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Do Westernized Brands give the Middle East a Better Image?
Few years ago, large organizations over the Arab world, mostly carrying family names as a brand, used to compete with that name's clout. Brands where cocooned inside their own universe and the rules guiding the West's brand and image competition where simply alien to this part of the world.
And then, one day, the big boys from overseas opened shop everywhere a potential market existed....
That was roughly 100% of the Arab world.
A flood of logos, brands, statements and strong images poured in flooding the Arab consumer’s senses. This was considered the rise of branding in the region. Suddenly, local organizations are competing with huge global brands.
An expected reaction was the emulation of a tested and proven concept in branding, thus the "westernization" of local brands and identities.
