The Rebranding Goal.
For its corporate rebranding as Sukoon, it has been a goal to evoke that spirit of concern and dedication.
What Is The Meaning Of Sukoon?
Sukoon, in several languages, including Arabic, means “peace of mind,” which is the company’s core value and reflects the character of its now-unparalleled services and leadership position in the region.
Sukoon’s New Avatar.
Sukoon’s new avatar is a heartfelt introduction to the world. On October 6, the Burj Khalifa hosted the formal unveiling of the new livery in front of the chairman, board members, partners, members of the press, and notable visitors.
This event will be remembered as a significant turning point in the organization’s journey and, in many ways, the realization of the founder’s vision. Abdulla Al Ghurair founded the business in 1975 to provide sukoon to those in need and act as a shield of protection. The name of the corporate think tank was chosen after much consideration and research, and it is believed to reflect the moral standards upheld by the founder and his son, the current Chairman Abdul-Aziz Al Ghurair.
The Company’s Priority.
Throughout its 47 years as the head of the insurance industry, the company has prioritized providing a feeling of safety and protection to every customer by approaching the requirements of each client as though they were one-of-a-kind and exceptional.
Why Rebranding?
Why rebrand? It is a question that has a clear answer. The answer can be found in the demands of a rapidly shifting world, in which even a company’s name needs to be memorable and convey what makes it stand out from competitors. The new corporate identity strengthens its position as the go-to insurer in the UAE and elsewhere. The new name perfectly captures the company’s development into a cutting-edge insurer that has led the way in innovation, offered unmatched customer service, and remained steadfast in upholding its obligations to clients.
Jean-Louis Laurent Josi, CEO of Sukoon, explains the point. He said they conducted extensive market research and enlisted the assistance of some of the world’s best rebranding experts. They have taken part in various interviews, focus groups, and polls. Before deciding on Sukoon, they experimented with dozens of different names.
Following their successful transformation over the past few years, which was focused on creating a solid business and providing unmatched customer service to their 800,000+ clients, this rebranding represents a new, exciting chapter for them. They have dreamed their dream, and the time has come to make it a reality.
The New Starting Point of Sukoon.
Sukoon is a new starting point where the company will build on its strengths to create a unique insurance platform to offer the region’s best customer service and insurance knowledge.
The Three Primary Focuses of Sukoon.
Digital innovation, improving the customer experience, and maintaining financial stability are the three primary focuses. As Sukoon, it will fortify each of the pillars, thereby making it more reflective of a contemporary insurance organization.
