The ARAB brands initiative By Raja Haber BIFEX 2015 organized by the Lebanese Franchise Association

1. 1
THE ARAB
BRANDS INITIATIVE

2. The Arab Brands Initiative
Beirut, 14 May 2015

3. Why ABI?
Why Today?
“The Arab world and the world at large are thirsting for economic impulses and
new initiatives coming from the Middle East.”
Professor Jan-Benedict Steenkamp
Because…
• Brands are the foundations upon which the LFA is
built….and its pillars.
• The LFA is committed to modernity, the environment
in which brands can thrive.
5/28/2015 3

4. Why ABI?
Why Today?
And because…
• Lebanese brands, in general, and LFA brands, in
particular, have blazed a trail across the Middle East
and North Africa.
• Despite politics and bureaucracy, the MENA region is
viewed by the Arab private sector as a common
market.
• Arabs have the required modern skills to launch
globally-competitive brands.
5/28/2015 4

5. Valuable
Real Estate
• “A brand is the most valuable real-estate in the
world, a corner of the consumer's mind”.
Derived from David Aaker
• “A brand is a promise… it delivers a pledge of
satisfaction and quality.” Walter Landor
• “Brands are valuable. Many companies put the value
of their brand on their balance sheet.” Scott Goodson
• Brands outlive products..they leave an enduring
impression....
5/28/2015 5

6. Arab Brand
Champions
• The Arab world needs more home-grown Arab brand
champions, because of they can transform
economies…and make them more dynamic and
competitive.
• Many Arab companies have recognized these
principles…and created global brands, among them,
the Arab brands that are displayed on the shirts of
illustrious European football clubs.
• But an is urgently needed to turn 100 Arab brand
champions into 1000….helping to create jobs and
transform the Arab economic landscape.
5/28/2015 6

7. A Call to Brand
Guided by the admirable principles above, the LFA and its
partners will undertake, in the coming days, the following:
 Prepare an ABI Action Plan to take us from the
‘initiative’ stage towards an institutional setting.
 Discuss Action Plan with other Arab economic
organizations (Federations, Chambers and
Associations), as well as with donors and financial
institutions whose mission is to support SMEs in the
Arab region.
5/28/2015 7

8. A Call to Brand
contd.
 Propose a modern organizational structure that
can fulfill ABI’s mission and objectives.
 Complete the legal and registration processes for
ABI and set date for the official launch.
 Coordinate with Arab Ministries whose
responsibilities include, IP, TM and SME support.
5/28/2015 8

9. ABI Mission
• Inspire young Arabs to follow in the footsteps of
Arab brand champions.
• Offer a platform for Arab innovators and
entrepreneurs to meet and exchange ideas.
• Promote Arab brands and encourage the creation
of more of them…and utilize Arab Diaspora networks
and our rich Arab cultural heritage as part of market-
penetration strategies.
5/28/2015 9

10. ABI Mission
contd.
• Enhance Pan-Arab, private sector cooperation.
• Work closely with brands stakeholders for Trade
Mark protection across the Greater Arab Free Trade
Area.
• Advocate for the consumption of Arab-made
products.
• Transfer of know-how, mentoring, and capacity
building.
5/28/2015 10

11. The Beirut Declaration
on Arab Brands
The LFA proposes to all BIFEX 2015 participants, the
adoption as one of the central outcomes of this Forum
The Beirut Declaration on Arab Brands
• In brief, the Declaration seeks to “Promote Arab
Brands, as well as Foster Creation and
Consumption of Arab Products”
• Rally around us to help us go “From 100 to 1000
Arab brand champions”…
5/28/2015 11