Aldar has unveiled a new brand to signal its evolving consumer focus and reinforce its position contributing to the development of Abu Dhabi. Aldar has been instrumental in developing celebrated projects such as the F1 Grand Prix circuit and Yas Hotel. Next year a significant proportion of assets will be completed across an increasingly diverse portfolio of residential, commercial, retail, leisure, health and education. Aldar will be more involved in operating and managing assets, as well are building property and infrastructure. This calls for a much more customer centric approach.
The work is grounded in detailed research across a wide ranging audience of Emiratis and expatriates who live or work in Abu Dhabi as well as a cross-section of potential tourists in the GCC, Europe and the Indian sub-continent.
Charles Wright, Managing Director, Wolff Olins said, “Aldar has been bold and innovative in its projects, in line with the vision set out in Abu Dhabi’s 2030 development plan. Aldar is evolving as its development portfolio matures and its brand needs to change too. The work which has just been launched reflects a welcome break with the rather stale convention of property branding in this region. The brand is brave for Aldar, unseen in the region and a first for the real estate industry internationally.”
Mohammed al Mubarak, Chief Commercial Officer of Aldar said, “We are evolving our business model from pure development company to put customers at the heart of everything that we do. In the past we have talked about building the nation. Our business is now maturing. We are thinking long term, caring about people, whilst preserving the heritage of the Emirate.”
When asked to comment on the impact of the brand, Marie Clark, Account Director, Wolff Olins said, “Creating a platform for sustainable future growth is not an overnight change. The brand strategy will influence everything that Aldar does. It goes beyond Aldar’s image and communications; it will be embedded in the culture, capabilities, master planning of new developments, and the creation of new experiences and services. We have conducted a brand measurement study that will be repeated in about six months’ time. Then we will be able to quantify the impact of the brand on Aldar’s business. This has been a fantastic project for Wolff Olins. We share Aldar’s commitment to thinking for the long term, improving quality of life in Abu Dhabi, whilst respecting the culture of the Emirate.”
Wednesday, October 27- 2010 @ 10:43 UAE local time (GMT+4) Replication or redistribution in whole or in part is expressly prohibited without the prior written consent of Mediaquest FZ LLC.