Though Apple is closest to the heart of the UAE residents, automobile brands dominate the list of the top 10 most intimate brands for 2019, a new study released on Sunday revealed.

According to the Brand Intimacy 2019 Report from MBLM, Emirates leapt four places to No.2 in the UAE and it was the only brand from the nation to make it to the top 10.

Among others, US auto giant Ford comes third followed by Mercedes-Benz, Audi, Microsoft, Nescafe, Lexus, BMW and YouTube.

Despite their popularity and strong penetration, Internet giants Google and Facebook and technology major Samsung couldn't make it to the top 10 list in the UAE.

'Brand intimacy' is defined as a new paradigm that leverages and strengthens the emotional bonds between a person and a brand and their customers are willing to pay a higher price for their product.

The MBLM survey results showed that despite drop in its performance overtime from 87.5 in 2017 to 73 in 2019, 32 per cent of UAE believe that they cannot live without Apple. While Emirates continued to improve its performance from 51.1 in 2017 to 70.3 this year, with 21 per cent of airline's users say they cannot live without the brand.

Nine per cent of Ford users say they cannot live without the brand, 8 per cent for Merced-Benz, 11 per cent for Audi, 29 per cent for Microsoft, 20 per cent for Nescafe, 11 per cent for Lexus, 10 per cent for BMW and 24 per cent for YouTube.

"The Emirates brand is performing extremely well as it continues to exceed expectations, delivering superior service and quality among its key demographics. Their strongest archetype is fulfillment, which is directly related to the delivery of superior quality of services. It also outperforms its competitors in the travel industry in every archetype," said William Shintani, managing partner at MBLM.

Overall percentages of intimate users across the three countries of the study showed that the UAE, as well as Mexico, has significantly higher levels of brand intimacy than the US, and that gap has increased slightly since last year. The UAE's percentage of intimate consumers remains the same, whereas Mexico's has increased from 33 per cent to 35 per cent. It was 21 per cent in the US.

The survey is based on responses from 6,200 consumers in 56,000 brand evaluations across 15 industries in the US, Mexico and the UAE.

 

 

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