"There are plenty of companies that market more than they can deliver," he said,
"What many developers promise you, they deliver 10%, if that. And that is not very good for Dubai and it's not very good for us."
Azzam was speaking to Brand Republic at Cityscape Abu Dhabi, a three-day exhibition and conference in the UAE capital, which showcases some of the country's most extravagant developments.
Dubai is already home to iconic Burj Al Arab hotel and three palm-shaped islands are being built off the city's coast. The world's largest building, the Burj Dubai, is currently under construction.
Azzam said: "We, as one developer in Dubai, urge all developers, small and large, to do a good job because we want them to succeed, we want them to maintain the image of Dubai so that we can succeed.
"We don't want anybody in Dubai to affect the image of Dubai because ultimately it's our image and we will do everything to protect that image and deliver on what we promise."
Union Properties is currently involved in a number of major projects across Dubai; most notably the $360m Motor City (pictured) and the Sir Norman Foster designed 80-storey Index building at Dubai International Financial Centre.
Its current projects amount to between $3.2bn and $3.5bn worth of development and Azzam is keen to see them safeguarded.
"People will stop coming if they're not getting good value for money, if they're getting different things to what they are promised. They will go somewhere else and start focusing on another place.
"And that's why I think everybody here, every developer, should focus on image delivery, quality and credibility. If you promise something, you must deliver it."