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.
Environmental Issues
There were a few major environmental issues that happened during the years of 1980 until 2010. Some of the issues that happened between those thirty years are:
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The major reason for choosing Electronic Waste as an environmental issue is because there has been a major increase with the unwanted functioning electronic products. Electronic waste contains toxic components that are dangerous to human health.
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E-waste (Electronic Waste)
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There has been a significant increase in a special type of waste during the last few decades, raising considerable concerns in most developed and developing countries was electronic waste. Electronic waste also known as e-waste includes a variety of electronic and electrical equipment that no longer serves its intended purpose or is no longer of value to its owners. E-waste includes unwanted and no longer- functioning electronic products. Also, it is classified as discarded electronic goods, such as computers, televisions, and cellphones. As technology has transformed our lives, it has led to exponential growth in both the use of new technology and the disposal of obsolete products; e-waste is one of the fastest-growing waste streams. “The current global production of E-waste is estimated to be 20–25 million tonnes per year, with most E-waste being produced in Europe, the United States and Australasia.” (Robison, B., 2009). There is no doubt that e-waste contains a complex combination of highly toxic chemicals that can be harmful to health and the environment. However, the products contain some recoverable materials, as well.
To determine global E-waste production, it is necessary to know the amount of e-waste produced globally. Typically, these data are made available in rich countries. “Switzerland produces 9 kg per person per year” (Sinha-Khetriwal et al., 2005), “the United States produced some 2.63 million tonnes in 2005” (Cobbing, 2008), while “China produced 2.5 million tonnes” (Liu et al., 2006). Also, “Europeans produce E-waste at a rate of 14 kg per person per year” (Goosey, 2004).
It is not acceptable to discard e-waste into the trash; it must be handled properly. The materials can still be used even when these devices are no longer functional. For example, Gold, copper, aluminum, and other raw materials can be taken away from old electronics and reused to make new ones. The capacity to collect and reuse minerals from e-waste reduces the need for them to be extracted from the Earth. This protects the environment all around the planet. Harmful materials found in electronic equipment include cadmium, copper, lead, silver, and others. One study found that “Consequently, although illegal under the Basel Convention, rich countries export an unknown quantity of E-waste to poor countries, where recycling techniques include burning and dissolution in strong acids with few measures to protect human health and the environment.” (Robison, B., 2009). To avoid the discharge of harmful substances into the environment, e-waste must be recycled correctly.
Recycling e-waste reduces chemical wastes both during disposal and during the manufacturing process of new products. When businesses employ recycled materials to create new items, they consume less energy than if they used brand new resources. This implies that less greenhouse gases will be released into the environment. E-waste may include toxic substances and compounds. This can not only impact the climate, but it can also injure the people who live nearby. “However, due to lack of facilities, high labour costs, and tough environmental regulations, rich countries tend not to recycle E-waste. Instead, it is either landfilled, or exported from rich countries to poor countries, where it may be recycled using primitive techniques and little regard for worker safety or environmental protection” (Cobbing, 2008).
How Etisalat and Du leveraged the environmental issue of E-waste in their AIMC:
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Du
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Due to this cause, the two telecommunication brands, Etisalat and du managed to take this topic into consideration.
In 2007, The UAE Telecommunications Regulatory Authority (TRA) conducted a Press Conference to announce the beginning of the “The UAE National Telecom Recycling Campaign” in partnership with the UAE Ministry of Environment & Water Resources, EnviroFone, Etisalat, du, and Gulf for Good.
According to du, Mr. Al Ghanim stated that, "that environmental awareness is one of the most important requirements for the nations' socio-economic development, that a good environment is a factual basis to preserve public health, and that a safe environment is a reflection to the progress of the society; the TRA is endorsing and supporting this campaign that is related to a telecom device, which is the mobile phone" (du, 2007). He went along to mention how electronic waste is damaging the soil which is causing a high percentage of disease spreading. Due to that, it has been requested that everyone living in the UAE, to start supporting the campaign and be part of it by collecting any unused electronic device in order to protect and save our environment from chemical substances.
Now, to encourage people to start taking action, Mr. Al Ghanim mentioned that “with every mobile phone collected to be recycled, a 5 Dirham is paid to charity. On the other hand, instant awards for every mobile phone collected which leads to automatic entry to the monthly draws for a chance of winning trips to London, expensive jewelry, and thousands of air miles” (du, 2007). Du went along to mention how proud they are to be part of this campaign as their concern is making sure the environment is being protected. They were glad that this adds on to their vision of adding life to life just like their slogan. Furthermore, Etisalat will establish mobile phone collection bins at each of the business centers across all seven emirates. Also, spreading awareness to educate people on the safe disposal of mobile phones by building advertising and public relations campaigns.
Both Etisalat and du were glad to be working with the TRA on this campaign. As a telecom brand they are ensuring a safer world for their children by promoting environmentally friendly practices within the field of telecommunications.
Etisalat
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In an agreement, UAE telecom company Etisalat and e-waste company Enviroserve have agreed to create a program to safely dispose of old mobile phones and other electronic items in a number of developing countries. Water supplies and landfills will be kept clean by preventing pollution from toxic materials. According to Etisalat Group COO Ahmad Abdulkarim Julfar Abdulkarim Julfar said, “This agreement is an extension of our existing green vision and helps our customers actively participate in the protection of their natural environment.” (TP, 2011)
Both companies will work on initiatives to develop a safe way to dispose of e-waste such as old mobile phones and other electronic devices. Envirofone, a campaign that has collected 450 tons of electronic waste in the UAE, has been working with Etisalat since 2007. Based on Stuart Fleming, the CEO of Enviroserve said “This agreement creates the opportunity to do a lot of good for a lot of people. Emerging markets generally have large populations and limited waste disposal facilities.” (ITP, 2011).