REIMAGINNING A CORPORATE BRAND. PURPOSE DRIVEN BRANDING TRIGERRING CORPORATE GROWTH. THE BUSINESS CONTEXT.

 

Coastal over the years had experienced tremendous growth in business and was emerging as a strong player in the construction and trading businesses in the Qatar region.

Having achieved this tremendous growth and success they now intended to see the same happening in context of THE COASTAL QATAR BRAND POSITIONING AND BRAND EQUITY, one that would reflect the current strengths of the coastal brand and help drive growth in the future.

Going beyond superficial corporate changes – change for sake of change,
to

A LARGER CHANGE AND THEREFORE ALIGNMENT TO A LARGER BUSINESS PURPOSE, CULTURE AND VALUES.

THE BRAND GAP. CORPORATE BRAND LEVEL

 

The corporate brand strengths and potential not known in the industry beyond a few of the customers.

Recognized beyond 'just another engineering company', butnot a clear leader and single-mindedly known for being a go-to group for engineering sub contracting/ contracting needs.

Does not bring out the scale and intent of the company in terms of its articulation or imagery. Doesn't capture the current strengths and the equity it intends to build.