DUBAI: The consumer goods industry ranked #10 out of the 15 industries studied in MBLM’s 2019 Brand Intimacy Study, a considerable drop from its highest rank of #3 in 2018. Patchi leads the industry followed by Al Rawabi and Almarai. The top 10 was rounded out by Galaxy, Al Ain, Nido, Kelloggs, London Dairy, Sadia and Americana respectively.
The consumer goods industry shows considerable variances across demographics, resulting in different preferred brands depending on gender, income levels or age..Patchi ranked highest overall and among high income users, Al Rawabi ranked highest for men, while women were most intimate with Nido. Kelloggs took the top spot with millennials, while Galaxy was the favorite for consumers aged between 35-64. Nostalgia (focuses on warm memories of the past) is the dominant industry archetype, suggesting many of the brands have been part of users lives since they were children.
Brand Intimacy is defined as the emotional science that measures the bonds we form with the brands we use and love. Top Intimate Brands outperform top brands in the S&P and Fortune 500 indices for revenue and profit. Consumers are willing to pay price premiums for Intimate Brands and less willing to live without them, according to the 2019 Brand Intimacy Report. MBLM leverages the yearly study to help client brands create, sustain and measure ultimate brand relationships.
“The consumer goods category has dropped considerably in this year’s study.” said William Shintani, managing partner of MBLM. “There continues to be an under leveraged opportunity for brands in this industry to better leverage emotion when building consumer relationships. We would strongly encourage brands in this space to revisit what they are prioritizing and consider tangible ways to create stronger bonds.”
Other notable findings for the consumer goods industry include:
• 35% of users registered an immediate emotional connection with consumer goods brands
• 19% of users can’t live without the brand Nido, the highest score of the industry
• 17% of users would pay 20% more for Galaxy, the highest score of the industry
• Americana had the largest drop in ranking from #3 to #10
Methodology: During 2018, MBLM with Praxis Research Partners conducted an online quantitative survey among 6,200 consumers in the U.S. (3,000), Mexico (2,000), and the United Arab Emirates (1,200). Participants were respondents who were screened for age (18 to 64 years of age) and annual household income ($35,000 or more) in the U.S. and socioeconomic levels in Mexico and the UAE (A, B, and C socioeconomic levels). Quotas were established to ensure that the sample mirrored census data for age, gender, income/socioeconomic level, and region. 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 research provides more than a mere ranking of brand performance and was specifically designed to provide prescriptive guidance to marketers. We modeled data from over 6,200 interviews and approximately 56,000 brand evaluations to quantify the mechanisms that drive 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 brand and consumers. Thus, marketers will understand not only where their brand falls in the hierarchy of performance but also how to strengthen performance in the future.
MBLM is the Brand Intimacy Agency, delivering expertise and offerings across three areas of focus: Agency, Lab and Platform. With offices in seven countries, our multidisciplinary teams help clients build stronger bonds and deliver optimized 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.
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