Special Features


Emirates Airlines soars to #2 Most Intimate Brand in UAE

Locally based Emirates Airlines, a multi-award-winning carrier with service to more than 150 destinations on six continents, rose to second place overall, according to the Brand Intimacy 2019 Report from MBLM. The Emirates brand continues to rise, after making the Top 10 list for the first time in 2018 at #6. To date, it is still the only brand originating in the region to make the Top 10 in the UAE-based study. Brand Intimacy is defined as a new paradigm that leverages and strengthens the emotional bonds between a person and a brand. Brands with a high BIQ (Brand Intimacy Quotient) outperform competitors in both revenue and profit, and their customers are willing to pay a higher price for their product. The full results from the 2019 UAE study will be announced on February 17, along with results from corresponding studies in the U.S and Mexico. Together, the data from these three countries comprise the largest global study on brands and emotion.



“We are excited to see Emirates Airlines performing at this higher level to reach second position this year,” said William Shintani, Managing Partner at MBLM. “The Emirates brand is performing extremely well as it continues to exceed expectations, delivering superior service and quality among its key demographics. Their strongest archetype (A pattern or marker which is consistently present, in part or in whole, among intimate brands that identify the character and nature of ultimate brand relationships.) is fulfillment, which is directly related to the delivery of superior quality of services. It also outperforms its competitors in the travel industry in every archetype.”



Additionally, Apple held the #1 spot for another year, with 32% of users reporting they cannot live without the brand. The automotive industry reported the highest scores overall as the most intimate industry in the UAE with five of the Top 10 brands (Ford, Mercedes, Audi, Lexus and BMW, in this order). YouTube made it to the Top 10 for the first time, improving its rank from #20 in 2018 to #10 in 2019, a growth trend that MBLM predicts will continue in the future. Nescafé, meanwhile jumped 26 places to land on the Top 10 list—from #33 in 2018 to #7 in 2019.



The Brand Intimacy 2019 Report contains the most comprehensive rankings of brands based on emotion, analyzing responses from 6,200 consumers in 56,000 brand evaluations across 15 industries in the U.S., Mexico and UAE. The report per industry will be revealed over the course of 2019 by MBLM.




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