2018阿拉伯联合酋长国品牌亲密度研究（英文版）_36页-5mb

2018 Brand Intimacy Study Summary - UAE

Overview

The 2018 Brand Intimacy Study is the eighth edition of an annual research initiative focused on understanding the emotional bonds consumers form with brands. Conducted across the United Arab Emirates, the U.S., and Mexico, the study examined how 6,000 consumers in the UAE interact with brands they use and love, emphasizing the importance of emotional connections in driving brand loyalty and financial performance.

Why Brand Intimacy?

Brand Intimacy is a new marketing paradigm that centers on building emotional relationships with consumers. It offers several advantages:

• Greater Price Resilience: Consumers with strong brand intimacy are more willing to pay a premium for products and services.
• Emotion-Driven Behavior: Emotional connections influence purchasing decisions and brand loyalty.
• Incorporation of Neuroscience: Leverages the latest advances in understanding consumer decision-making.

Outperforming Leading Financial Indices

Intimate brands consistently outperform major financial indices such as the S&P 500 and Fortune 500 in terms of revenue and profit growth over the past decade. This indicates that emotional brand connections are a strong indicator of financial success.

UAE Top 10 Most Intimate Brands 2018

The following brands were ranked as the most intimate in the UAE in 2018:

1. Apple - Quotient: 82.6

   • Strong in FUSING, BONDING, and SHARING stages.
   • #1 among women in FUSING and among ages 18-44.
   • Willing to pay 20% more, with high NPS and BIQ scores.

2. Quotient - Quotient: 82.0

   • Strong in FULFILLMENT, INDULGENCE, and RITUAL archetypes.
   • #2 for FUSING, highest stage of intimacy.
   • High NPS and BIQ scores.

3. MUN - Quotient: 81.0

   • Strong in FULFILLMENT, INDULGENCE, and RITUAL archetypes.
   • #1 among men in FULFILLMENT and NPS.
   • High BIQ scores.

4. Nestle® NIDO® - Quotient: 73.9

   • Strong in FULFILLMENT, INDULGENCE, and NOSTALGIA archetypes.
   • #1 among ages 25-34.
   • High willingness to pay and NPS.

5. Emirates - Quotient: 65.7

   • Strong in FULFILLMENT, INDULGENCE, and NOSTALGIA archetypes.
   • Doubled its FUSING score since 2017.
   • #2 among users aged 25-34.

6. Nikon® - Quotient: 59.0

   • Strong in FULFILLMENT, INDULGENCE, and NOSTALGIA archetypes.
   • #5 for FUSING, highest stage of intimacy.
   • Increased NPS by 16% since 2017.

7. SAMSUNG - Quotient: 52.3

   • Strong in FULFILLMENT, INDULGENCE, and NOSTALGIA archetypes.
   • Increased FUSING score by 13% since 2017.
   • High daily usage and BIQ scores.

8. Ford - Quotient: 51.9

   • Strong in FULFILLMENT, INDULGENCE, and NOSTALGIA archetypes.
   • Doubled its SHARING score since 2017.
   • High NPS and BIQ scores.

Demographics

• Gender: Men and women form intimate brand relationships relatively equally, with 36% of women and 33% of men showing some level of intimacy.
• Age: Brands like NVIDIA and SAMSUNG are popular among younger consumers (18-34), while SAMSUNG and G are preferred by older consumers (35-64).
• Income: High-income consumers favor automotive brands, while low-moderate income consumers prefer technology brands. Apple is a common favorite across income levels.

Industries

The study highlights the growing dominance of the technology & telecommunications and automotive industries in the UAE. Other key industries include:

• Apps & Social Platforms
• Retail
• Travel
• Media & Entertainment
• Consumer Goods
• Health & Hygiene
• Apparel & Appliances
• Beverages & Fast Food

Methodology

The study involved a quantitative survey of 6,000 consumers across the UAE, U.S., and Mexico. The sample was representative of census data, ensuring diversity in age, gender, income, and region. Advanced techniques such as factor analysis and structural equation modeling were used to quantify the mechanisms that drive brand intimacy. The research provides prescriptive guidance for marketers to build and manage stronger brand relationships.

Key Insights

• Intimate brands outperform financial indices, indicating the value of emotional connections.
• Apple remains the top brand in the UAE, as well as in the U.S. and Mexico.
• Technology & Telecommunications and Automotive are leading industries in brand intimacy.
• Emirates and Nikon® show significant growth in intimacy scores.
• Nido and Ford have strong emotional connections and high willingness to pay.
• Brand Intimacy Quotient (BIQ) is a key metric used to assess brand intimacy levels.

Conclusion

The 2018 Brand Intimacy Study underscores the importance of emotional connections in driving brand loyalty and financial success. The findings suggest that brands focusing on building intimate relationships with consumers can achieve superior performance in terms of revenue, profit, and customer engagement. As the study continues, more detailed insights into specific industries and brands will be released, providing marketers with actionable strategies to enhance their brand's intimacy.