Brand Oman
Oman’s Best Brands is a product of one-year field research and follows the publication of Top Brands in Oman in 2005 and Success Stories of Omani Entrepreneurs in 2004 by Hasan Kamoonpuri. Excerpts

Over the last decade, more and more Omani brands have been able to beat global giants not only on the home turf but also in international markets thanks to a radical change in the level and nature of branding activities among Omani organisations across all product and service categories.

‘Made in Oman’ brands have been evolving fast to make their presence felt in the international market. Brands like Amouage perfumes, Bahar and Sana detergents, Antara batteries, Raha mattresses, Minara cooking oil, Oman Cables, Nabil biscuits, Waq shoes, Tanuf and El Jabal El Akhdar mineral water, Suroor and Pofak chips, Sohar and A’Safwah milk, Nakhal juices, and Hotex water heaters, that a few years ago would have only retreated in the face of competition from international giants, have now been able to penetrate export markets and carve a out their own niche in the international stage. They are now able to meet the standards set by their international counterparts.

Omani organisations realise that if they want to retain their share in the expanding home market and then penetrate export markets, they need to abandon some of the traditional practices of branding. One indicator of this willingness to change is the increased interest in new methods of branding. With CEOs and their marketers being directly involved in branding exercises, there is a growing desire and enthusiasm to align all organisational activities behind the brand. Entrepreneurs realise that brand popularity drives nearly two-thirds of customer purchases.

The government too is playing an active role in promoting the branding concept through its Origin Oman Campaign on the one hand while at the same time encouraging excellence through the prestigious His Majesty’s Cup and Certificate for the Best Factories. Thanks to these initiatives, Omani brands today enjoy strong emotional appeal among customers not only in the Sultanate but also abroad.


Authorspeak
What are the highlights of Oman’s Best Brands?
Oman’s Best Brands begins with a 26-page introduction on key branding concepts. It then expands on these concepts and illustrates their successful application in the Omani market. A brand survey across 14 product categories with a list of Best 50 Brands is noteworthy.

Are companies in Oman becoming more brand conscious?
A fast growing economy and a rising number of affluent consumers have pushed Oman into the league of most brand conscious countries. As the Sultanate’s market opens up, brand-building is becoming more critical for business success than ever before.

This year’s edition carries a brand survey. Did the survey throw up any surprises?
Yes. The sector that came out as central to the brand survey was not from any consumer goods but deals with a service firm. Many home-grown brands have come up and some even edged out global giants.

Are there any particular brands that in your opinion are role models for others to emulate (in terms of branding success)?
Oman Mobile is the No.1 brand because at its core is great innovation, constant engagement of the youth, and an ability to bring warmth and passion to all its clients. Also brands such as Bahar, Amouage, Raha, Minara, Dana, LuLu, BankMuscat, Oman Air, Suroor and Sadolin are successful in creating emotional bonds with consumers by developing tailor-made solutions to meet their needs.

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