Degree Name

Master of Science

Department or Program

Mass Communication and Media Arts


Karan, Kavita


Brand positioning is one of the crucial elements to a businesses’ success or failure. Extensive research has been conducted to formulate theories and strategies around successful positioning for global brands and the ways small to medium sized enterprises (SMEs) can compete in the market through positioning, but none of it completely or directly applies to the focus of this research. Dubai is emerging as a fashion capital, it is the second top retail tourist destination globally, and the market is highly saturated with fashion brands from around the world. Success in the UAE could provide endless opportunity for SMEs. Middle Eastern millennials were surveyed; which yielded 114 responses. Findings include, community involvement, ethical advertisements, in-store experiences, a preference for Western brands, social media usage and other key insights highly influence purchases and brand acceptance. Based on the responses, an integrated marketing campaign was planned for promoting two American apparel brands in the UAE.