how elaraby group build its brand image

2. Prepared by:
1- Ahmed Mohamed Abd Elhalem
2- Ahmed Medhat Mohamed
3- Ahmed Emad Abd Elfattah
4- Mohmed Ahmed Gamal
5- Sherif Ahmed Ibrahem

3. ELARABY Group Branding

4. About the Company
- ELARABY is an Egyptian joint-stock family
enterprise established in 1964
- Engaged in both manufacturing and marketing
of engineering products and plays a
developmental role for the Egyptian economy
and society.
- It is dedicated to provide high quality products
to meet the needs and expectations of the
consumer.
- Its aim is to be the best Arab and African

5. Brand Equity
- Set of brand-related associations held by the
consumer in memory toward brand logo or name
- ELARABY group is a well established company
- Fulfill the brand equity components
1- Awareness
2- Knowledge
3- Quality
4- Image
5- Loyalty

6. 1- Awareness ( IMC )
a) Advertising e) Personal Selling
b) Sales Promotion f) Direct Marketing
d) Public Relation

7. 1- Awareness ( IMC )
Ex: TORNADO
Recognize & Recall

8. 2- Knowledge
Full details implemented through
- Website & Facebook page
- Hot line: 19319
- Carrefour
- Brochures

9. 3- Perceived Quality
- Reliability: Function doing
- Tangibility: physical quality
- Responsiveness: facebook page &
customer service centers
- Assurance: trust in guarantee (field of experience)

10. 3- Perceived Quality
- Empathy: Friendly behavior of customer service
agent in
Abbaseia center

11. 4- Brand Image:
ELARABY group tried a lot to
make its brand image reflects
its identity
‫العربى‬...‫الثقة‬ ‫صناع‬
And we can discover that in
its facebook page reviews
and comments.
Brand’s image reflects identity?

12. 5- Brand Loyalty:
customers who have purchasing experience
from ELARABY Products,
regularly purchase (high-quality products that
incorporate high technology)

13. Bad Image
In summer 2016
There was a
defect in SHARP
air conditioners

14. Air-condition Chamber
Amwaj

15. In Cairo Festival Mall

16. Feedback in next summer
In summer 2017 SHARP still No1, but
its market share decreased greatly
compared with previous years

17. Thank you