Andrea Assi
Nour Haddad
Sahar Nifnaks
Andrea Assi
Nour Haddad
Sahar Nifnaks
​​In order to establish and promote the identity brand of Emirates Airlines and Etihad Airways in two periods across the future era, we have to implement cultural branding strategies explored and discussed by Douglas Holt in “How Brands Become Icons: The Principles of Cultural Branding” (2004). Holt suggests that too often advertisers rely on the use of traditional mind-share principles and brand attributes when it comes to selling to a customer. However, he reveals an alternative; a cultural branding strategy that focuses on building relevant “identity myths” that are formed through the deep analysis and understanding of ideologies, populist worlds, and consumer anxieties. Holt defines cultural branding as the “set of axioms and strategic principles that guide the building of brands into cultural icons”. This formula of cultural branding principles has led to the mass success of iconic brands.
We will be creating an identity myth chart for the two potential periods in the future era of Etisalat and Du branding. The first step is to identify the appropriate ideologies along with their contradictions for each period. By analyzing the potential social, political, and economical issues that could arise in the future while keeping in mind the understanding from previous research conducted in the past and present era we have developed, we were able to create four myth markets (two myths per period) in order to address the anxieties, desires, and needs.
​​In order to establish and promote the identity brand of Emirates Airlines and Etihad Airways in two periods across the future era, we have to implement cultural branding strategies explored and discussed by Douglas Holt in “How Brands Become Icons: The Principles of Cultural Branding” (2004). Holt suggests that too often advertisers rely on the use of traditional mind-share principles and brand attributes when it comes to selling to a customer. However, he reveals an alternative; a cultural branding strategy that focuses on building relevant “identity myths” that are formed through the deep analysis and understanding of ideologies, populist worlds, and consumer anxieties. Holt defines cultural branding as the “set of axioms and strategic principles that guide the building of brands into cultural icons”. This formula of cultural branding principles has led to the mass success of iconic brands.
We will be creating an identity myth chart for the two potential periods in the future era of Etisalat and Du branding. The first step is to identify the appropriate ideologies along with their contradictions for each period. By analyzing the potential social, political, and economical issues that could arise in the future while keeping in mind the understanding from previous research conducted in the past and present era we have developed, we were able to create four myth markets (two myths per period) in order to address the anxieties, desires, and needs.
Cultural Issues
During the vintage era (1980-2010), many cultural issues were happening, that included the emergence of:
All of these factors emerged the communication and the exchange between different cultures
The major reason for choosing the FIFA World Cup as a cultural issue is because the cultural aspect shows how the tournament brings the entire world together to compete as different countries.
FIFA World Cup
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The FIFA World Cup was first contested in 1930, when FIFA, the world's football governing organization, agreed to have an international men's football competition during the presidency of FIFA president Jules Rimet. The first edition, held in 1930, was a final competition of just thirteen teams accepted by the organization. Since then, the World Cup has grown in size and format, with the current 32-team final event preceded by a two-year qualifying process featuring nearly 200 teams from all over the world (Wiki, 2021).
Moreover, the first Women's World Cup competition took place in 1970. The FIFA Women's World Cup is an international association football competition. It is competed in by the women's national teams of FIFA, the sport's worldwide governing organization. The competition is held every four years. The World Cup final match, like the men's tournament, is the conclusion of the competition, and the outcome determines which country is crowned world champion (Wiki, 2021).
It is important that advertisements integrate different cultures together to enhance communication and strengthen cooperation, while also highlighting the intercultural exchanges that might take place between different interest groups. Knowing that Emirates is home to people from different social backgrounds; therefore, it is important that their advertising​​ campaigns highlight national cultural exchange. The World Cup is a great example of cultural exchange. Soccer players and supporters from all around the world are keeping a close eye on how their respective countries' players do in this every-four-years competition. It is very smart to include it in advertisement campaigns. Advertisements reflect cultural values. They reflect society to a certain degree and they normalize values and behaviors. The reason we have decided to speak on this topic is because this plays a huge role when it comes to cultural issues. It is something everyone is aware of while it's happening and it plays an important role in many people's lives.
How Etisalat leveraged the cultural issue of World Cup in their AIMC:
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Looking over ads from Etisalat, the company aimed at highlighting the events taking place in society, such as the Football tournament at the time of 2008. Egypt was participating; therefore, the company created an ad that showed the commitment of the company towards the national events and towards supporting the country’s team. In 2008, the world cup was held in Japan and ​​it was a huge event that was taking place. In this Ad has been promoted by Etisalat Egypt as they are showing how they are all watching the match and supporting their home country team “Al Ahly” in the World Cup yet also promoting their brand Etisalat at the same time. Etisalat took it a step forward and added the different Football themes to the recharging cards as shown in the figure below.
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Figure 10: Etisalat Misr Football Themes Recycling Cards
How Du leveraged the cultural issue of Emirati Culture in their AIMC:
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Du since its foundation, has played a vital role in the cultural aspects. Du decided to do a press release “du Exclusive Sponsor of UAE National Cultural Encyclopedia” relating to this issue. One of the major media campaigns that they advertised extensively has been the Exclusive sponsorship of the UAE National Cultural Encyclopedia. This aims to restore and preserve the culture of the UAE. Du with this program has been fundamental in preserving the cultural aspects of UAE. It is a very big database that consists of a lot of intellectual information about Emirati Culture (Du, 2007). Du has been involved in this project since its earlier founding years and within two years became a major cultural player that has exclusively used modern technologies and database systems to enhance cultural values of the country. There was a major cultural shift during those years and without such an encyclopedia there probably would have been a major shift but with this action they have preserved the Emirati Culture and its available for everyone especially the Youth to always learn of their culture and be proud of it. It helps promote national cultural and national identity.
The UAE national culture Encyclopedia is based on protection, storage, preserving, and educating of the national culture. It includes various information including various national artists and their works, it also includes reviews and opinions of people on those arts and artists. It is an interactive platform that is built on preserving the national cultural identity.
Communication Platform for the Press Release:
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Issue Being Addressed: There has been a major cultural shift in Emirati culture and national cultural identity.
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Communication Objective: To create more awareness among the youth for national identity and to preserve the national culture. Involvement in such a platform means Du values UAE culture
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Target Audience: It is targeted mostly UAE nationals. Both males and females irrespective of their age.
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Compelling Benefit: Sponsorship and involvement in such a major event or futuristic idea has a lot of benefits for DU. It enhances CSR for them, it increases brand value, it associates the brand with the national culture. This was an important aspect for them.
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Creative Strategy: Their creative strategy in terms of cultural enhancement was clever as they entered with a sponsorship towards an encyclopedia that has major long-term benefits.