|16 February, 2020

Get to know UAE's top 10 most intimate brands

Brand Intimacy measures the bonds consumers form with the brands they use and love

Image used for illustrative purpose. People look at Apple's new iPhone 11, iPhone 11 Pro, and iPhone 11 Pro Max models at the Apple Store in IFC, Central district, Hong Kong, China October 10, 2019, after Apple Inc on Wednesday removed an app that protestors in Hong Kong have used to track police movements from its app store.

Image used for illustrative purpose. People look at Apple's new iPhone 11, iPhone 11 Pro, and iPhone 11 Pro Max models at the Apple Store in IFC, Central district, Hong Kong, China October 10, 2019, after Apple Inc on Wednesday removed an app that protestors in Hong Kong have used to track police movements from its app store.

REUTERS/Athit Perawongmetha

Technology and telecommunications brands take the top spot when it comes to ranking brands based on emotions.

A Brand Intimacy study done by MBLM has revealed the UAE's Top 10 Most Intimate Brands in which Apple retains its #1 position for the fifth consecutive year, despite shifts in consumers’ emotional bonds with other brands in the study.

Brand Intimacy is defined as the emotional science that measures the bonds we form with the brands we use and love.

The technology & telecommunications industry now has four brands in the Top 10. Google ranks #2, with 50 percent of consumers reporting that they cannot live without the brand. Rounding out the list of technology brands is Samsung in #6, and Microsoft in #10.

“Seeing Apple perform consistently over the past four years is an indicator of the brand's ability to form meaningful emotional connections with its users. The strong performance of technology brands highlights the growing relevance of these products and services in the UAE," said William Shintani, Managing Partner, MBLM.

Emirates ranks #5 and is the only homegrown brand among the Top 10 Most Intimate Brands.

"Brand Intimacy is essential for marketers as emotions have proven to drive purchase decisions, and also long-term consumer bonds," Shintani said.

The automotive industry continues its dominance in the study, with five brands in the Top 10. There are three new entrants from this category: Honda ranks #3, Toyota ranks #4, and Nissan ranks #9. Two automotive brands have remained in the Top 10 since last year: Mercedes-Benz, ranked #7, and Ford, ranked #8.

"The automotive industry has historically been a strong performer, and the entrance of new brands this year signals a change in how these brands are forming bonds with consumers,” he added.

The Brand Intimacy 2020 report analysed the responses of 6,200 consumers and 56,000 brand evaluations across 15 industries in the US, Mexico, and the UAE.

(Writing by Seban Scaria, editing by Anoop Menon)

seban.scaria@refinitiv.com

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© ZAWYA 2020

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