Apple has been named as the UAE’s “most intimate” brand in a global report, which ranks 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.
Lexus, Samsung and Mercedes are among the other highest ran
ked 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 and also saw the UAE’s indigenous financial brand Abu Dhabi Commercial Bank enter the top 10.
“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.”
In fifth place, personal care specialist Dove is the only health and beauty brand to make the top ten, with Abu Dhabi Commercial Bank achieving 8th place.
