Tracking Brand Performance Post-Rebrand for Nakheel
Following its corporate rebrand, Nakheel needed to measure whether the new brand direction was achieving its intended impact. Without a structured tracking study, there was no reliable way to assess how brand perception, sentiment, and loyalty had shifted since the original assessment, or to identify where further refinement was needed.
challenge
Sarah Lakhani Consulting was engaged to manage the brand health research, building on the foundation of the original assessment conducted to inform the new brand. We refined the sampling strategy to move from a general population base to a targeted audience defined by income, nationality, and age, ensuring the study captured Nakheel's core demographic rather than a broad market view. We reviewed and adapted the research agency's standard brand health framework, modifying response options and question phrasing to align with Nakheel's specific business context. As in the first engagement, we conducted independent analysis of the raw and tabulated data to surface additional insights, then shaped the final presentations to ensure findings were interpreted through a strategic lens and tailored for different internal stakeholders, including leadership, marketing, community, retail, and destination management teams.
approach
The brand health tracking provided clear visibility on how Nakheel's brand health had positively evolved since the rebrand, confirming areas of strength and identifying opportunities for further refinement. The tailored sampling approach ensured the data reflected the organization's actual target customer, making the findings directly applicable to brand management and communications planning.
results
The structure was signed off by DMC's Head of Strategy and Secretary General and is currently being rolled out, with new hires coming in against the newly defined roles. The depth of the deliverable ensured that the transition from old structure to new had a clear, practical foundation at every level of the organization.
