Dr. Paul Temporal, top international branding guru, to help DUBAL in its strategy
Dubai, United Arab Emirates - In line with its strategy to maintain its position as one of the major aluminium producers worldwide, Dubai Aluminium Company Limited (DUBAL) which houses one of the largest single site smelters has embarked on a major branding programme under the guidance of the leading international branding expert, Dr. Paul Temporal.
This extensive branding assessment initiative is in line with the 10-year growth strategy directed by H.H. Sheikh Hamdan bin Rashid Al Maktoum, Deputy Ruler of Dubai, UAE Minister of Finance & Industry, and Chairman of DUBAL.
Mr. Khalid Buhumaid, GM, Corporate Relations and International Affairs, DUBAL, said: "DUBAL already enjoys an excellent international status as one of the leading companies in aluminium production. This brings more responsibility on us to ensure that our local, regional and international clients receive continuous world-class service in customer care and after-sales service. Hence we had to review our branding strategy to get to understand our weaknesses and strengths. This will help overcome our weaknesses and come up with a comprehensive branding strategy that matches the company's renowned international status in accordance with HH Sheikh Hamdan's directives which stress on highlighting the leading position of DUBAL, Dubai and the UAE in the international arena."
"We have in the past followed up, reviewed and analyzed international markets in aluminium production and we have found that it is necessary to take an initiative to adapt to new economic requirements and its following implications in the international market. DUBAL has an excellent infrastructure and the necessary expertise not only on the regional level but on the international level as well in aluminium production. This is why the company is considered the biggest in the non-oil industry in UAE enjoying a pioneering growth in this sector."
Dr. Temporal who is involved with the Branding Dubai campaign for Dubai Government, spent two days at DUBAL. On the first day, he went on a plant tour to gauge the size of the sprawling complex and to understand the company's business in greater depth, so that he can implement a relevant branding campaign, which reflects DUBAL's business position as a market leader in this region. The tour also helped him learn about the future strategy and vision of DUBAL, so that he can guide the company on its branding drive, in line with its corporate growth and strategy.
Mr. Kalban along with the senior management team endorsed the recommendations positively and decided to spearhead the project to enhance DUBAL's branding and successfully position it regionally and internationally, as one of the most reliable supplier of good quality metal.
-Ends-
For further information please contact:
Mr. Mohammed A. Yahya
Manager
Corporate Affairs
DUBAL
Tel: 971 4 8846666
Fax: 971 4 8846919
E-mail: mayahya@dubal.ae
Arabia PR FZ LLC
Tel: 971 4 391 12 00
Fax: 9714 390 45 11
E-mail: arabiapr@dubaimediacity.net
© Press Release 2005
