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Jumeirah Group: STAY DIFFERENT™

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)

Emerald Emerging Markets Case Studies

ISSN: 2045-0621

Publication date: 1 October 2011



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.



Stephens Balakrishnan, M. (2011), "Jumeirah Group: STAY DIFFERENT™", Emerald Emerging Markets Case Studies, Vol. 1 No. 4.



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