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THE ARAB BRANDS INITIATIVE

The Arab Brands Initiative

Beirut, 14 May 2015

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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.

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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.

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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....

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Arab BrandChampions

• 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.

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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.

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A Call to Brandcontd.

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.

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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.

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ABI Missioncontd.

• 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.

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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”…

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