From today’s brands to tomorrow’s icons. Re-energising brands in-line with youth trends

Vidya Rayappa and Wiam Hasanain

In this paper, the authors share their experience in successfully implementing an on-going consumer interface program with young consumers for identifying trends in their behaviour in the complex market of Saudi Arabia, paving the way for marketers to transform today’s brands into tomorrow’s icons.

From Today's Brands to Tomorrow's Icons

Re-Energising Brands In-Line with Youth Trends

Vidya RayappaTNS Middle East & Africa, Saudi Arabia.

Wiam HasanainFood & Beverages, Unilever Arabia, Saudi Arabia.

“A youth bulge is changing the face of the Middle East, re-defining cultures as the region's 225 million young adults re-think long-held assumptions. The result, some demographers predict, will be shifts in the areas' politics and relationship with the world”(American Demographics, September 2002)

The Middle East region is going through an era of transformation with political and economic uncertainty at its peak. Add to this the conflict...

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