A Brand Affinity Project for Majid AL Futtaim
Dragoman, Majid AL Futtaim
Inventale collaborated with Dragoman on a brand audit service for the Majid Al Futtaim Group. The project's objective was to provide senior management with measurable year-on-year data regarding the organization's compliance with its corporate brand standards. Together, Inventale and Dragoman created an online brand management portal that centralizes all corporate brand guidelines and assets necessary for the management and implementation of the client's brand. Majid Al Futtaim is a prominent company in the Middle East, Africa, and Asia, specializing in shopping malls, hotels, leisure, and retail, operating in 15 international markets and employing over 43,000 individuals. After consolidating its brand strategy under a single master brand in 2014, Majid Al Futtaim needed a platform for continuously monitoring brand compliance. Inventale and Dragoman designed a portal for brand auditing and analytics applicable to all Majid Al Futtaim properties. The platform featured three types of user roles to handle various tasks: audit assignment, review of audit results, and detailed analytics. It provided highly flexible functionalities for creating tasks and templates, along with options for exporting and sharing data. The primary aim of the system was to centralize everything, allowing users to establish standards, oversee compliance, monitor progress, and conduct all forms of analytics effectively.