Majid Al Futtaim — Brand Audits

Quantifying brand compliance across the organisation


Project overview

Post the launch of the brand there was continued investment in the brand to ensure its effective rollout across all business units. With an ever increasing drive for brand consistency across the organisation, it was time to see how effectively the new corporate brand was being implemented.


What we did

The brand audit forms one part of the broader brand management services that Dragoman provide Majid Al Futtaim. The brand audit provide senior management with quantifiable year-on-year statistics of the organisation corporate brand compliance.

Dragoman worked with the brand and marketing department to design a brand audit and reporting process. The brand audit process sets out the mechanism, the scoring criteria and the reporting format. The collation of branding samples is done by Dragoman and the internal audit team. A report is then generated for each site or department that provides the brand and marketing team with quantifiable. The final audit report defines brand compliance across the organisations, helping management to assess key criteria such as the success of strategic brand initiates, employee and department capabilities and brand guidelines relevance and usability. Any practical implementation issues with the brand roll-out were identified, along with anything affected by changes in the business strategy, and the results are updated in the evolving brand guidelines. The brand guidelines are accessible to all employees and partners through the brand portal.



Design systems
Brand guidelines
Brand engagement
Brand portal
Brand audit


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