APPLE TOPS RANKINGS AS MOST INTIMATE BRAND IN UAE
Abu Dhabi Commercial Bank grabs top ten place among global names in first UAE MBLM Brand Intimacy Report
Dubai, UAE, 10 October, 2015: Apple has emerged as the most intimate brand among UAE consumers in the MBLM Brand Intimacy 2015 Report, while Abu Dhabi Commercial Bank earned a place in the top ten alongside a collection of global names.
Lexus, Samsung and Mercedes are among the other highest ranked brands in the UAE country report announced today by MBLM, the brand intimacy agency. The study is one of the most comprehensive ratings of brands based on emotion.
The UAE country report, issued from MBLM Dubai, has been commissioned for the first time to truly understand the emotional bonds between consumers in the Emirates and brands. It is part of a wider global research initiative analysing the responses of 6,000 consumers and 52,000 brand evaluations in the U.S., Mexico and the Emirates.
Designed to give a better understanding of how effective brands create powerful connections with consumers, it spotlights emotion as the driver of decision-making, showing how we feel about a brand as the best predictor of behaviour.
“This report is based on quantitative research among consumers where our goal was to measure, quantify and better understand how emotions impact brand relationships and further dimension which brands are most successful at creating these bonds,” said William Shintani, Partner at MBLM.
“The significance of the research findings is that intimate brands make business sense. The top ten most intimate brands outperform established financial indices for both revenue and profit growth over ten years. These brands also command a price premium, enjoying more financial resilience than brands in the same industries that are not intimate.”
Technology features prominently in the UAE top ten, with Samsung placed 3rd, Sony in 7th and Google 9th, while top luxury automotive brands also show up well, with Lexus in 2nd place and Toyota 4th.
Underlining the ability of retail brands to create intimacy with their consumers, global coffee chain Starbucks was ranked 6th and Swedish home store IKEA 10th.
Personal care specialist Dove (5th) is the only health and beauty brand to make the top ten, with Abu Dhabi Commercial Bank achieving 8th place.
“At MBLM, we define brand intimacy as an essential relationship between a person and a brand, that when achieved has been proven to result in improved business performance,” said Jae Hwang, Partner at MBLM.
Apple was also No.1 in the top rankings for the ten most intimate brands in the U.S. and Mexico. BMW and Toyota completed the top three in the U.S., with American Express and Nissan ranked 2nd and 3rd respectively in Mexico.
UAE TOP 10 MOST INTIMATE BRANDS 2015
During the spring of 2015, Praxis Research Partners conducted an online quantitative survey among 6,000 consumers in the U.S., Mexico and the UAE. Participants were screened respondents on age (18-64) and annual household income ($35K or more) in the U.S. and socio-economic levels in Mexico and the UAE (A, B and C socio-economic levels). Quotas were established to ensure that the sample mirrored census data for age, gender, income/SEL and region. MBLM and Praxis Research crafted the survey instrument using insight from extensive qualitative research conducted on the topic of Brand Intimacy. The survey was designed primarily to understand the extent to which consumers have relationships with brands and the strength of those relationships, from fairly detached to highly intimate. It is important to note that this study provides more than a mere ranking of brand performance, and was specifically designed to provide prescriptive guidance to marketers. The agency modeled data from approximately 52,000 brand evaluations to quantify the mechanisms that drive Brand Intimacy. Through factor analysis, structural equation modeling and other sophisticated analytic techniques, the research allows marketers to better understand which levers need to be pulled to build intimacy between their brands and consumers.
About MBLM: MBLM is the Brand Intimacy Agency, dedicated to creating greater intimacy between people, brands and technology. With offices in seven countries, our multidisciplinary teams help clients deliver stronger marketing outcomes and returns for the long term. To learn more about how we can help you create and sustain ultimate brand relationships, visit mblm.com.