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National Bank of Abu Dhabi (NBAD) has been recognized as a “Super Brand” by Superbrands, the independent authority and arbiter on branding, at an event held yesterday at the Intercontinental Hotel, Dubai Festival City.

The Superbrands credential represents an acknowledgement from the branding community. Obtaining the status puts the brand in the circle of an elite group of organizations that are seen to represent best practice in brand management; ultimately it is the brand Oscars.

The highest award for brand excellence was conferred on NBAD for being voted as one of the strongest brands in the United Arab Emirates.

In awarding NBAD this status, Superbrands praised the bank’s brand reputation, intelligent marketing, high levels of customer service, product innovation and value. “The financial services market is increasingly competitive. Brand reputation, intelligent marketing, high levels of customer service, product innovation and value are key to protecting and gaining market share,” said Superbrands. “National Bank of Abu Dhabi (NBAD) succeeds in all of these areas; its foremost strength however is its simple and straightforward approach to customers. This applies to the marketing activities which the brand undertakes and the way that their staffs communicate at an individual level with consumers. In addition, the brand has resisted the temptation to be a ‘Jack of all trades’ and remained focused on its core areas of expertise ensuring its staff are amongst the most helpful and knowledgeable in the industry” explained the International arbiter on branding.

“We consider this award to be valuable recognition of NBAD success story, which mirrors the UAE growth, in the highly competitive financial services environment of the UAE. Over the past four decades, NBAD has managed to be ahead of economic and social developments enabling UAE to be considered one of the top emerging economies within a very short period of time,” said Mr. Abdulla M.S. AbdulRaheem, Senior General Manager and Group Chief Operating Officer.

“We wish to thank “Superbrands” for this honor, and we look forward to continuously provide customers and stakeholders with the best services” he added.

“At NBAD, we pledge to provide innovation, pursue efficiency and secure products and services to allow our valued customers to enjoy the most convenient banking experience. Therefore, we are constantly seeking new ways to provide our valued customers with the highest standards of service as well as to maintain and further strengthen our relationships with our valued customers” said Mr. Abdulla Ghobash, NBAD’s Regional Manager Northern Emirates, after receiving the Award at the glittering award ceremony in Dubai.

“As a forward-looking bank, we adopt and develop innovative branding initiatives to enhance the level of communications with customers and stakeholders. NBAD’s branding initiatives are known for its personal, clear, simple, and consistent approach, and we will continue to go from strength to strength” he added.

“NBAD is a leading bank in the UAE and the Middle East financial services industry. NBAD is now ranked as one of the top 50 safest banks in the world. It currently operates across eleven countries on four continents. The Bank has one of the largest branches and ATM networks in the UAE with more than 85 branches and 270 ATMs all over the country. It has a wide range of products and services tailored to cater for wholesale and consumer clients. The bank employs more than 3000 employees of more than 50 nationalities, with many multi talented, highly gifted and qualified people. Proudly, we are serving over 300,000 customers and top institutions around the world,” Mr. Abdulla Ghobash concluded.

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