Under the auspices of The United Bank Rotary conference is to discuss brand image bill and its role in building trust with the finance and business communities
16/02/2026
Under the auspices of The United Bank
Rotary conference is to discuss brand image bill and its role in building trust with the finance and business communities
Nevine Kashmiry – Deputy Managing Director, The United Bank:
• Investing one dollar in brand image saves ten dollars during crisis.
• Brand image is either an investment, institution make to build trust and long-term customer relationships, or a hefty bill paid as a result of crises.
• Global corporations have chosen the smarter investment in their brand image.
• Investing in brand image is a long-term strategic investment.
• Brand image is built through daily behavior and by linking activities to real, tangible change in society.
Cairo: February 16, 2026
The Rotary club organized an extensive conference titled "Building the Brand Image," attended by an elite group of leaders from the finance and business community, media professionals, and Rotary members.
A panel discussion was held on "How the Business Community Views Rotary and Building Brand Image from the Inside Out." The session featured: Ahmed Obeid - Consultant to the Minister of Culture and Managing Director of RMC, Mirna Aref - General Manager of Microsoft Middle East and Africa for Emerging Markets, Tarek Kamel - Chairman and Managing Director of Egypt and Sudan Company, Nevine Kashmiry - Deputy Managing Director of The United Bank and was moderated by Hala Abdel Wadood - Executive Head of External Relations, Communications, and CSR.
During the session, Nevine Kashmiry emphasized that Rotary’s image within the business community is twofold. The first perceives it as a disciplined, respected entity with a powerful network and genuine expertise in community work. The second view, however, sees it as a traditional social activity.
She explained that the real challenge does not lie in Rotary’s mission or the substance of its activities, but rather in managing the brand image and translating real impact into public awareness that extends beyond closed circles. Kashmiri noted that true transformation begins internally by defining a clear identity, unifying practices, and translating them into reality-based messages and achievements using simple, evidence-backed media language.
Kashmiry stressed that public relations is a strategic tool for building trust and protecting institutional reputation over the long term. She highlighted the importance of storytelling for sharing human narratives documented with data and results.
"Every Rotary member is an ambassador for the entity. Brand image is built through daily conduct and by linking activities to tangible societal change."
She called for transforming Rotary projects into documented "impact stories" shared in a language the community understands, contributing to a strong, sustainable image that reflects Rotary’s true value in development.
Discussing institutional management, Kashmiry stated that every dollar invested in brand image saves ten dollars during a crisis. She noted that brand image represents the investments companies make to build trust; otherwise, it becomes an expensive "bill" incurred during crises. Modern history proves that the most valuable thing a company can lose is its trust and credibility.
She reviewed prominent global examples, including the Gulf of Mexico oil spill, the diesel emissions scandal, and privacy crises on social media platforms, noting that these companies spent tens of billions of dollars to repair their images after the fact. In contrast, she argued that proactive investment is the smarter, more cost-effective choice, as seen with global leaders in the smartphone and sportswear industries.
Hala Abdel Wadood, Chairperson of the Organizing Committee for the Rotary Egypt Public Image Seminar, expressed her appreciation for The United Bank’s support. She emphasized that partnerships with institutions that believe in Rotary’s mission are fundamental to maximizing social impact.
She added that strategic partners help expand the scope of beneficiaries and enhance the sustainability of initiatives. These partnerships play a pivotal role in strengthening Rotary's image within the business world, paving the way for more corporations to join the journey of development and community service.
