A new brand identity for Omani manufactured goods
Published: 04:04 PM,Apr 19,2023 | EDITED : 08:04 PM,Apr 19,2023
During the past three decades ago, the country has witnessed the introduction of several brand identities for the national industrial products to enhance their presence at the local and international levels. Years dedicated to Omani industry in 1991 and 1992 were hailed as golden times for the growth of this sector. During those years and beyond, many factories were established in the country, whether in the Rusayl Industrial City and other zones, with Omani and foreign investors responding to the government’s invitation to establish factories to support various economic sectors.
At the time, the industrialists were concerned more about the input costs of manufacturing, such as land rent, water, electricity, raw materials and other services needed to produce their goods. All of these represent the total cost of manufacturing. The committees that concern the industrial issues at OCCI were focused on labour and other problems with the goal of keeping the sector competitive.
Of late, however, there is unease over the rising cost of land, water and electricity, not to mention the challenges of securing the required skilled labour, prompting some to consider moving their investments elsewhere. They hope that outstanding issues will be resolved, thereby helping enhance the productivity of factories in Oman.
Today, these issues have been compounded by the high cost of raw materials in the international market, in addition to the cost of transportation, insurance and supply chain delays – issues that lead to an increase in the value of goods. The solution lies in reducing the prices of inputs, such as land, electricity and water, in addition to the prices of other services, and the need to reconsider the fees and taxes imposed on industrial and productive institutions and companies in general.
The brand identity of national products is important in this era so that everyone is familiar with Oman’s industrial sector. Locally manufactured goods should be attractive to look at as national products. The new brand identity of Omani manufactured products was launched recently. It aims to create a unified national framework for the Omani product, unify its marketing identity and raise the competitiveness of the Omani product, in addition to enhancing the local added value of national products and raising consumer awareness toward the Omani product.
The modern identity, which consists of the national symbol known to everybody, the 'Khanjar', along with the positive phrase 'true', has been combined to express its meaning and its connection to the state, the citizen and the people in general.
The concerned ministry seeks to support national products locally and focus on national industries with high local added value, work to raise the efficiency of supply chains and open new export markets for them. It hopes that the new national product identity contributes to enhancing the sustainability of Omani products in the local market, developing exports, raising the contribution of the manufacturing sector to the gross domestic product.
Haider al Lawati
haiderdawood@hotmail.com
At the time, the industrialists were concerned more about the input costs of manufacturing, such as land rent, water, electricity, raw materials and other services needed to produce their goods. All of these represent the total cost of manufacturing. The committees that concern the industrial issues at OCCI were focused on labour and other problems with the goal of keeping the sector competitive.
Of late, however, there is unease over the rising cost of land, water and electricity, not to mention the challenges of securing the required skilled labour, prompting some to consider moving their investments elsewhere. They hope that outstanding issues will be resolved, thereby helping enhance the productivity of factories in Oman.
Today, these issues have been compounded by the high cost of raw materials in the international market, in addition to the cost of transportation, insurance and supply chain delays – issues that lead to an increase in the value of goods. The solution lies in reducing the prices of inputs, such as land, electricity and water, in addition to the prices of other services, and the need to reconsider the fees and taxes imposed on industrial and productive institutions and companies in general.
The brand identity of national products is important in this era so that everyone is familiar with Oman’s industrial sector. Locally manufactured goods should be attractive to look at as national products. The new brand identity of Omani manufactured products was launched recently. It aims to create a unified national framework for the Omani product, unify its marketing identity and raise the competitiveness of the Omani product, in addition to enhancing the local added value of national products and raising consumer awareness toward the Omani product.
The modern identity, which consists of the national symbol known to everybody, the 'Khanjar', along with the positive phrase 'true', has been combined to express its meaning and its connection to the state, the citizen and the people in general.
The concerned ministry seeks to support national products locally and focus on national industries with high local added value, work to raise the efficiency of supply chains and open new export markets for them. It hopes that the new national product identity contributes to enhancing the sustainability of Omani products in the local market, developing exports, raising the contribution of the manufacturing sector to the gross domestic product.
Haider al Lawati
haiderdawood@hotmail.com