Emirates NBD wins top award for PR marketing initiatives at Arab Achievement Awards 2011
Emirates NBD, a leading bank in the Middle East, announced today that it has received the top award for its marketing and PR initiatives at the annual Arab Achievement Awards 2011. The award ceremony was held in Abu Dhabi and recognises the excellence of companies and institutions in the Arab region.
This award acknowledges the successful establishment of Emirates NBD as the leading banking brand in the UAE, less than two years after its launch in November 2009, following the merger of Emirates Bank and National Bank of Dubai.
“We have seen continuously growing recognition of our brand over the last 12 months,” said Jamal Bin Ghalaita – Group Deputy CEO, Emirates NBD. “One major step was the institutionalization of a holistic market research-driven brand value management system. Based on customer insights we have been able to refine our brand value proposition and to align all our marketing and PR activities in a high impact fashion.”
In 2010, the value of the Emirates NBD brand increased by USD 295 million, making it the most valuable banking brand in the UAE resulting in position 132 in The Banker magazine’s global “Top 500 banking brands” ranking 2011.
Commenting on winning the award for leading PR/Marketing, Vikram Krishna, Head of Group Marketing, Emirates NBD said: “We are proud to receive this award, which recognises our achievements in establishing an industry-leading brand. A key success factor has been our comprehensive and innovative ‘360 degree marketing’ approach. ‘360’ because our approach covers every angle of any potential interaction with our stakeholders from a marketing point of view.”
The Emirates NBD ‘360 degree marketing’ approach encompasses eight distinct fields, including consumer insights, product innovation, internal branding, brand activation, events & sponsorships, local area marketing, digital marketing and communications.
Emirates NBD, the leading banking group in the region, was formed on 19 June 1963, when H.H. Late Sheikh Rashid bin Saeed Al Maktoum signed the Charter of Incorporation of the National Bank of Dubai (NBD) which became the first National Bank established in Dubai and the United Arab Emirates (UAE). With the blessings of H.H. Sheikh Mohammed bin Rashid Al Maktoum, Vice President and Prime Minister of the UAE and Ruler of Dubai, NBD merged with Emirates Bank International (EBI) on 06 March 2007, to form Emirates NBD, the largest banking group in the region by assets. On 16 October 2007, the shares of Emirates NBD were officially listed on the Dubai Financial Market (DFM). The merger between EBI and NBD to create Emirates NBD, became a regional consolidation blueprint for the banking and finance sector as it combined the second and fourth largest banks in the UAE to form a banking champion capable of delivering enhanced value across corporate, retail, private, Islamic and investment banking throughout the region.
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