Online from: 2011
Information: About this Collection
|Title:||Jumeirah Group: STAY DIFFERENT™|
|Author(s):||Melodena Stephens Balakrishnan (Associate Professor of Marketing and the MBA Program Director for the Faculty of Business and Management, University of Wollongong in Dubai, Dubai, United Arab Emirates)|
|Citation:||Melodena Stephens Balakrishnan, "Jumeirah Group: STAY DIFFERENT™", Emerald Emerging Markets Case Studies Collection, (2011)|
|Keywords:||Branding, Components and strategy, CSR, Engagement, Heritage and COB, Hospitality services, Loyalty, Value articulation and translation to strategy|
|Article type:||Case study|
|DOI:||10.1108/20450621111192762 (Permanent URL)|
|Publisher:||Emerald Group Publishing Limited|
|Acknowledgements:||This case was written by Dr Melodena Stephens Balakrishnan. It was prepared using company information and interviews and its intention was to provide material for class discussion through publication. The author does not intend to illustrate either effective or ineffective handling of a managerial situation. The author may have disguised certain names and other identifying information to protect confidentiality. Copyright © Balakrishnan 2012; Case Courtesy of UOWD Business Case Study Centre, AIB-MENA. Disclaimer. This case is written solely for educational purposes and is not intended to represent successful or unsuccessful managerial decision making. The author/s may have disguised names; financial and other recognizable information to protect confidentiality.|
Title – Jumeirah Group: STAY DIFFERENT™
Subject area – Brand strategy, marketing strategy, service marketing, hospitality management and international marketing strategy.
Study level/applicability – Post-graduate-level students; practitioners from the hospitality sector, brand management, corporate social responsibility (CSR) and the arts and culture field may also benefit from the case.
Case overview – Jumeirah Group is a luxury hospitality company that is implementing a global brand strategy after developing a strong-regional reputation. Jumeirah's strong cultural alignment to its Dubai heritage in the form of its hallmarks and communication tag line “Stay Different” is being translated into events, activities, sponsorship and more importantly in terms of service to create a symbolic and experiential brand strategy. For Alice Royton, the Director of Branding for Jumeirah Group, the dilemma was how to maintain the thrust forwards as a top luxury brand and keep brand synergy especially as Jumeirah was increasing its portfolio and the competitive arena heats up in the international market place.
Expected learning outcomes – Creation of stakeholder value, brand strategy looking at various brand levels, using arts and culture as part of CSR initiative; communication strategy, emotional touch points and moment of truth as part of interactive service strategy; CRM and loyalty.
Supplementary materials – Teaching notes.
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