Building growth through bold business and brand strategy

Challenge

With an ambition to become one of the largest players in the logistics and transport sector, IACC, an international Maritime and Freight Transport Company, needed a better picture of the market’s perception of their brand and brand equity. They required a brand strategy which would hold up to international standards.

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Approach

To truly understand IACC’s market position, we analysed consumer perceptions of the brand, as well as customer experience and company challenges to manage such experience in the most optimal and efficient engagement process. We conducted a competitive market review by mapping out key local and international competitors, auditing the versatile lines of business owned by the Holding company, and benchmarking them against the other organisations.

We then embarked on developing a brand structure for the Holding Company based on the insights captured, in order to truly leverage the strengths of the mother brand while capturing the differentiators of the sub-brands. Our audit enabled the development of a vigorous brand strategy and design, alongside a tailored brand communication program with internal and external tools to drive success.

Results

With an ambition to become one of the largest players in the logistics and transport sector, IACC, an international Maritime and Freight Transport Company, needed a better picture of the market’s perception of their brand and brand equity. They required a brand strategy which would hold up to international standards.

WHAT OUR CLIENTS SAY

We are where we are today due to CID’s dedication to the task at hand, their professionalism in handling it, sincerity in addressing our concerns, encouragement when we needed some and generosity always. The journey is still long, but we have taken the first step and we hope we can always count on your support.

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Olfat Mansour
Board Member, Al Nour Wal Amal Association

Our work with CID Consulting was focused on the dissemination of participatory urban development procedures and tools in the informal areas of Shoubra El-Kheima, Khosous and Qalyoub. The project necessitated extensive field work, research and direct engagement with city councils and Qalyoubyia governorate. Throughout the project CID community development team, demonstrated hard work, dedication and agility. The team played a very important role in empowering staff in city councils and the governorate to adopt participatory needs assessment methods. The team was further able to moderate community discussions and debates in a participatory and professional manner. We believe CID Consulting was a valuable partner and an important enabler to our social mission.

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Safa Ashoub
Advisor, Participatory Development Programme in Urban Areas (PDP) , GIZ