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What’s in a name?
A lot. And experts say that it is going to be a while before people around the world start calling Burj Dubai, “Burj Khalifa.”
January 5, 2010 12:10 by Aarti Nagraj
However, he does believe that it is going to be a difficult task to change the perception that people have of the building – and its association with Dubai, specifically.
“It’s not easy to move away from the perception unless they have a new brand strategy for the Burj, because people are still going to be saying Burj Dubai,” he says. “It was being said for the past five years since the start of the construction that they were building Burj Dubai, not the Burj, located in Dubai. That makes a big difference.”
“What they want this brand to achieve needs to be worked again,” he continues. He says that the new brand strategy will have to move away from Dubai to the UAE, and that it should also have a story behind it.
“And the story should be said by His Highness Sheikh Mohammed,” says Bibi. “Why he said it this way. He must make it clear and transparent to the market, to the people outside this region. ‘Why I gave it another name.’ And then the story will be taken and will be translated into brand strategy that will live,” he says.
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