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Two things; firstly among all of the great business concepts of the last few decades, the franchise model has always surfaced to the very top. Secondly, over the next decade, the introduction of hundreds of fresh, locally nurtured franchise concepts emerging
within Dubai and the Gulf States will set the stage for a great revolution of nouvo-consumerism. So what are the four key factors driving this movement?

Firstly, the places to park new concepts; the current, ever-expanding construction phases in Dubai, UAE, GCC and all over Asia, provide a highly fertile ground for such concepts to nestle in, a home in the newly designed and creatively appointed decors, so that the cute new concepts with the most lavish and appealing ideas would flourish. The combination of creative concepts blended with thousands of newly built access with improved consumer interaction is a very positive sign.

Secondly, the novou-consumerism; the Middle Eastern consumer at large is becoming increasingly fussy and armed with demanding attitudes towards high quality, better services, value and assurances while seeking emotional alliances with brand acceptance and responding to name identity recognition. The smarter and more difficult the customers, the better, resulting in best offerings with more sensible high-profile brand identities.

Thirdly, a global tidal wave of new ideas; the current globalization of the best original ideas parked under globally protected name identities, applying the power of delivering unique selling propositions and making them available in multiple countries and across continents is on the march. All over the world, the race for syndicated / franchised ideas is on at full speed. The question is whether a country simply gets washed over, or takes a stand with innovative and home-grown counter offerings.

Lastly, the new-name-economy; the sudden realization by serious business players to carve out a 100% proprietary, Five-Star Standard brand name identity with global ownership as the ultimate weapon to market a product, or service on the world scene as an essential tool to franchise has finally come to reality.

No single country can withhold a great success and without interaction with other countries. Today, it is necessary to play the expansion game under global standards of trademark protection, armed with a deeper understanding of international rules of image marketing as the new standard. The days of common promotional logo-driven branding are numbered.

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Naseem Javed, recognized as a world authority on corporate image and global name identities, is a harsh critic of casual and accidental naming. He is a dynamic speaker on corporate image and branding issues, and is also the author of Naming for Power. He founded ABC Namebank International, an image and branding consultancy over 25 years ago.
Website: www.abcnamebank.com