Auto brands have immense emotional connect with their users. This was vindicated once again in this year’s MBLM’s Brand Intimacy 2018 Report. The report studies brands based on the emotional bonds between a person and a brand and ranks brands on their ability to build strong emotional bonds with their customers.
While Apple retains its number one position in the report in the UAE, five of the top 10 spots are taken up by auto brands – a trend that is similar to the 2017 report.
This year, Lexus, BMW, Mercedes and Toyota take up the second, third, fourth and fifth positions respectively. Toyota is the new entrant in the list this year, replacing Audi that was on the fifth position in 2017 but missing in 2018’s top 10.
Ford claimed 10th most intimate brand spot – last year, it was among the top three brands in the report.
Emirates, another new entrant in the top 10, has grown up in the order to claim the number six position.
Nestle’s Nido, also a new entrant and the only brand in the food sector, is on the seventh spot. Last year, Nescafe had made it to the list but was missing this year.
Nikon and Samsung, in that order, complete the top 10. Google and Louis Vuitton that were in the top 10 last year, were missing in the list in 2018.
The Brand Intimacy 2018 Report contains comprehensive rankings of brands based on emotion, analyzing the responses of consumers aged 18-64 across 15 industries in the UAE.
This year’s UAE Top 10 Most Intimate Brands demonstrate the growing dominance of technology and telecommunications as well as automotive emerging as the year’s top industry.