Senior officials involved in promoting the United Arab Emirates as a tourist destination will attend a two-day branding workshop organised for the UAE Tourism Committee at the Emirates Palace Hotel in Abu Dhabi on the 24th and 25th of September. The event is being held under the patronage of His Highness Sheikh Abdulla bin Zayed Al Nahyan, UAE Minister of Information & Culture.
“The workshop in Abu Dhabi will take place immediately after the workshop for the GCC Tourism Committee in Dubai and will impart information on developing strategic brand platforms and management of a brand personality as well as ownership of a specific and unique position in the minds of consumers,” said Information and Culture, Under-Secretary Saqr Ghubash.
Mr. Ghubash remarked: “The UAE as a destination needs a unified approach to strategic positioning as a brand to convince tourists to think about why we are different or better from what the competition has to offer. We have to differentiate and create an integrated perception and make long lasting vivid impressions.”
In present times, strategic brand positioning is applicable to every circumstance where influencing minds is the objective. “Every destination has a ‘position’ in that people who see or hear about them form views, judgments, comparisons, ratings and opinions,” stated Mr. Ghubash.
While more than 40 senior officials have confirmed attendance at the event, a few seats are being made available to senior representatives from the UAE’s tourism and hospitality sector and bookings for the event close on 20th of September.
Temporal Brand Consulting, the leading branding consultancy in Asia has been identified to conduct these workshops and the program will focus on brand strategy implementation.
Branding guru Dr. Paul Temporal, author of seven best sellers on branding in Asia with his unrivalled knowledge of the markets and cultures in the region would be conducting both the workshops.
Temporal Branding Consulting’ experience spans a wide spectrum of industry sectors from governments to powerhouse global brands to entrepreneurial local companies.
Public sector assignments successfully completed by Temporal Brand Consultancy include: Advisory work on re-positioning Canada in Asia; Brand strategy advice to the government of China on how to develop China's top 100 brands for global competition; Re-positioning Britain in Asia working for the Foreign and Commonwealth Office, Department of Trade and Industry, the British Council and other organizations to gain inclusivity in brand strategy formulation and implementation; Global research and brand strategy to develop Malaysia's image as a top tourist destination; Worked with New Zealand government and private sector to develop a new brand strategy for Asia; Global positioning strategy development for Singapore.
Dr. Temporal is one of the world's leading experts on brand strategy and the thought leader for branding in Asia. Temporal Brand Consulting has offices in Singapore, Kuala Lumpur, Bangkok, London, St. Louis (USA) Shanghai & Beijing.
