Dubai's brand assessment success and failure in brand management – Part 1

Abstract

The purpose of this article is to analyze Dubai's branding management at a macro level. This article aims to brand Dubai as a destination with certain demographic groups. Dubai decision makers establish the city in the upper echelon of international markets including tourism, real estate, business hospitality and learning centers. This study reveals that instead of replicating what other competitive destinations have already achieved, Dubai offers innovative products and services to investors and tourists alike: the indoor ‘skiing in the desert’ facility, the luxury ‘seven star’ hotel on the Dubai coastline, the world's largest man-made island and the world's tallest building are only a few examples of what the city has to offer. Dubai has pursued a well-defined and unique brand identity through a clear strategy including unique value proposition, attraction and brand promise. Developing Dubai's brand image is a key factor in distinguishing it in the highly competitive global environment. Dubai's strategic branding approach provides a rare case that demonstrates the importance of the brand identity and equity on the global stage. Dubai earned itself a track record for making every project a success, regardless of its ambitious conception. Dubai's 13 per cent GDP growth every year since 2000, which is higher than the GDPs of both India and China, proves the realization of the city's successful branding process. This market analysis sheds light on Dubai's competency: brand development that has led to its admired position in the world.