MUSCAT: As the world is witnessing an evolution in the marketing and branding arena, the Public Establishment for Industrial Estates (PEIE), represented by the directorate general of marketing and media, organised a seminar highlighting how branding and marketing help increase sales of products and services.

The event, which was held at Crowne Plaza Muscat, stressed the importance of marketing and branding of products for corporations, and how they help generating awareness in the market. The seminar aimed at changing perceptions to attract customers and emphasised that branding and marketing are not only for large corporations but all businesses have to make use of branding to win the hearts and minds of the customers.

The seminar also aspired at underlining the significance of the experience received by customers that would persuade them to buy and use the services of that particular organisation.

Eng Basim al Nassri, director general of marketing and media at PEIE, stressed that PEIE is undertaking constant efforts to generate awareness on the significance of the marketing of products through various seminars and workshops.

He also mentioned that PEIE has introduced last year an initiative that aims at improving and advancing the packaging and designing of locally manufactured products for the SMEs and work is currently underway on developing some companies’ products. This project is being implemented through the small and medium enterprises which are incubated in the National Business Centre and ITA’s SAS programme in order to hand them the required support to develop the quality of their outputs.

Moderated by Rajive Ahuja, head of corporate communications at Khimji Ramdas Oman, the seminar featured a line-up of speakers comprising Paul Ross, marketing manager at Wattayah Motors LLC; Abdullah al Jufaili, general manager of Sharakah; Dr Vijaya Kumar, HoD and associate professor at Muscat College; and Werner Bullen, managing partner at London Marketing Office.

“Marketing and Branding is as age-old as products are. But increasingly, in today’s world we are delving deeper into the emotional connect brands have with us. Our aim in this seminar is not only to explain the rational constructs of branding like pricing, promotion among others; but to also urge our members to explore the softer issues associated with their building their own brands,” Ahuja pointed out, adding, “Liken your brand to a persona and inculcate characteristics you would want others to see in it; almost like rearing your own child. Give your brand a human face and see the difference you make when you market it.”

On his part, Jufaili emphasised on the value and importance of brands, which shall be stuck to the customers’ minds.

SOURCE: Muscat Daily