Yet Another Property Project In Dubai!
EBV Branding Case Study
By: O2 Marketing Communications

Company Name:
Sheikh Mohammed Establishment for Young Business Leaders (SME)
 
initial proposed Brand Name:
Business Village
 
Type of Industry:
Business Village is the ideal destination whether the pursuit is business or pleasure. “The Promenade” at Business Village is a recreational retreat with picturesque landscaping, fine dinning and relaxation, ideal for informal business meetings. The Promenade is also a viable venue for business exhibitions and showcases.
 
Background:
Business Village is a real estate development project by Dubai Properties and Sheikh Mohammed Establishment for Young Business Leaders.
Business Village will house “Business Center”, a leading development in the region and the only one in the country that will cater to both nationals and expatriates.  It will provide various administrative and consultation services, financial assistance, business development services and comfortable office space to accommodate its business clientele.
 
Challenge:
Dubai is a city where new property projects are persistently emerging. As Business Village is a new project, it was a challenge to find the ideal positioning in which to present the brand image in an effective and competitive manner. 

Our client’s objective:
SME recruited O2 to develop a branding campaign for the project.  Another dilemma we faced was that SME is a government entity established to promote UAE National entrepreneurs exclusively. Given their background, indubitably it was a challenge to shift the perception of SME’s image within the market.
 
O2 challenge
In response to these challenges, we conducted intensive qualitative market research to find out where Business Village might fit its brand promise in the market. We concluded that for Business Village to achieve its objectives, it was essential to focus on a specific market segment. By differentiating its project from other real estate developments in the market, enabled SME/BV to establish a unique business model that would target both regional and global markets.
 

Results:
In order to target today’s top entrepreneurs and tomorrow’s business leaders, we changed the project name from “Business Village” to “Entrepreneurs’ Business Village”.
A unique and distinctive name that will position EBV at the forefront, as the first global project to target prominent entrepreneurs and young business leaders; an unparalleled business village that will foster the ideas and talents of world entrepreneurs. By providing a fruitful business environment, EBV will bring out the best in these young leaders; helping them realize their ultimate business potential and aspirations.
 
Client Quote:
“We were impressed by the quality of research delivered by O2. The decision to change the name of our project was difficult one, but the research evidence and market facts conclusively supported this decision.”
“The initiative to rotate the logo, in turn revamping the brand image, was a smart and innovative idea.” “We are pleased with the new brand image O2 has developed for both SME and EBV.”