Two malls. Two strategies. Two very different brand propositions.
Dubai Mall sells the spectacle, while Mall of the Emirates sells the experience.
One is a global destination, and the other is a lifestyle destination.
In branding, being bigger is an advantage. Being unmistakable is a strategy.
Dubai Mall competes for the world’s attention, whereas Mall of the Emirates competes for the consumer’s affection.
One leverages scale, tourism, luxury and iconic attractions, and the other leverages convenience, familiarity, curation and loyalty.
Dubai Mall is where the world goes, and Mall of the Emirates is where Dubai returns.
Therein lies the strategic brilliance of relative positioning in the fact that both Malls operate in the same city, compete for many of the same brands and consumers, yet occupy distinctly different spaces in the consumer’s mind.
The lesson is that great brands don’t have to win the same battle, and instead they need to strive to own a different reason to be chosen.
In branding, being bigger is an advantage. Being unmistakable is a strategy.
