Workshops at YU: “The Impact of the Growth of the Trademark on Small Enterprises”

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As part of its social responsibility series of workshops for this year, the university hosted an evening workshop at Sheikh Mohammed bin Ibrahim Alkhudair Hall entitled, “The Impact of the Growth of the Trademark on Small Enterprises” that targeted young entrepreneurs. Dr. Khalid Alrajhi, Vice-President of Alrajhi Holding, spoke in the first session about the main theme of the workshop highlighting the importance of measuring the trademark as a main tool of determining its growth in the long term. Dr. Alrajhi explained how this process is vital to guarantee the prevalence of the product and its related services and value in the minds of the public.

The second session was presented by Ms. Nourah Alsuwaliem, Customer Relations Manager at Glow Communications. Alsuwaliem spoke about rebuilding the trademark and the need to pay special attention to the colors, shapes and proper designs of the product identity that cater for its promotion. Speaking about Flyin as a case in point, she highlighted the necessity of rethinking the identity of the trademark in cases of mergers, acquisitions or expansions to accommodate the new horizons of growth and development.

The last session featured Mr. Faisal Alrasheed, Marketing Manager, Shawremer, who gave a thorough review of relation between the project concept and the right selection of the company trademark, giving live examples of how his company succeeded innovating and implementing creative and extraordinary marketing methods that sounded unfamiliar and unprecedented to create awareness and draw attention.

The presentations were then followed by a Q & A session and thank-you awards to the guest speakers.