For a brand or company to stand out, it is not enough to establish a presence. Effective ideas and campaigns must be created in order to deliver a message and effect positive results.
Organisations that run Coca-Cola, Nike, Gulf News, McDonald’s and Dove, the top most effective brands in the Middle East and North Africa region according to the 2013 Effie Effectiveness Index know just that. Here are a few reasons why these brands stand out in the region:
Coca-Cola
If there’s only one word to describe the brand, it is ubiquitous. This is one of the few brands that consumers can easily identify. “Coke is successful because it is everywhere. Their brand awareness and distribution network enables them to reach virtually every consumer on the planet,” said Colin Beaton, managing director of Limelight Creative Services.
Prem Ramachandran, founder and managing director of White Water Public Relations, said the brand has reinvented itself over the years and blends well into all the market it enters. “It is a great case study for any marketing student and people can learn a lot from the brand. They have a solid integrated marketing approach worldwide and the brand has a very high visibility in the region as well,” he said.
Nike
The popular shoe brand is always synonymous with sports. “[The brand] completely changed the game of advertising by creating the celebrity athlete endorsement which enables a lifestyle brand. Not as innovative as they once were, but still the clear leader in this sector,” said Beaton.
“Nike is another powerful brand and it has shown the world what sports marketing is all about and how it can be utilised to market products. Nike has built the brand intelligently in the Middle East as well and it will surely do well in the years to come if it pursues similar marketing strategies,” added Ramachandran.
Gulf News
The daily with the highest circulation and readership numbers has clearly established itself as the paper for everyone. In fact, it is regarded as the “Google” of the newspaper industry in the region, according to Ramachandran.
“The paper is widely read not only in the region, but also worldwide due to its strong online presence. Gulf News has packaged itself well and today it has rich content along with a great corporate personality,” he added.
“[It is] a paper for everyone, a broad array of news that covers the globe. Local. Regional. Global,” said Beaton.
McDonald’s
One of the leading fast-food chains in the world, McDonald’s has successfully widened its marketing reach. “[It has] used the principle of ‘lowest common denominator’ to appeal to the largest possible audience. It has clever marketing with a focus on family-friendly and value for money that is always a winner,” said Beaton.
Dove
The brand is one of those names that resonate across generations. “For decades, Dove has been a source of comfort and assurance for mothers, their daughters saw this and are now loyal customers as well. Enduring,” said Beaton.
