Friday 29 March 2024
 
»
 
»
Story

Tawuniya name change 'a success'

Dubai, December 11, 2007

It has been just over a month since The Brand Union, the global agency dedicated to brand mastery, transformed NCCI into Tawuniya.

And The Brand Union’s initial relationship with Tawuniya has resulted in much more than a superficial name change, according to the agency’s head of strategy Michael Hughes.

“We wanted to leverage NCCI’s brand heritage in Saudi Arabia, where the company has the reputation of delivering dependable, cooperative products and services. We used this status to reposition the new brand in the light of its internal reorganisation and renewed market position as the premier insurance company in the country,” Hughes added.

“What we did was to evolve the brand with a new name, identity and created a strong and distinctive personality that reflects Tawuniya’s true character and position. The new name and identity takes ownership of the co-operative insurance category and evokes a strong emotional connection to customers,” said Hughes.

The brand evolution Hughes speaks of stemmed from a number of factors affecting Tawuniya’s business including new competitive entry, internal structural reorganization and the insurer’s establishment as a joint stock company.

NCCI’s vast network and local experience had already ensured that the company was considered as the most trusted insurer in Saudi Arabia. However, The Brand Union still set about researching NCCI’s retail and corporate customers, concluding that a course of brand revitalization would consolidate this strong position and eradicate any potential areas of brand weakness.

“The insurance market in Saudi Arabia is very competitive and smaller companies are merging in order to meet the challenges the environment presents. However, our new brand achieves several objectives, the most prominent of which is customer awareness of the changes the company has gone through in the recent past and driving forwards our mission and vision,” said CEO, Tawuniya, Ali Al-Subaihin.

The result is a stronger brand and The Brand Union continues to further grow its business in Saudi Arabia. In the meantime, Tawuniya’s new brand is assisting it in bolstering its strong position in Saudi Arabia thanks to its partnership with the GCC’s brand masters.- TradeArabia News Service




Tags: NCCI | Tawuniya | The Brand Union |

More Miscellaneous Stories

calendarCalendar of Events

Ads