2017阿拉伯联合酋长国品牌亲密度研究（英文版）_32页-2mb

Brand Intimacy Summary: UAE 2017

Core Content

The 2017 Brand Intimacy Report presents a comprehensive analysis of emotional connections between brands and consumers in the UAE, highlighting the role of emotion in driving business success. It introduces a new framework for measuring brand intimacy, which goes beyond traditional branding and marketing strategies, focusing on the depth and nature of emotional bonds formed with a brand.

Main Points

• Brand Intimacy Definition: Brand intimacy is defined by the emotional bonds consumers form with brands, which influence their decision-making and spending behavior.
• Emotional Influence: 90% of consumer decisions are based on emotion, indicating the importance of emotional engagement in brand success.
• Performance Metrics: Intimate brands outperform traditional financial indices such as S&P and Fortune 500 in terms of revenue and profit growth.
• Price Resilience: Consumers are more willing to pay a premium for brands with which they have a strong emotional connection.

Key Findings

UAE Brand Intimacy Rankings

• The Top 10 Most Intimate Brands in the UAE include a mix of technology, luxury, automotive, and hospitality brands.
• Apple leads with the highest Brand Intimacy Quotient (87.5), followed by Nescafé (53.7) and Google (59.9).
• Automotive dominates the list with five car brands in the Top 10, including BMW, Ford, and Audi.
• Lexus and Mercedes have dropped in rankings, while Audi has risen.
• Hilton is the only hospitality brand in the Top 10, and Nescafé has improved its performance significantly.

Top 10 Leaders at a Glance

• Apple:

  • Revenue growth from $300-400 million (AED 1,102-1,469 million) in 2010 to $3 billion (AED 11 billion) in 2015.
  • Top handset in the UAE with 4.17% penetration in 2Q 2016.
  • Ranked second most attractive employer in the UAE in 2016 behind Google.

• Google:

  • Ranked #6 in UAE, highest for "can't live without" and enhancement archetype.
  • Launched 360-degree imagery for Dubai ahead of National Day.
  • Expected to launch Pixel smartphone in the Middle East within two years.

• BMW:

  • Has a higher Quotient score (75.0) and more fusing and bonding customers than Mercedes.
  • Launching augmented reality showrooms in multiple countries.
  • Using UAE aluminum for engine manufacturing.

• Mercedes:

  • Has a higher percentage of sharing customers and stronger willingness to pay 20% more for services and products.
  • Achieved 100,000th sales of Actros lorry in the Middle East and North Africa.

• Hilton:

  • Ranked #9, highest for identity and nostalgia archetypes.
  • Highest percentage of bonding customers.
  • Recognized as the top hospitality company to work for in the UAE.

• Nescafé:

  • Improved performance significantly.
  • Sales beat estimates in the second half of 2016 with 3.9% organic growth.
  • Dolce Gusto revenue expanding at a 20% growth rate.

Two Leading Brand Comparisons

• BMW vs. Mercedes:
  • BMW has a higher Quotient score (75.0 vs. 58.3).
  • BMW has a higher percentage of fusing and bonding customers (66% vs. 59%).
  • Mercedes has a stronger willingness to pay 20% more (27% vs. 16%).

This Year's Findings

• Consumer Mindset:

  • Automotive and technology & telecommunications consistently rank as top industries.
  • Luxury and media & entertainment are also significant.
  • Fast food and insurance & investing are among the lowest-performing categories.

• Spending Behavior:

  • Consumers are more cautious about spending, with a reduced willingness to pay 20% more for their favorite brands.
  • This reflects broader economic and global uncertainties.

The Business of Intimate Brands

• Performance:

  • Intimate brands outperform S&P and Fortune 500 in revenue and profit growth.
  • They command price premiums, enhancing financial resilience.

• Longevity:

  • Intimate brands show stronger year-over-year growth in both revenue and profit.

• Price Resilience:

  • Consumers with strong emotional connections are more willing to pay a premium.
  • 21% of users are willing to pay 20% more for a brand's products and services.

Key Takeaways

• Apple is the top-ranked brand in the UAE and the highest-rated in the indulgence archetype.
• Google ranks #6 and is highest for "can't live without" and enhancement.
• Hilton ranks #9, highest for identity and nostalgia, and has the highest percentage of bonding customers.
• Apple has the largest percentage of fusing customers, Hilton of bonding, and Facebook of sharing.

Demographics

Age Snapshots

• 18-34: Google and Emirates are highlighted.
• 35-44: YouTube and Emirates are prominent.
• Emirates is the only brand listed by both millennials and 35-44 year-olds.

Gender Snapshots

• Men:
  • Top 5 includes four automotive brands.
  • Ford is the top brand for men.
• Women:
  • More diverse in their brand preferences, including technology, travel, and entertainment.
  • Google is the top brand for women.

Income Snapshots

• Low/Moderate Income:
  • Stronger connection with automotive brands.
  • Lord is the top brand for this group.
• High Income:
  • Preference shifts toward technology and consumer goods.
  • Google and Nestlé are top brands for high-income consumers.

Can't Live Without

• Brands that are most essential in daily life are ranked highest in "I would feel deprived without them."
• Technology & telecommunications and apps & social platforms are the most difficult to live without.
• Apple and Google are among the top brands in this category.

Usage

• Technology & telecommunications brands dominate the Top 10 list due to their daily usage.
• Brands that are used frequently are more likely to form strong emotional bonds.
• Many of these brands are associated with the enhancement archetype, helping consumers become smarter, more capable, and more connected.

UAE Industry Findings

• Top Industries:
  • Automotive (#1)
  • Technology & telecommunications (#2)
  • Financial services (#3)
• Performance:
  • Automotive remains the strongest industry with an average Quotient of 50.9.
  • Technology & telecommunications showed strong performance with Apple and Google leading.
  • Luxury and media & entertainment ranked 7th and 8th, while fast food and insurance & investing were among the lowest.

Country Findings

• U.S.:

  • Automotive is the top industry.
  • Media & entertainment and automotive together make up six of the Top 10 brands.
  • Apple and Disney dominate the rankings.
  • Travel is the lowest-ranked industry.

• Mexico:

  • Financial services and technology & telecommunications dominate the rankings.
  • American Express is the top brand, surpassing Apple.
  • IXE appears as a high-ranking local brand.
  • Intimacy is slightly higher among women and those under 35.

• UAE:

  • Automotive and technology & telecommunications are top industries.
  • Luxury and media & entertainment are also significant.
  • No local brands are represented in the Top 10.

Additional Materials

• The report includes comprehensive country reports for the U.S., Mexico, and the UAE.
• Interactive ranking tools provide detailed brand performance metrics.
• Demographic breakdowns by age, income, and gender are available.
• Net Promoter Scores and frequency of use data are included to further understand consumer sentiment.

Appendix: How It Works

• The Brand Intimacy Model is based on five key components:
  1. User – Consumers who have used the brand in the last 12 months.
  2. Strong Emotional Connection – Degree of positive feelings and brand associations.
  3. Archetypes – Patterns of emotional bonds (e.g., fulfillment, identity, nostalgia).
  4. Stages – Stages of brand intimacy (fusing, bonding, sharing).
  5. Brand Intimacy Quotient (BIQ) – A score indicating the brand's performance in building emotional bonds.

This model helps in understanding the emotional landscape of consumer-brand relationships and provides a framework for brands to enhance their intimacy and, consequently, their business performance.