Majid Al Futtaim
From brand management to brand value
“Dragoman helped us to successfully take our new brand to market in a very tight time frame. Over the next few years Dragoman was contracted to offer us strategic brand and design support.
Dragoman have helped us to evolve the brand inline with the business strategy, whilst at the same time creating design templates and guidelines to ensure that we can consistently take the brand to market and ensure our roll out is consistent.
The brand audits that Dragoman perform on a yearly basis help us to track the success of brand adoption across the organisation which is a critical business metric.”
AbdulMouhsen Almadani – Brand Strategy and Planning Senior Manager
THE CHALLENGE
Majid Al Futtaim (MAF), a leader in shopping malls, hotels, retail, and leisure across the Middle East, Africa, and Asia, needed a cohesive brand architecture to consolidate its vast portfolio under a single master brand while ensuring brand governance and consistency.
HOW WE WORKED
Dragoman collaborated closely with MAF’s brand team over five years, implementing a brand strategy, audit process, and brand management system. This included brand architecture, guidelines, environmental design, and an online brand management portal.
THE SOLUTION
Dragoman developed a structured brand framework, ensuring that all business units, sub-brands, and franchise operations aligned with MAF’s corporate identity. Additionally, an employee brand ambassador program was introduced to maintain internal engagement.
OUR DELIVERABLES
Brand architecture and governance
Brand audit and management system
Design systems and environmental branding
Online brand management portal
Employee brand ambassador program
THE RESULTS
The structured brand approach led to a strong, unified corporate identity across markets, ensuring brand equity retention and consistent brand messaging. The brand portal streamlined brand management, and the ambassador program strengthened internal adoption.
