By Gavin Gibbon
Latest Brand Intimate Study by MBLM sees tech and automotive industry dominate top ten
The most favourite brands of men and women in the UAE, according to the tenth annual Brand Intimacy Study by MBLM, could hardly be more contrasting.
The top five most intimate brands for men in the UAE, dominated by the automotive industry, are:
The top five most intimate brands for women in the UAE are:
The study is the largest and most comprehensive of its kind, based on emotions.
According to MBLM, brand intimacy is defined as “the emotional science that measures the bonds we form with the brands we use and love”.
William Shintani, managing partner, MBLM, told Arabian Business: “I think the brand has to have a very strong sense of purpose. They need to have what we call the essential components or the essence of the brand, the purpose of why it exists as a company, why it exists as a brand. It has to be really powerful.
“It has to be managed throughout the series of different touch points and experience points in a very excellent way where that sense of purpose is transmitted and enhanced through the stories and narratives and the experiences that the customers leave with.”
Overall in the UAE, Apple retained its number one spot for the fifth consecutive year. It joined three other technology and telecommunications brands in the top ten, with Google ranked second – 50 percent of consumers said they “could not live without” the brand; Samsung in sixth and Microsoft in tenth position.
The automotive industry had five brands in the top ten, Honda (third), Toyota (fourth), Mercedez-Benz (seventh), Ford (eighth) and Nissan (ninth). Mercedez-Benz and Ford both retained their place from last year.
Emirates, ranked number five, is the only homegrown brand to feature in the top ten.
Shintani said: “The strong performance of technology brands highlights the growing relevance of these products and services in the UAE. The automotive 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.”
Shintani revealed automotive, tech and telecoms, media and apparel showed the greatest improvement among millennials in the UAE.
However, just as quickly as a brand can improve its intimacy, so too it can lose that bond with the consumer.
Shintani points to the case of Facebook and the data breach scandal in 2018 involving the social networking platform and Cambridge Analytica.
He said: “When Facebook got caught with the scandals of Cambridge Analytica, when they used their data access and gave it to another company in order to manipulate sentiment, the emotional connection that Facebook users had, they felt betrayed about it.”
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.