Arabia Group is an Egyptian company that was established 29 years ago with a focus to deliver real estate projects in unique locations guaranteeing its clients base 3 main added values (best locations, delivery on time and good designs that deliver best life style). The company was always low profile as a mother company brand and nearly zero investment was ever contributed to the developing company brand name, all investment where channeled to the projects. This resulted in no awareness at all for the public of Arabia as a group yet only awareness for projects brand name. Moreover, since predominantly all projects were medium sized one so even the branding investment was constantly not massive and never appeared nor positioned the company as a giant leader in the category. The company geographical distribution was in New Cairo followed by north coast. Now we are moving to six of October with a massive development project. Today the company grew to become one of the top leading 7 companies in the real estate yet with no significant brand recognition although the mass and the financials proved that it is even bigger than other well-established developer like Roya or Amer Group. The delivered projects vary from youth projects to A class compounds with no focus on certain categories to be addressed and this is also another communication challenge that the company is not associated with one target segment and hence various perceptions are being associated.