2023: l Ainsurtech, an AJMS Group Company, Recognised as a Rising Star of RISKTECH-2023 by Chartis Research: l AJMS Global Achieves Gold Standard Ranking on Consultancy-ME: l ACCA Approved Employer and ICAEW ACA Training Employer: l ISO 9001:2015 Certified Company: l Ainsurtech’s ADPT Tool Wins IFRS 17 Solution of the Year at the 6th Insuretech Golden Shield Excellence Awards 2022: l RETL, AJMS Group’s RegTech Arm, Identified as a Future 100 Company by the Ministry of Economy (UAE): l RETL’s DIGI KYC App Earns “Most Outstanding AI-Driven KYC Solutions Provider 2024 - UAE” Award by EMG Publish: PARTNERSHIPS AJMS Group actively invests in developing the next generation of industry leaders: Skill Development Partnerships with Universities: AJMS Group has established Memorandum of Understanding with prestigious institutions like the University of Dubai, Amity University (UAE), College of Banking & Financial Studies (Oman), Bahrain Institute of Banking and Finance, and Skyline University College (Sharjah, UAE) to promote skill-based development for graduating students through the AJMS platform. Financial Crimes Compliance Advocacy: AJMS Group signed an MOU with Dubai Economic Development to champion Anti-Money Laundering compliance across various sectors, contributing to a more secure financial landscape. Research Partnership with Hamdan University: Appointed by Hamdan University to conduct an academic study on the Islamic Banking Industry, showcasing their commitment to industry-driven research. Educational Technology Collaboration: As the exclusive partner of ElsaSpeak, an AI-driven educational technology company, they are at the forefront of innovative learning solutions. Mentorship and Sustainability Initiatives:Through a joint activity with SP Jain Institute of Management, AJMS Group provide mentorship opportunities and collaborate on Environmental, Social, and Governance projects, nurturing future leaders with a focus on sustainability. AJMS Group actively engages with industry stakeholders through various initiatives: Tax Expertise Delivered: AJMS Group conducted a Corporate Tax webinar specifically for government organisations, ensuring they are well-equipped with the latest regulations. AML/CFT Awareness Campaigns: AJMS Group partnered with Dubai Economy to deliver a series of webinars, raising awareness of Anti-Money Laundering and Combating the Financing of Terrorism practices across a large audience. Industry Networking Events: Their renowned annual iftar party attracts major clients from Insurance, Banking, Exchanges, Gold and Jewelry, Real Estate, General Trading, and FinTechs, fostering valuable connections within the industry. Targeted Industry Webinars: AJMS Group hosted dedicated webinars on Corporate Tax with TEXMAS for the textile industry, and on ESG and AML in Oman and Kuwait. Upskilling the Workforce: They offer a wide range of training programmes for finance professionals, covering topics like Compliance, IFRS 9, Risk-Based Audit, CIA certification, and ACAMS certification. Dedicated Compliance Training: Collaborating with industry bodies like ICAI, IBPC, Gold Sector associations, and Real Estate Sector groups, they provide Designated Non-Financial Businesses and Professions compliance-related webinars. Thought Leadership Publication: AJMS Group published a comprehensive guide on GCC precedence in the context of the UAE Corporate Tax Law, contributing valuable insights to the industry. HISTORY Founded in 2018, AJMS Global Consulting emerged to fill a critical gap in the market: a niche consultancy with extensive experience delivering results across the GCC region. AJMS achieved remarkable growth, strategically expanding its operations into ten countries through a combination of new partnerships and well-timed acquisitions.This growth solidified AJMS’s position as the preferred partner for regulatory consulting in the GCC. Vision and Mission AJMS Group fosters a unique ecosystem: a global network of leading minds in technology, compliance, risk, tax, and corporate consulting. Their focus is on world-class advisory practices delivered with a collaborative spirit. AJMS Group believes in fostering a work environment that allows employees to thrive both professionally and personally.They empower their team members to become intrapreneurs, cultivating a culture of innovation that fuels entrepreneurial spirit. AJMS Group actively raises awareness in critical areas like corporate governance, fiscal regulations, and financial transparency.Through large-scale awareness campaigns and training programmes, they strive to create a more informed and empowered business ecosystem. Business Expansion l AJMS Group established new offices in Trivandrum, Jaipur (India), Riyadh (Saudi Arabia), Kuwait, and Bahrain, strategically strengthening our presence. l AJMS Group launched the Strategy and Transaction Advisory practice, alongside AJMS LG focusing on emerging areas like Corporate Tax, ESG, and Digital Transformation. l AJMS Group developed the IFRS 17 Solution for insurance companies and the “gTax” solution for corporate tax impact assessment. l AJMS Group broadened their RegTech portfolio with card management solutions, enhanced transaction monitoring systems, and Crypto Compliance Advisory services to support innovative blockchain companies. l AJMS Group launched the BAAS platform to empower FinTech companies in their digital endeavours. l AJMS Group expanded into new markets through partnerships in the CIS and MENA regions. l AJMS Group successfully expanded their client base to include the Payments, Manufacturing,
l AJMS Global has earned a reputation for excellence throughout the GCC region. l AJMS Group provides best-in-class consulting services to over 950 prestigious clients. l AJMS Global is renowned for the exceptional quality of its deliverables, consistently exceeding client expectations. THINGS YOU DIDN’T KNOW ABOUT AJMS GLOBAL Textile sectors, and other Financial Institutions. l AJMS Group strengthened their sustainability practices through a strategic partnership with CRIF. l AJMS Group launched corporate training through Hayford, their dedicated training arm. l Fanar Management Consulting was established to provide business setup and licensing services. l AJMS Group formed DPMS Global with Suntech Business Solutions to offer compliance consultancy and technology solutions specifically for the Gems and Jewellery sector. Furthermore, a joint venture with Zamara Group of Kenya under the name Zamara MENA provides a comprehensive suite of services. PRODUCTS AND SERVICES AJMS tailors its extensive suite of solutions specifically for the financial sector, serving Banks, Finance Companies, Insurance Companies, Investment Companies, and Money Transfer Operators. Backed by a team of seasoned professionals and robust technological support, AJMS delivers a compelling value proposition to its clients. Services: Governance, Risk and Compliance (GRC) Services l IFRS Advisory l IFRS 9 l IFRS 15 l IFRS 16 l IFRS 17 l IAS 19 l Compliance Advisory l Policies and Procedures l AML Advisory l AML Audit l KYC Remediation l Training and Awareness l Regulatory Consulting l DIFC/DFSA Application Process l Crypto Application Lic. l NFT/Security Token Consulting l Risk Advisory l ESCA Risk Management Advisory l BASEL IV l Internal Audit l IT and IS Audit Management Consulting l Strategy l Strategic Planning l Transformation l Feasibility Study l Portfolio Management l Sustainability l ESG Compliance l Sustainability Reporting l ESG Investing l ESG Certification l Deals Advisory l Corporate Finance l M and A l Valuation l Restructuring l HR Consulting l Manpower Planning l Organisation Restructuring l Compensation/ Benefits Design l Performance Management l Distress Advisory l Managing Corporate Insolvency Resolution l process l Settlement Advisory l Restructuring, Resolution and Liquidation Advisory l Transaction Advisory Tax Advisory l Direct Tax l Corporate Tax Compliance l Tax Advisory Service l Assistance in Audit, Investigation and Representation l Due Diligence l Indirect Tax l VAT Compliance and Advisory l Excise and Customs Advisory l VAT Audit and Representation l Due Diligence l Dispute Resolution l Transfer Pricing l Economic Substance Report l Compliance and Documentation International Tax l International Tax Compliance l International Tax Advisory l Country-by-Country Reporting Technology Solutions FinTech Solution WPS Processing l Open Loop Cards l E-Wallet RegTech Solutions l AML and CFT Compliance Tool l DIGI KYC: for digital onboarding. l DIGI TRANS: digital transaction creating solution. l DIGI-SAL an innovative closed loop digital salary card. l DIGI-Q: Intelligent queuing l DIGI-COMPLY: comprehensive AML screening and monitoring tool l AInsurtech l IFRS 17 Actuarial and Accounting Solution l SMRT- Online Portal for SME and Retail l General insurance products l Medical insurance products l iMAP - Innovative Mobile App l RAPD - Rapid Analysis and Progressive Dashboard l CECL - Current Expected Credit Loss PROMOTION AJMS empowers its clients with valuable insights that illuminate market conditions, mitigate potential risks, and drive revenue growth. To ensure clients benefit from their comprehensive service portfolio, AJMS leverages two key strategies: Word-of-mouth recommendations: AJMS prioritises client satisfaction, fostering a strong network of highly satisfied clients who readily recommend their services. Industry engagement: AJMS actively participates in and supports industry seminars and webinars, keeping a high profile and providing valuable knowledge to the broader financial landscape. BRAND VALUES AJMS Global is renowned for the exceptional quality of its deliverables, consistently exceeding client expectations.This commitment to excellence has enabled AJMS to capture a significant market share in the sectors and jurisdictions it operates within. AJMS recognises the value of knowledge sharing within the communities it serves. By actively fostering knowledge management, AJMS fosters a mutually beneficial relationship, contributing to both its own business goals and the success of its clients. Clients and Employees’ Relations AJMS Global takes immense pride in its unwavering commitment to the highest ethical standards and strong corporate governance practices: Compliance Excellence: AJMS prioritises strict adherence to regulations while delivering client assignments.This focus on compliance is a key contributor to their outstanding 96% client retention ratio. Confidentiality and Professionalism: Clients can trust AJMS with complete confidentiality during all interactions.Their professional approach ensures seamless delivery of services. Client-Centric Culture: AJMS’s core values, instilled in all founding members, partners, and employees, place client interests at the forefront. This unwavering dedication has established AJMS as a preferred partner for over 300 financial institutions and more than 950 organisations across the GCC. Strategic Outlook AJMS Global charts an ambitious expansion course: Middle East Expansion: The company is poised for imminent entry into Qatar, the final member state of the GCC with an office being set up in Doha.The new office set up in Jordan is about to commence operations from June’2024. European Expansion: AJMS actively engages with potential partners in the European Union to establish a strong presence in the region. Talent Acquisition: AJMS leadership prioritises continuous recruitment of top-tier advisory professionals, either as full-time resources or through strategic MOU partnerships.
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