We recognize that the branding of a product is an important and crucial marketing decision. It adds significant value when it is well recognized and has positive association in the mind of the customer. This is what we have strived to accomplish and emphasize, as we were developing and establishing CONCRETE's name in the Egyptian market.

We have positioned CONCRETE as a premium product, a product of quality, which is consistent with what our customers expect. The consumer's awareness and association with CONCRETE leads to a perceived quality, inferred attributes, and brand loyalty. CONCRETE spells taste, style, and confidence.

Additionally, the strength of our brand equity has allowed us to launch sub-brands to CONCRETE, which are: CONCRETE X-TENSION and CONCRETE GENERATION.

Here is how we protect our brand equity:

CONCRETE is a registered Trademark, and we have ensured that all the clothes that have our signature are authentic garments from the factories. The distribution channels are consistent and reliable, and we have our own outlets. Moreover, our lines are only sold in CONCRETE shops or franchises. They are never displayed in multi-branded clothes shops, so as to maintain our premium image and spotless reputation. We also never compete in sales and promotion, and we have a policy never to manufacture uniforms nor have wholesales. Thus, we never put ourselves at risk of compromising the standards of our products, and the atmosphere of our shops.