One Word Equity

Another tool is finding the "one word" that defines a brand.

Abu Dhabi is the capital of the United Arab Emirates (UAE), positioned off the Arabian Gulf and in the middle of the Middle East. There are a further six emirates that make up the UAE, one of which includes Dubai which has arisen like a futuristic metropolis out of the desert landscape. The population of Abu Dhabi is only about 1.4 million people, with the minority nationals and descendants of the Bedouin tribes that have occupied the area for thousands of years. Prior to the mid 1960s, Abu Dhabi was a poor (yet proud) society of people who lived off pearls and fishing. Sheikh Zayed became the ruler of Abu Dhabi around these times and worked hard to unify the various sheikhdoms in the region to form the UAE, and to become ruler of the country until his passing in 2004. Zayed believed in dialogue, tolerance and a selfless promise to bring good to all of his people. The discovery of 10% of the world’s oil deposits provided an accelerator to bring a social platform to his people. Housing, education, healthcare and other essential social services are provided to all nationals. The prosperous nation bears a responsibility to bring the very best to its people, and to those who interface with the place. Predominantly a Muslim and Arabic society, it is a tolerant place with multi denominational communities. Abu Dhabi has resisted the urge to flaunt its prosperity and has carefully planned its investments so as to ensure a deep connection with its heritage, its environment and its people. The balance between Abu Dhabi's enormous wealth and its legacy of Zayed to its people and culture makes for an exciting future.

A cherished past and good fortune, Abu Dhabi today has nurtured a rich, live and proud culture that delights people that crave authenticity.

Respect

People:

Family is fundamental to the way-of-life.

Culture and Custom:

Respect and pride - national dress still worn today.

Respect for traditional custom - Falconry & Dhow.

Respect for best of foreign cultures & heritage (Guggenheim, Louvre).

Environment:

Protection of natural assets, wildlife, production of dates, commitment to "greening" of desert.

Women:

Equal status, education and career opportunities.

Development:

Environment protection on property development.

Business:

Respect for free trade and foreign investment.

Events:

AD GP '09/Ferrari: the origin and story not the buzz and hype.