2015金融服务行业品牌亲密度研究（英文版）_10页_3mb

Financial Services Brand Intimacy Summary

Core Content Overview

This report provides an analysis of brand intimacy in the financial services industry across the United States, Mexico, and the UAE. Brand intimacy is measured using the Brand Intimacy Quotient (BIQ), which evaluates the depth and strength of consumer relationships with brands. The findings highlight key brands, their performance metrics, and the archetypes most closely associated with the industry in each market.

Key Findings by Country

United States

• Average BIQ: 28 (below industry average)
• Dominant Archetype: Enhancement
• Top Brands:
  • #1: PayPal (BIQ: 38)
  • #2: Fidelity (BIQ: 38)
  • #3: Chase (BIQ: 29)
• Customer Intimacy:
  • 23% of respondents have some form of intimacy with Chase.
  • 10.6% of Chase respondents are willing to pay 20% more.
  • Citi has 20% of respondents with intimacy and 6.7% willing to pay more.
• Age and Income Insights:
  • PayPal is the top brand for all age groups.
  • Fidelity is the strongest brand for those with an income of $100,000–$150,000.
  • Men prefer Fidelity as their top brand.

Mexico

• Average BIQ: 34 (slightly above industry average)
• Dominant Archetype: Fulfillment
• Top Brands:
  • #1: American Express (BIQ: 68)
  • #2: PayPal (BIQ: 49)
  • #3: MasterCard (BIQ: 40)
• Customer Intimacy:
  • American Express has the second-highest fusing rate (19%) in the Mexico report.
  • Banamex has a higher Quotient (30) than Banorte (21), with more fusing and bonding customers.
  • Banamex has 14.9% of respondents willing to pay 20% more, while Banorte has only 1.8%.
• Age and Income Insights:
  • MasterCard is the top brand for 18–34-year-olds.
  • PayPal is preferred by those aged 35–54 and with an income of $20,000–$45,000.
  • Visa is preferred by those making $45,000–$90,000+.

UAE

• Average BIQ: 34 (one point above industry average)
• Dominant Archetype: Enhancement
• Top Brands:
  • #1: ADCB (BIQ: 54)
  • #2: PayPal (BIQ: 41)
  • #3: UAE×CHANGE (BIQ: 39)
• Customer Intimacy:
  • ADCB has the highest fusing (12%), bonding (10%), and sharing (31%) rates.
  • PayPal has 41% of customers in some form of intimate relationship.
  • UAE Exchange outperforms Western Union with twice the fusing rate (44% vs. 38%) and more bonding and sharing customers.
  • 22% of UAE Exchange respondents are willing to pay 20% more, compared to 11.4% for Western Union.
• Market Insights:
  • 61% of UAE banking customers use mobile devices.
  • E-commerce in the UAE is projected to reach $10 billion (AED 36.7 billion) by 2028.

Industry-Wide Insights

• Average BIQ: 34 (slightly above the collective average across all industries)
• Dominant Archetype: Enhancement
• Top Brands:
  • #1: PayPal
  • #2: Fidelity
  • #3: Chase
  • #4: Charles Schwab
  • #5: Wells Fargo
  • #6: Citi
  • #7: GEICO
  • #8: MetLife
  • #9: American Express
  • #10: Bank of America

Methodology

• Conducted in Spring 2015.
• Sample size: 6,000 consumers across the U.S., Mexico, and UAE.
  • U.S.: 3,000
  • Mexico: 2,000
  • UAE: 1,000
• Quotas were established to match census data for age, gender, income, and region.
• Survey was based on qualitative insights and designed to measure the depth of consumer-brand relationships.
• Data was modeled from 52,000 brand evaluations using factor analysis, structural equation modeling, and other advanced analytics.

Additional Information

• Mobile Commerce Adoption in Mexico: 30%
• Mobile Banking Penetration in Mexico (2013): 18%
• Consumer Spending in UAE (2014): $134.19 billion (AED 492.92 billion), down from $166.97 billion (AED 613.31 billion) in 2013.

About the Agencies

• MBLM: A brand intimacy agency that integrates strategy, design, creativity, and technology to build stronger brand relationships.
• Praxis Research Partners: Established in 2002, specializing in market research and branding strategies. With over 60 years of combined experience, they focus on revenue-driven insights and growth opportunities.

Explore More

• Visit the Brand Ranking Tool, industry snapshots, and country reports for deeper insights.
• For more details on the methodology, visit praxis-research.com.
• Learn more about MBLM at mblm.com.