Careem is a ride-hailing company operating in 53 cities across the Middle East, North Africa, and South Asia. It’s a relatively new company that has experienced rapid growth, focusing on geographic expansion and multiplying “rides”.
MAF Finance is the consumer financing arm of Majid Al Futtaim but it is not a consumer-facing brand. It’s most well-known brand is the Najm suite of credit cards. Majid Al Futtaim was seeking to expand and diversify their consumer financing business beyond credit cards, to include pre-paid cards, personal loans, car loans, insurance and remittance services.
Kaya brings together the best of both worlds – creating a luxurious, relaxing, spa like environment staffed by dermatological and medical experts to provide best in class skin solutions across the Region. Rapid growth in this category has led to an influx of “me too” brands and Kaya needed to evolve to reclaim it’s dominant position and create a strong purpose to drive growth for the future.
Toyota is the leading car brand in the UAE and the world (Brand Finance). Almost every second car on the UAE’s roads is a Toyota, with 41% market share. The brand is synonymous with reliability and dependability. However, over the past 5 years it is experiencing ever increasing competition from the Korean car brands (Hyundai and Kia) as well as Nissan, all whom have global brand standards and strategies guiding their brand building locally.
Injazat is one of the Middle East’s largest ICT players. What really sets them apart is the size and sophistication of their facilities, coupled with the breadth and depth of their capabilities. Created 13 years ago primarily to manage IT services for UAE government entities; Injazats services have expanded dramatically as technology has transformed businesses.
VOX Cinemas, a Majid Al Futtaim company, is the largest regional cinema brand. The brand has experienced a fair bit of change in a relatively short period of time. In 2012, Majid Al Futtaim bought out Cinestar; renamed and rebranded it VOX cinemas and expanded from 50 screens in 5 locations to 120 screens in 11 locations in just 2 years. Then in 2014 Majid Al Futtaim rebranded and ‘tightened’ its brand architecture. The outcome resulted in an evolution of VOX’s brand marque to include the Majid Al Futtaim “M” in the “O” of the VOX logo causing it to be misread. With growth continuing exponentially, VOX wanted to crystalise their brand and strategy for the future.