CC poster.indd 1 6/2/13 12:31 PM

Naturally the freshest, naturally the best! At Al Rawdah, we are dedicated to bring only the best quality to our consumers and go out of our way to make sure this happens each and every day. We promise our consumers a 100% fresh product, which is backed by the fact thatour chickens are only a few hours from slaughtering to being in the supermarket.

At the core of Al Rawdah’s brand values, stand our passion for our chickens. The chickens live in large air-conditionedhouses where they have free access to food and water, and have not been treated with anti-biotic or growth hormones at any stage.

With guaranteed 100% Halal products, operating under ISO and HACCP guidelines, Al Rawdah sets the standard for excellence…

For a healthy option, use an Aifryer with no oil with your favourite Al Rawdah products.

Fed only 100% natural feedNo anti-biotics or growth hormonesMinimum environmental impactHome grown right here in UAEAl Rawdah chicken burgers, chicken nuggets, chicken franks and other Al Rawdah processed products aremade from Al Rawdah freshchicken.

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Superbrand magazine.pdf 1 20/11/2013 12:44:37

SuperbrandS 2013

‘A strong brAnd imAge is A powerful Asset’

To build a brand that stands above the rest you have to do more than offer the best products and services in your industry, says Mike English, Director, Superbrands Middle East

building a powerful brand is all about creating the strongest positive perception in the minds

of the customers. This perception is the cumulative result of all the direct and indirect experiences they’ve had over time in dealing with that particular brand - not just the value and quality of the product or service alone, but also their association with the logos or any visual representation of the brand, and even the people who represent the company.

While these perceptions may not always be perfect, with some brands’ reputations exceeding or falling short of Mike English

04 / DECEMBER 2013 Printed, Published and Distributed with Gulf News

SuperbrandS 2013

their demonstrable product attributes, it is a well-known fact that consumers’ beliefs tend to be accurate, stable, and relatively immune to manipulation.

According to Mike English, Director, Superbrands Middle East, “The best brands are not only visually recognizable but also create an instant mental and emotional response in the minds of the customers. What many fail to realize is that even the best-intentioned branding strategy or the most expensive advertising will not work if you don’t deliver on the promises implied within your brand.”

A brand is shaped by an unwavering focus on the delivery of its promises, he reiterates. “Every customer interaction

builds or tears down a brand. When a brand expresses itself in a certain way, the actual, real life experience should be in keeping with that expression. When you fail to deliver on that promise, the signal you instantaneously send out is that of unreliability and the customer loses his trust in the brand. Branding is a question of perception; brands exist only in the minds of their consumers.”

Mike’s in-depth knowledge of the way brands work comes from his more than a decade-long involvement with Superbrands, an independent authority and arbiter of branding excellence that promotes the discipline of branding and recognizes the exceptional and most

valued brands in each region. Since its conception in 1993 and followed by the UK launch in 1994, Superbrands has grown into a global organization that analyses the history and strength of different brands in over 92 countries around the world and across five continents.

The Superbrand status is assigned to a company or a brand based on market dominance, quality, trust, longevity, goodwill, customer loyalty and market acceptance. “Branding is an ongoing effort,” believes Mike English. “Building an effective brand is a lifelong journey you undertake as it requires consistency and involves all areas of the organisation.”

The brands that earn the Superbrands status could be large or small businesses, global companies or home-grown ones, centuries-old or brand new in the market. “No matter which country they are from or which industry sector they compete in or how long they have been in the business, all Superbrands have three things in common,” he adds. “Firstly, consumers feel comfortable with the brand. Secondly, consumers trust the brand and thirdly, consumers know that that brand always keeps its promises.”

Superbrands, which is now entering into its 10th year of success in the UAE, has witnessed the growth of aspirational stories of brands on the home turf in recent years. “What is remarkable and inspiring about the local brands are that they have built their businesses slowly and steadily, cemented strong foundations and then carefully and consistently worked their way up. Brands such as Dubai Duty Free, Al Rostamani, the Landmark Group

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SuperbrandS 2013

08 / DECEMBER 2013

and Apparel Group have charted their own course unlike foreign brands which often followed or implemented the methodologies of the parent company.”

Over the years, Superbrands has raised the awareness of the importance of good branding within the UAE, believes Mike. “We are seeing more and more brands actively thinking about their brand and all the things associated with it. Brands are now ensuring that they are giving out a uniform message to the public which, in turn, raises awareness of that brand.”

A strong brand image is a powerful asset, he points out. Every time a consumer reaches out for a bottle of Masafi or Al Ain when he/she is thirsty; or when one automatically thinks of ‘Fine’ every time one needs a tissue - it amply illustrates the power of the brand.

To be voted as a Superbrand is a “powerful endorsement and evidence for existing customers, potential customers, the media, suppliers, investors and employees of each brand’s exceptional status,” remarks Mike.

Superbrands has proven to be an outstanding success in the UAE over the last few years. The organisation’s annual publication is the centrepiece of its programmes and enjoys momentous reach. This year marked the publication of the 9th volume of Superbrands UAE which contains 54 double page full colour brand case histories which tell the fascinating and insightful stories of the UAE’s most valued brands.

A diverse selection of industry sectors are featured in the book ranging from FMCG’s through to corporate giants. The inclusion of brands from diverse categories such as technology, finance, lifestyle, retail and fast moving consumer goods brands make Superbrands UAE a fascinating and accurate reflection of the Emirates way of life.

We are seeing more and more brands actively thinking about their brand and all the things associated with it. Brands are now ensuring that they are giving out a uniform message to the public which, in turn, raises awareness of that brand

— Mike English

CONFERRED SUPERBRANDFOR THE 4TH CONSECUTIVE YEAR

2010, 2011, 2012 AND 2013!

V CTORY

WE’VE ADDEDANOTHER INGREDIENT,TO OUR TRUSTEDQUALITY AND GREAT TASTE:

SuperbrandS 2013

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SuperbrandS is a powerful endorsement that provides evidence of a brand's standing for existing and potential customers, the media, suppliers and investors. In the UAE, 52 leading brands were awarded the ‘Superbrands’ status in 2013 in recognition of the quality they deliver, the reliability that defines them and the distinctive products and services they offer.

Being voted as a Superbrand is indeed a testament to the recognition and standing that these brands in the market. According to Ashish Chaturvedy, Marketing Manager, Ducab, a world-class cable manufacturing company with three manufacturing

What makeS a Superbrand?A few brands in the UAE, amongst the 52 that were honoured as Superbrands in 2013, speak out on why the recognition conferred on them is proof of the quality they deliver and the distinctive products and services they offer

factories in the UAE, “Ducab was first recognised as a Superbrand in 2009. Being a Superbrand means a lot to our company as it is a recognition of the quality of customer service that we have delivered over a period of time.”

“A Superbrand is also one that will always deliver what it promises, and Ducab exemplifies these qualities,” he adds. “It is our efficiency, customer focus, and world-class products that have made us the Middle East’s number one choice for cabling.”

Serving 90,000 customers daily with 140mn sales annually across its 250 stores in the Middle East, North Africa and India (MENA) region, Max achieved its first Superbrand recognition in 2011. The Superbrand status makes Max an achiever, an exciting brand which stands for ‘Value’ in today’s competitive market place. It also reinforces consumer confidence on being the ‘largest value fashion brand in the Middle East’ and delivering on the promise of ‘More Fashion More Value’.

The impact of brands on consumers is not limited to fashion or lifestyle products alone. Brand impact can be felt across all categories including consumer packaged goods. When Al Rawdah Poultry, the

largest producer of naturally fed fresh chicken and high quality processed meat products in the UAE, was recognized as a Superbrand for the first time in 2013, it was highly commended for its commitment to excellence in quality.

“The company has always maintained ‘excellence in quality’ as the foremost objective and evolved its strategies around that,” says Jeanette Kristensen Alhaider, General Manager Sales and Marketing. “For instance, the meat from our own fresh chicken is used in our processed products as we strive to bring the taste of fresh chicken into ready made products as well. Al Rawdah also gives its poultry 100 per cent natural feed, allows the chickens to live cage-free, and doesn’t give growth hormones or antibiotics. Protecting animal welfare and incurring minimum environmental impact contributes to Al Rawdah’s success.”

Winning the Superbrand recognition for eight years in a row since 2006 is Chili’s, the largest Southwestern chain in the UAE. “When you become a Superbrand, you know that you’ve got it right!” says Jinger Panganiban, Marketing Manager, Saleh Bin Lahej Group - Hospitality Division. “Being a Superbrand raises customer awareness on the brands that perform exceptionally in their own field of expertise and builds a factor of trust among the customers.”

“We have created a niche product by serving quality home cooked food in a casual, friendly environment,” continues Jinger. “Chili’s is justifiably proud of its distinctive product mix. To continue to keep the brand fresh and interesting, the culinary team at Chili’s work tirelessly to create a pipeline of new and innovative dishes. Chili’s devotion to product development and customer satisfaction are major factors for us continuing to be recognised as a Superbrand.”

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2014 is going to be a milestone year for Superbrands UAE.

According to Alex Bibi, Brand Liaison Director, Superbrands Middle East, “This will be the 10th edition of Superbrands UAE, and it will be a special year especially as the Dubai Expo 2020 win is expected to significantly boost the growth of several brands in the region. The existing Superbrands are very excited as they gain a distinctive advantage over every other brand across the country.”

The boost to overall development and the global attention that will be thrust on Dubai during the run-up to Expo 2020 will augur well for Superbrands as this status gives buyers, contractors, and other businesses an immediate confidence in the services and products of the brand, says Alex. “Brands with Superbrand status exude trust, integrity, high quality and the capability to deliver. In addition, every

SuperbrandS uae: embarking on itS 10th year of SucceSSBecoming a Superbrand provides every brand with a vital foundation in which to outperform the market, says Alex Bibi, Brand Liaison Director, Superbrands Middle East, as the organization enters its 10th year of success in the UAE

Superbrand has earned this honour due to its capacity for innovation. These are the brands that often reach outside their existing brand competencies to address

new markets and fulfill new needs of the consumers.”

A strong brand provides businesses with a powerful advantage; and becoming a

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SuperbrandS 2013

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Superbrand provides every brand with a vital foundation in which to outperform the market. Superbrands are clearly thought of as those who have established the finest reputation in their field, offering customers significant emotional and/or tangible advantages over other brands, which - consciously or sub-consciously - customers want and recognise.

According to Mike English, Director, Superbrands Middle East, “Consumers are now much more aware of the Superbrands programme and participating Superbrands are using our logo and award seal in many more ways that shows the general public that they have achieved Superbrand status.”

“I think consumers are much more aware of branding and actively seek out those brands that pitch their message towards them as individuals,” he adds.

That is why, says Alex, huge hoardings on express highways and expensive television commercials alone do not guarantee the success of a brand. “A consumer’s perception of a brand is based on a set of beliefs and expectations built up during continued and consistent brand exposure. Businesses need to understand that this brand perception is

driven more by their relationships with customers than with advertising; and in today’s technologically-driven world; it also includes feedback from other customer brand relationships made visible on social media and other internet websites.”

While agreeing that the Superbrands programme in the UAE has reached maturity, Mike also asserts that “it does not mean that we are going to stand still. Alex Bibi, who is now running the day to day activities of Superbrands, has exciting new plans to offer more value to our brands with new activities that will allow brands to feel part of the Superbrands community.”

One major step forward in this direction is the launch of the Superbrands Facebook page which will be announced shortly. According to Alex, “The Superbrands Facebook page will be a good platform for customers to give feedback on their experiences with Superbrands. The evolution of technology is also shaping how consumers behave and interact with brands; and our voted Superbrands can utilise our Facebook page to capitalise on consumer needs and customise offerings to significantly increase their bottom lines.”

On the Facebook page, all Superbrands,

irrespective of their line of businesses, can share their new services and gain honest feedback on their products in real time, he adds.

Earlier this year saw the launch of Superbrands TV, a new service that enabled prestigious Superbrands to bring their two-page presentations in the Superbrands book to life through sound and pictures. The story of each Superbrand covering the brand’s market, achievements, history and brand values, are traditionally outlined in a coffee-table book which are now renowned worldwide as branding ‘Bibles’. The video productions will mirror the text and images from the brand presentations in the book.

With Superbrands TV, voted brands could showcase their strengths and status as a Superbrand through a new digital delivery platform. “Superbrands TV has been very successful and our Youtube site has had over 1.5 million hits which is excellent for a site that has only been active for a few months. The site allows any interested party to see what the brand is about and what values it stands for,” explains Mike.

Superbrands TV also brings added value to member brands as they can utilise the high quality video footage to promote their brand stories and successes to their clients, staff, suppliers and customers by using them on TVs at reception areas, in-store displays, and at conferences, seminars and exhibitions, points out Alex Bibi.

Yet another initiative launched by the organization to enhance the brand awareness levels a notch higher is the provision of QR codes to all its clients chiefly because of its ability to connect to multimedia digital content. Scanning or reading a Superbrand’s QR code takes you directly to the double page spread in the Superbrands book which details the story and evolution of that brand.

Another year of beingoutstanding!Emax is a Superbrand for the 3rd consecutive year, all thanks to our loyal customers.

We owe the honor to our loyal customers and vendors and will continue to enrich their experience, in every way.

We owe the honor to our loyal customers and vendors and will continue to enrich their experience, in every way.

LAPTOPS CAMERAS TVs MOBILES APPLIANCES

www.emaxme.com

facebook.com/emaxme

twitter.com/askemax

SuperbrandS 2013

Lending human touchMore than its products, it is the service that LIFE renders that makes incomparable

In today’s highly competitive pharmaceutical dispensing market, innovative and creative strategies are the key to market differentiation for all operators. This fact is significant to the UAE where customers have access to world-class products and services. LIFE’s services stand out, as it has designed a fine blend of retailing experience with a human touch. LIFE Healthcare Group plays an important role in the advancement of professional practice in pharmaceutical retailing. Its vigor, sense of innovation and ability to adopt new methods allow it to take advantage of the development possibilities offered by an industry with strong growth prospects. In an industry where the growth rate has been consistent even during the recession period, LIFE expanded its

network for meeting the growing demand for medicines as well as lifestyle products.

LIFE has been honored with many accolades at the national level for its superlative customer service. The company received the DSF 2010 Innovation Award in the category of ‘Best Retail Customer Service’. LIFE was awarded at the Retail ME Awards in the category of Pharmacy and Healthcare for the year 2013 and 2011 as the Most Admired Retailer and Most Admired Store Manager for 2012. The firm also achieved the coveted Superbrands status for the past three years consecutively.

Starting as a retail pharmacy group in 1996, LIFE’s strong impulse to perform has nurtured its growth over the last seventeen years. At present the organization stands tall in the industry with over 100 retail

outlets consisting of pharmacies, healthcare hypermarkets, health and wellness stores catering to an average annual customer base of more than five million walk-ins. As part of its expansion plans, 30 new pharmacies were launched in the last two years. LIFE is

committed to deliver excellent growth in turnover and profitability by expanding its number of outlets to double the current store count in the coming two years. The company employs over 700 professionals.

The Group is credited with introducing many innovations in pharmaceutical distribution in the region. Notable among them include the first healthcare hypermarket in the GCC, the first drive-thru pharmacy in the Middle East, and the first shop-in-shop concept in healthcare in the region.

LIFE categories include:

• Medicines • Vitamins and Supplements • Sports Nutrition • Skin and Beauty Care • Specialty Home Care • Mother and Baby Care • Home Health Care • Orthopedics and Rehabilitation • Personal Care • Homoeopathy medicines • Optics

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SuperbrandS 2013

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Ranking the most tRusted bRands in the uae Superbrands relies on an independent council of brand experts who have a thorough knowledge of the market and methods of business and who set a rigorous selection criteria to pick out the Superbrands each year

SuperbrandS is an invitation-only award scheme and promotional programme with a brand focused

publication at its core. Whilst the selection criteria differ slightly from one country to another, all the superbrand programmes aim to identify those brands that are per-forming above and beyond others within the market.

at the heart of all the programmes is an independent and voluntary council of experts consisting of individuals each with a deep appreciation of the brand landscape in the country and sector being examined. to be voted as a superbrand by this inde-pendent Council is a powerful endorse-ment and evidence for existing customers, potential customers, the media, suppliers, investors and employees of each brand’s exceptional status.

the superbrands Council in the uae comprises of individuals who have shown exceptional aptitude in business and who have a thorough knowledge of the market and methods of business. the uae

superbrands Council (2013) include hala badri, executive VP brand & Communica-tions, du; John brash, managing Creative director, brash brand strategy & design; h.e. sheikha Lubna al Qasimi, minister, ministry of Foreign trade; John deykin, general manager books, motivate; Colm mcloughlin, executive Vice Chairman, dubai duty Free; Laila suhail, Chief executive Officer, Dubai Shopping Festival; Mishal kanoo, deputy Chairman – uae & oman, the kanoo group; dr. Ram buxani, Presi-dent, Cosmos; and mike english, director, superbrands middle east.

the distinguished superbrands Council members compile the shortlist each year of brands in the country that have fulfilled a certain level of exceptional standards. after rigorous selection criteria set by the superbrands Council, over 2,500 marketing professionals are invited to vote for candi-date brands. this voting is scored online. this year, more than 1,415 leading uae

brands were scored by the superbrands Council and later through the online poll.

the brands that scored more than 80% of the total possible marks were declared superbrands by the brand Council. thus the brands, which meet the stringent criteria set by the Council are awarded with superbrands status. the brand which scores the highest points is then awarded the accolade of ‘brand of the Year’ at the annual tribute event.

only brands that achieve the level of recognition set by the independent super-brands Council are eligible for inclusion in the superbrands uae book, which traces the history and achievements of each of the brands. the 2013 superbrands book is a coffee table book, which includes a two-page profile of each Superbrand tracing the foundation and development of the brand and a ‘things You didn’t know section’ highlighting interesting facts about the brand and its unique achievements.

according to John deykin, general manager books, motivate, “superbrands provides excellent external tracking of the impact a brand makes 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.”

Colm mcloughlin, executive Vice Chair-man, dubai duty Free, believes that “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

SuperbrandS 2013

3M captures the spark of new ideas and transforms them into thousands of ingenious products, and being recognized for our strong identity and reputation in the UAE reiterates our commitment to the country and the region. Our culture of creative collaboration inspires a never-ending stream of powerful technologies that make life better. 3M is the innovation company that never stops inventing.

For more information, visit www.3Mgulf.com

Well-receivedAppreciation

For ConstantInnovation

customer feels about the brand that will determine a Superbrand.”

How the brand attributes become meaningful to the consumer and why people choose one brand over another will be found in the emotional connection be-tween brand and consumer, he elaborates. “This element will override the rational debate, motivating consumers to go onto a waiting list, travel distances or pay a pre-mium for the brand they want. This is what builds brand equity and, over time, trans-

forms a basic brand into a Superbrand.”A Superbrand never knows the word

‘best’, it only knows the word ‘better’, believes Mishal Kanoo, Deputy Chairman – UAE & Oman, The Kanoo Group. “A Su-perbrand believes nothing is the best and it needs improvement from time to time while retaining its core personality.”

Even the smallest complaint or compli-ment from customers’ counts for a Super-brand as these hold the key to the success of the brand, he explains. “The customers’

perception towards the brand defines what the brand really is. What is therefore most important for a Superbrand is to gain positive perception that exceeds the portrayed brand personality.”

The significant challenge for a Super-brand is to maintain its top-of-mind position in this fast-moving market, he continues. “Thus, a Superbrand does not compete but it offers differentiation or something that never existed in the market before to always stay in the frontline.”

SuperbrandS 2013

20 / DECEMBER 2013

A celebrAtion of brAnd powerThe ninth edition of Superbrands recognized and honoured UAE’s strongest brands at its annual tribute event

Superbrand status strengthens a brand’s position, adds prestige and sets the brand apart from

its competitors. As the world's largest independent arbiter of branding, Superbrands identifies and pays tribute to exceptional brands by recognising, rewarding and reinforcing leading brands from all over the world.

on June 4, 2013, Superbrands UAe hosted their annual tribute event to

honor the UAe’s strongest brands at the intercontinental Hotel in dubai festival City. Often called the ‘Oscars of Branding’ night, the event unveiled many new entrants including several local brands in addition to the globally recognised brands.

Superbrands also unveiled the ninth edition of its much coveted coffee-table style Superbrands book, which includes a two-page profile of each of the Superbrands, at the tribute event.

Fifty two leading UAE brands were awarded the ‘Superbrands’ status at the gala event, which was attended by the country’s most prominent senior business, marketing and branding executives.

“It is heartening to see so many of the UAE’s home grown brands make it into the Superbrands UAE book alongside large corporate entities and world famous

FMCG brands,” says Mike English, Director, Superbrands Middle east. “we ensure that the participation in the book is by invitation only and is a recognition of the inherent strength of organization and its brand value and the enormous effort that goes to make them such successful brands.”

Superbrands has raised the awareness of the importance of good branding within the UAE, believes Mike, “and we are seeing more and more brands actively thinking about their brand and all the things associated with it. brands are now ensuring that they are giving out a uniform message to the public which, in turn, raises awareness of that brand.”

Over the years, what has come into prominence is the emergence of brands that mean something to most people on a daily basis, he says. “The glamour and

SuperbrandS 2013

22 / DECEMBER 2013

luxury brands took a backseat during the credit crunch period and we have since seen the rise of the ‘value for money’ brands, which people perceive as being not only exceptional value for money but also those which provide exceptional quality.”

While many brands have retained their Superbrand status this year, those who have made it to the list for the first time include amongst others Citymax Hotels, a retail and hospitality group with focus on the budget traveller; Masdar, Abu Dhabi government’s for-profit, renewable energy company that is advancing a new energy economy around the world; N'Style International, a luxury beauty and grooming services provider; Oasis Centre, a mid-sized community shopping mall; Sweet Factory, a leading Pick ‘n’ Mix confectionery brand; Malabar Gold & Diamonds, the flagship division of the Malabar Group; and Tim Hortons, a Canadian cafe and bake shop.

“One standout new Superbrand this year has been Hunter Foods, a local brand and the Arabian Gulf region’s first specialty gourmet snacks manufacturing company that has made a big impact on the food industry in the region,” says Mike English. “We must also applaud Tim Hortons for the way that the brand has impacted on the local scene. Within a relatively short time, the brand has helped create awareness and begun the process of building a brand relationship with their customers across the GCC.”

The brand that received the highest score amongst all the Superbrands was declared the highly anticipated ‘Brand of the Year’. The recipient of this prestigious honor goes to du, a thriving, multi-billon dirham telecommunications industry at the forefront of change.

“The Brand of the Year is the brand that scored the highest mark in our voting survey and Du achieved that by being consistent in its message and also by positioning itself as being more efficient and customer friendly than its opposition,” explains Mike. “Du has worked exceptionally hard to ensure that their consumers get the best possible service. Du’s brand has won the trust of consumers and is well placed to become the number one in the market place.”

Since its inception in 2006, du has enhanced and expanded its bouquet of propositions in an industry that is at the heart of economic and social transformation. Bringing people and businesses together is what the company does best, offering mobile and fixed telephony, broadband connectivity and IPTV services to people, homes and businesses all over the UAE.

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2013

People’s Choice

SuperbrandS 2013

24 / DECEMBER 2013

Upholding the tradition of purityAl Rawdah emphasises on being eco and environmentally friendly. It lays stress on route planning, ensuring minimum pollution by planned and scheduled transportation as well as keeping animal welfare in mind

Serving its customers with the best poul-try products has been a tradition at Al Raw-dah for almost two decades. As pioneers of poultry farming in the UAE, Al Rawdah is the largest producer of naturally fed fresh chicken and high quality processed meat products in the emirates.

Al Rawdah is located 40 kilometers from Dubai along the Al Ain Road covering 538 hectares with a processing capacity of over 45,000 birds daily. Its ultramodern and hygienic production facilities with 100% Halal practices are in line with international standards, certified by ISO and HACCP, and regularly monitored by Dubai Municipality’s food control inspector.

What sets Al Rawdah apart is its seal of quality and freshness. Most of Al Rawdah chickens go directly to supermarkets as fresh produce while others go to the food processing plant minutes away from the slaughtering house. The entire range of frozen products such as chicken burg-ers, chicken franks and other processed products are made from fresh Al Rawdah chicken.

Keeping the interests of its customers first, Al Rawdah is always exploring ways to achieve more. Recently, Al Rawdah tied up with Philips, the producer of white con-sumer goods, to promote healthy eating even when opting for processed items. The two brand leaders have teamed up to edu-cate its consumers on how to take oil out

of food without compromising on taste.Al Rawdah has always cared about the

local community and has been supporting underfunded schools in the emirates as well as other charity organizations through-out the years. In July 2013, Al Rawdah together with Dubai Autism Center started an awareness campaign to provide oppor-tunity for those suffering from Autism.

Al Rawdah also gives equal emphasis to being eco and environmentally friendly. It lays stress on route planning, ensuring mini-mum pollution by planned and scheduled transportation as well as keeping animal

welfare in mind.The company has always maintained

“excellence in quality” as the foremost objective and evolved its strategies around that. Talking about some of the recent new packaging measures introduced Jeanette Kristensen Alhaider, General Manager Sales and Marketing, said: “The meat from our own fresh chicken is used in our pro-cessed products such as chicken nuggets and breaded chicken fillet, so we strive to bring the taste of fresh chicken into ready made products as well.

“There is a fresh new look in our packag-ing which brings brightness and a feel-good factor to our products. We needed to talk more to our consumers, tell them a bit about Al Rawdah and what we stand for. The new packaging combines the old and the new, the ‘old’ being the same good quality chicken and chicken products that Al Rawdah always has delivered and at the same time symbolizes a new beginning where Al Rawdah will tell the consumers about the place and the people behind the chicken, and the way in which it supports the local community.”

“Al Rawdah gives its poultry 100 per cent natural feed, allows the chickens to live cage-free, and doesn’t give growth hormones or antibiotics. Protecting animal welfare and incurring minimum environ-mental impact contributes to Al Rawdah’s success.”

Al Rawdah has built a strong name in the sector and branched out to other countries in the Middle East. The Super Brand has partnerships in Kuwait, Oman and Leba-non. In the future, it plans to strengthen its presence and continue its expansionary mode. “Al Rawdah is expanding. With our second farm coming up in Liwa we will be able to satisfy customer demands. On the frozen range our goal is to become stron-ger in the retail sector and gradually move in to all of GCC,” concluded Alhaider.

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Longstanding and Successful HistoryBeing awarded the Superbrands status for four consecutive years, Al Rostamani Group has added another milestone to the Group’s longstanding and successful history

Al RostAmAni GRoup is one of the largest and oldest business conglomerates in the United Arab Emirates. Founded in 1957 by the late Mr. Abdulla Hassan Al Rostamani, the Group has a diversified portfolio of businesses including trading, automobiles & heavy equipment, travel, foreign exchange, financial services, property development, contracting,

infrastructure development and information technology services. Governed by the core values of Commitment, Care and Vision the group fosters diversity and is poised for further growth.

The Group has actively expanded its portfolio to include companies across a range of diverse industries which are represented by the following companies: Abdulla Al Rostamani Properties, Al Rostamani Capital, Al Rostamani Communications, Al Rostamani Enterprises, Al Rostamani Global Solutions, Al Rostamani Industries, Al Rostamani International Exchange, Al Rostamani Pegel, Al Rostamani Trading Company, Al Rostamani Travel and Holidays, Central Trading Company, Dubai International Securities, Emirates Electrical Engineering and United Diesel.

The strength of the Group is also due to its successful ability to forge longstanding

alliances, ventures and dealerships with leading worldwide organizations such as Michelin, Castrol, Suzuki, Renault, UD Trucks(Nissan Japan), Tata Buses & Trucks, NEC-Philips, Avaya, Alcatel-Lucent, Blue Star, Forch, Federal, Disneyland Paris, Thomas Cook NRI, Rail Europe and Globus to name a few.

Being awarded the Superbrands status for four consecutive years is a great achievement and adds another milestone to the Group’s longstanding and successful history.

The Group’s success in achieving Superbrands status for fourth consecutive years (2010-2013) is attributable to the visionary leadership of the Chairman, Mr. Marwan Al Rostamani and Vice-Chairman,

Mr. Hassan Al Rostamani in driving business excellence, growth opportunities, customer care, and nurturing and developing its employees.

SuperbrandS 2013

The World’s Favourite JewelerThe success of the Joyalukkas Group lies in the loyalty it has garnered through its main philosophy, which is to ensure complete customer satisfaction and trust, across all its showrooms globally

Joyalukkas, the world’s favourite jeweller has been awarded Superbrand status 4 years in a row, with 2013 being no exception. Since its inception over 25 years ago, Joyalukkas has grown into a multi-billion dollar global conglomerate that has rapidly expanded its global footprint all over the world. Today, Joyalukkas, has 90 jewellery showrooms across 10 countries, with a further 10 planned by the end of year 2014.

The Group, under the visionary leadership of Mr. Joy Alukkas, Chairman and Managing Director of Joyalukkas group, has flourished and has earned the status of the “world’s favourite jeweller.” Since its humble beginnings in Dubai, UAE, the Group has sought to constantly challenge and evolve the landscape of the jewellery retail sector. It is this aggressive strategy that has led the Joyalukkas Group to become a name to be reckoned with today, in the global jewellery retail industry.

The success of the Joyalukkas Group lies in the loyalty it has garnered through its main philosophy, which is to ensure complete customer satisfaction and trust, across all its showrooms globally. Customers to Joyalukkas showrooms can choose from over a million exquisite designs from around the world, handcrafted to perfection. The designs are

available in all precious forms of jewelry i.e. gold, diamonds, platinum, precious stones and pearls. In addition, by adhering to globally approved processes and norms, Joyalukkas has assured its place as a No. 1 global jewellery retail brand.

Over the years, Joyalukkas has received global recognition for its unprecedented growth and its excellence in customer service. Amongst the most notable of awards is Superbrands, won consecutively in 2010, 2011, 2012 and 2013 and was the recipient of the “Best Service Performance Brand awards,” by Dubai Service Excellence Scheme. In addition, they also clinched the title of best retail jewellery chain of the year at the National Jewellery Awards

in 2011 and was also presented the Dubai Quality Awards certification by HH Sheikh Mohammed Bin Rashid Al Maktoum, Vice President and Prime Minister of UAE and Ruler of Dubai.

Jyalukkas has also received a “Limca Book of Records” for its Chennai showroom as the world’s largest jewellery showroom and Al Fahidi Street showroom in Dubai, UAE is the largest jewellery showroom in the middle-east. In addition to jewellery the Group has further diversified its business interests to include, Fashion & silks - Jolly Silks, Luxury Air Charter -Joy Jet, Money Exchange -Joyalukkas Exchange, Malls -Mall of Joy and realty -Joyalukkas Lifestyle Developers.

DECEMBER 2013 / 27

SuperbrandS 2013

High Quality Power CablesDucab has extended the manufacturing range to the highest world standards of power cable manufacturing up to 400kv

Ducab (Dubai Cable Company) was opened in 1979 by the late ruler of Dubai Sheikh Rashid Bin Saeed Al Maktoum. It was opened as a joint venture between Government of Dubai and BICC Group of the UK.

In 2001 Ducab became jointly owned by the Governments of Dubai and Abu Dhabi (50% each), in 2005 Ducab’s first facility in Abu Dhabi and second overall was opened in Mussafah. In 2008 Ducab expanded its facilities by opening a 3rd factory and a Copper Casting Plant in Abu Dhabi. In 2009 Ducab celebrated 30 years of its opera-tions, opened a new special cable’s unit and did the ground breaking of Ducab-HV; high voltage factory which is a joint venture with DEWA and ADWEA. Ducab-HV

factory inaugurated by HH Sheikh Moham-mad bin Rashid Al Maktoum, Vice President and Prime Minister of the UAE, and Ruler of Dubai in the presence of H.H. Sheikh Hamed bin Zayed Al Nahyan, Chairman of Abu Dhabi Crown Prince's Court in Novem-ber 2011; represents the ongoing growth of Ducab since its opening. This latest addition extends the manufacturing range to the highest world standards of power cable manufacturing up to 400kv.

Ducab has one of the most modern man-

ufacturing units in the region. It occupies an area of 590,000 square meters of land in Jebel Ali, Dubai and nearly 330,000 square meters in Mussafah, Abu Dhabi. Ducab-HV’s total built up area of factory, laboratories and ancillary buildings is 30,000m2, on a plot of 93,000m2 at the Ducab Jebel Ali site.

Today, we are supplying a range of high quality power cables and accessories to our customers across the world in 40 countries.

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Ducab has one of the most modern manufacturing units in the region. It occupies an area of 590,000 square meters of land in Jebel Ali, Dubai and nearly 330,000 square meters in Mussafah, Abu Dhabi. Ducab-HV’s total built up area of factory, laboratories and ancillary buildings is 30,000m2, on a plot of 93,000m2 at the Ducab Jebel Ali site

SuperbrandS 2013

High Fashion and AffordabilityMax strives to fulfill its brand promise of ‘More Fashion More Value’ to its customers by offering merchandise designed in-house and manufactured to stringent quality standards at amazing prices

Launched in the UAE in 2004, Max caters to the mid-market segment. Max retails branded merchandise for men, women and children along with footwear, home and accessories. With a network of over 250 stores, Max is present in 17 countries across UAE, Saudi Arabia, Kuwait, Oman, Jordan, Qatar, Bahrain, Turkey, Egypt, Sudan, Yemen, Lebanon, Nigeria, Libya, Iraq, Tanzania and India.

An established Superbrand, Max strives to fulfill its brand promise of ‘More Fashion More Value’ to its customers by offering merchandise designed in-house and manufactured to stringent quality standards at amazing prices. Max will have 290 stores by December 2013 across Middle East, Africa and India.

By 2020 Max aims to reach 750 stores with an annual turnover of USD 3bn thus retaining its position of the largest value fashion brand in the Middle East, Africa and India. Max is part of Landmark Group, one of the largest retail conglomerates in the Middle East and India.

The latest collection from Max is the perfect combination of high fashion and affordability drawing inspiration from high fashion catwalks.

For women, this season’s collection stems from ‘tartan grunge’ and rich warm colours taking cue from the Metropolitan Museum of Art's Costume Institute Gala adding our own animal print twist to the mix. Mesh inserts and overlays and panel blocs are all presented in the collection. The Scottish Highlands are another source of inspiration with kilts, tartan skirts and print on print combinations. Embellished collars and hems are also trends to keep an eye out for at Max this season. It’s all about the detail.

This winter Max men’s wear experiments

with specific key trends across the season starting off with the ever popular tartan trend offering items like, blazers, printed sweaters cardigans and shorts.

Influenced by rock music, studs add detail to basic wardrobe items; tees, sweaters and denims in black, ivory, grey marl and ink. There is a huge influence by military prints with a modernized take including, animal prints, camouflage

military styled shirts plaid shirts and military uniform styled jackets and trousers. The New York ‘90s are back with bomber and baseball jackets, sneakers, thick sweaters, hoodies, coats & baggy tees.

For more information, visit: www.maxfashionretail.com, orjoin the conversation at www.facebook.com/MaxFashionuae

By 2020 Max aims to reach 750 stores with an annual turnover of USD 3bn thus retaining its position of the largest value fashion brand in the Middle East, Africa and India. Max is part of Landmark Group, one of the largest retail conglomerates in the Middle East and India

DECEMBER 2013 / 29

SuperbrandS 2013

Basmati, known as the “Prince of Rice”, can only be grown in one place on earth – at the foothills of the Himalayas. Here the snow-fed rivers, rich soil and unique climate combine to give Tilda Pure Basmati its tantalising flavour, delicate texture and magical aroma . . .

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Pure Goodness

Tilda selects this unique, fragrant and delicate Basmati grain from farmers who hand-tend their crops using methods handed down through many generations. For over 40 years, the Tilda family business has worked hand-in-hand with the Basmati farming community and taken on the mantle of guardianship of this precious grain.

Basmati remains at the very heart of Tilda and the company is committed to selecting only the finest Basmati for all its products. In its quest for the very best Basmati, Tilda utilises its long-standing and unique expertise, including the latest DNA technology to check every batch of rice for purity to ensure only pure Basmati makes it into a Tilda pack.

Tilda’s number one range of Tilda Pure Basmati Dry Rice and hugely successful

Tilda Steamed Basmati ready-to-heat range are key to the Tilda portfolio. While Tilda is synonymous with Basmati, the brand also offers a range of speciality rice which includes Jasmine Rice, Arborio Risotto Rice and Giant Wild Rice. Tilda’s newest additions to its extensive range of rice products include Tilda Kids, a delicious new rice and veggies ready-to-heat range for children, and Tilda Grand Extra Long Basmati, both of which were launched early this year.

Tilda is committed to innovation beyond NPD. With the quality of its Basmati paramount, Tilda has also for many years

led the way in consumer-led packaging innovation, recently switching from pillow packs to more premium block packs and introducing the patented Seal ‘n’ Store packaging, the first of its kind anywhere in the world which gives the consumer the option of storing the rice in the pack and resealing in between uses rather than having to decant.

A house-hold name in over 50 countries Tilda represents heritage, trust and uncompromising quality. Cooking with legendary Tilda rice is the perfect way to enjoy an affordable yet luxurious meal, full of goodness.

At UNB, we believe consistency is critical to long term success. And our relentless pursuitof perfection has once again bestowed upon us the Superbrand title. Thank you customers,

well-wishers and colleagues for making this happen.