Saudi Market and Branding

Commodity Yes! Brands No!” is the mantra of the Saudi Market, unfortunately

The Saudi market is Commodity-driven (Price) and not on Brands’ Desire. Over the years, Multinationals have used local markets within the region as their Trading Forte and introduced basic forms of Marketing such as the Marketing Mix and Advertising which is why today we have Commodities instead of Brands

We have consumers who are nurtured to be Product Quality and Price Sensitive rather than nurtured to follow their desire for a Brand which is why Saudi products will always suffer from an increase in the price bar due to shopper habits in the Kingdom i.e. Commodity-driven (Price), not Brand Exclusivity

Over the years Companies in the region have used tactical strategies to create Product Awareness rather than implementing Brand Desire strategy and the way the status quo prevails, it doesn’t look much promising

Said Baaghil is the ‘Unconventional’ Branding and Marketing Adviser to reputable companies in the Middle East, author of many reputable books including the ‘The Power of Belonging’ and a Speaker. Baaghil appeared in books published by America’s experts on Branding and Marketing such as Dan Hill and Libby Gill. Most recently Baaghil was interviewed by world renown Branding Consultancy firm Siegel+Gale on Branding in the Middle East

He can be reached on

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