<h1>Majid Al Futtaim</h1>
<h2>From brand management to brand value</h2>
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<h3>PROJECT OVERVIEW</h3>
<p>Majid Al Futtaim (MAF) is the leading shopping mall, hotel, retail and leisure pioneer across the Middle East, Africa and Asia. It is one of the United Arab Emirates’ most respected and successful businesses, spanning 15 international markets and employing more than 43,000 people.</p>
<p>Dragoman has worked with MAF’s brand team for nearly 5years and is involved in the full spectrum of brand activity, from initial strategy through to implementation.</p>
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<h3>BRAND LAUNCH</h3>
<p>At the end of 2014, a new MAF brand strategy provided a branding solution for the entire brand portfolio, consolidating it under one master brand. Dragoman was appointed to define the brand architecture, design system and brand guidelines for the launch and for the ongoing brand management.</p>
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<h3>BRAND ARCHITECTURE</h3>
<p>Dragoman created the structures and endorsement systems for the business portfolio, breaking it down into masterbrand, business units, operating entities, sub brands and franchise units. Defining the relationship between each level allowed us to ensure that brand equity was always transferred towards the masterbrand. Ernst &amp; Young was then appointed to test the equity link between each brand in market.</p>
<p>Dragoman went on to complete the Products &amp; Services brand architecture, outlining what elements required a separate brand and subsequently assist in defining the level of investment required to develop it. A self-guided decision tree allowed MAF staff members to take themselves through the questionnaire to determine the correct outcome.</p>
<p>The brand architecture continues to evolve as the business grows and Dragoman reflects these changes in ongoing iterations (now in its 4th year).</p>
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<h3>BRAND MANAGEMENT</h3>
<p>Post the launch campaign, Dragoman conducted quarterly reviews of the brand touchpoints in market. Through this analysis, any practical implementation issues with the brand roll-out were identified, along with anything affected by changes in the business strategy, and the results were updated in the evolving brand guidelines and feed into the brand audit.</p>
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<h3>BRAND AUDIT</h3>
<p>Dragoman was appointed as the lead agency for MAF’s corporate brand audit and ongoing brand management. Dragoman designed the brand audit from both an internal and external perspective.</p>
<p>Internally, Dragoman ran a workshop with the brand team to evaluate their current internal audit process, recommending refinements and streamlining the reporting.</p>
<p>Externally, Dragoman designed a custom brand audit process and report for MAF. The process included conceptualisation, setting the audit scoring criteria, recommending action for non-compliance, the population of the audit content, report generation and presentation of the findings to the MAF team.</p>
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<h3>BRAND PORTAL</h3>
<p>Furthermore, Dragoman built an online brand management portal to house all corporate brand guidelines and assets essential to the rollout and management of the Majid Al Futtaim brand.</p>
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<h3>BRAND AMBASSADOR PROGRAM</h3>
<p>It was critical to MAF that the brand was effectively delivered in market by their staff, as they are the primary interaction point with customers. Dragoman designed an employee introduction presentation, to engage and educate staff.</p>
<p>Achieving internal brand engagement is critical to MAF. Dragoman recommended appointing brand ambassadors within MAF, to rally behind the change and act as brand champions. Dragoman worked with the MAF team to create a program that defined these roles, the criteria for their selection and created all material to support their mission. We also set out a schedule of reviews with the ambassadors to feed the information back into the MSF brand team and the brand guidelines.</p>
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<h3>PROJECT DELIVERABLES</h3>
<p>Brand architecture<br />
 Brand audit<br />
 Brand assets<br />
 Brand strategy<br />
 Brand governance<br />
 Brand guidelines<br />
 Brand management<br />
 Design systems<br />
 Environment design</p>
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