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ZADINA CASE STUDY
SUMMARY
Sector: Food and drink
Brand type: Product
Primary Client: Al Foah Dates, Al Ain, UAE
Trademark territories: 9 jurisdictions
Trademark classes: Total 3
Geographies: 6 countries
Languages: 6 languages
Validation types: Localized Language, International Language, Trademark Identical , Google, URL
Other services: Trademark acquisition
International Standards Implemented: Prior to ISO implementation
BACKGROUND
Al Foah were in need of a marquee name to celebrate and progress expansion plans for their date superfood business. It was in late 2007 that we took a call from Ghada Fikry who was interested in our process and methodology. Ghada represented the highly successful but relatively localised date producers and exporters Al Foah from central UAE. With typical graciousness Al Foah came to London to meet up with us along with other companies involved in the project.
Dates are possibly one of the least popularised superfoods, probably owing to their relatively high sugar content. However, with the high proportion of protein they typically contain together with potassium, copper, manganese, vitamin B6 and the anti-oxidants flavonoids, carotenoids and phenolic acid they deserve a greater following.
PROJECT
Al Foah needed a name to resonate around the world, but especially for the Arab world, China and the US and the main European countries. We used one Arabic namer and three Arabic evaluators together with our machine-assisted methodology and emerged with some poetic names. Names such as Ghazal ‘a kind of poem’ in Arabic, Semira the name of an ancient Arabian goddess and Zadari, based on Arabic zada ‘boost’ + zad ‘provisions for the travel’ caused interest.
Once we had tied up these meanings with the patronymic of the then present President of the UAE, Sheikh Khalifa bin Zayed Al Nahyan and, more importantly for the future of the brand, of his son and the current ruler, Sheikh Mohamed bin Zayed Al Nahyan, we had a winner with our client. A couple of slight linguistic hiccups in Slavic languages were a considered and acceptable trade-off for our client. .COM acquisition through third party strategies proved a challenge we were happy to overcome.
