ASPIRE, the Dubai based leading real estate sales and marketing company, announced plans to unveil its new dynamic corporate identity and international expansion strategy. The new brand identity has been developed by Priism Marketing, a creative hot shop and boutique brand consulting agency in Dubai.
With a turnover of over Dhs 4 Billion, ASPIRE has been growing from strength to strength in the Middle East, and is now looking to consolidate it’s leadership position in the real estate sector by expanding into emerging international markets. “We want our brand to be recognized worldwide as the symbol of dynamism, growth and trust in the real estate sector. Our new brand identity has the potential to be globally accepted and easily recognizable. This recognition will expedite our local, regional and international expansion, and will strengthen ASPIRE’s position as the region’s leading real estate group.” said Mr. Harshit Kantaria, Chairman and Managing Director of Aspire.
There is growing demand for niche projects from investors based in Russia, the United Kingdom, Germany, Italy, France and Southeast Asian countries. The timing of our expansion is excellent, as the business environment is highly conducive at the moment for Real Estate industry in Dubai.” Mr. Kantaria added.
The new logo is going to be launched with a multimillion dollar international Ad campaign followed with a huge international road show in the countries that Aspire is establishing its presence in. “We appointed a boutique creative brand consultancy in Dubai to develop our brand as well as execute the international launch campaign via a PR and advertising campaign across 7 countries across the world.” He added.
Commenting on the new brand campaign, Mr. Lovetto Nazareth, Managing Director, Priism Marketing said ‘Aspire required a brand mark with style and depth enabling it to always stand out to its customers and capture their imaginations with its implied meaning. In doing so it would acquire longevity. The image we created is powerful in its simplicity and its inherent dynamism so that audiences the world over can connect the ASPIRE brand with those qualities.”
“Effective branding strategy should be based on customer perceptions/expectations and is not on what management hopes to become, because customers own the brand in their minds. To finalize on this identity, we tested several options across target groups in different countries. The final logo was unanimously selected by the entire focus group’ he added.
After marketing some of the biggest property projects across Dubai, Aspire is now developing its own projects in Dubai and simultaneously launching operations in India, China, SE Asia, U.S., and the U.K. The company is also going to be restructured into three distinct entities: a marketing and sales company, which will be involved in sales and marketing for real estate projects, a exclusive development firm which will develop exclusive real estate projects across the Middle East, Dubai and India, and a third brokerage firm which will only be involved in brokerage services for the secondary markets.
“This will give us the strategic advantage by extending our scope of operations and strengthening our business model via reverse integration. This will also give us competitive advantage by cutting down our cost of developing our own properties and add value to our customers, as we will be able to offer exclusive real estate projects at amazing value added prices.” Mr. Kantaria added.
Notes to Editors:
About Aspire:
ASPIRE is one of the fastest growing real estate companies involved in leasing, sales and management of residential and commercial properties across the UAE. With a projected turnover of over Dhs 6 billion, Aspire has grown exponentially since its inception in 2005. Aspire has turned a new chapter in its history by undertaking development of exclusive real estate projects in Dubai. With its acquisition of two islands on the iconic world project and planned investments of over Dhs 8 billion into real estate projects in Dubai, Aspire is now on the verge of creating a new paradigm of luxury real estate projects in Dubai. It aims to have an international presence in Russia, India, China, SE Asia, UK and USA by the end of 2008.
