Emirates Airlines was ranked the second most intimate brand in the UAE among users aged 25 to 34, a new report revealed.

According to MBLM’s Brand Intimacy 2018 Report, the largest study of brands based on emotions, Nido ranked number 1 in the UAE for the same age group.

Overall, the report, which covered users aged 18-64, showed that Apple took the lead as the most intimate brand, followed by four major car brands - Lexus, BMW, Mercedes and Toyota - capping the top five. Emirates Airlines made the Top 10 list, taking the seventh position.

Brand Intimacy is defined as a new paradigm that leverages and strengthens the emotional bonds between a person and a brand. The results were revealed today at a breakfast sponsored by MBLM at Q’s Lounge at the Palazzo Versace.

William Shintani, managing partner at MBLM, said: “It is great to see the Emirates brand maturing into our top 10 rankings, it’s a testament to its growth and world-class performance. Even more promising is its popularity amongst UAE millennials. We believe this is the result of a brand that conveys a strong sense of fulfilment – delivering a superior service and exceeding expectations.”

While Apple (first position) and Samsung (ninth position) both ranked in the Top 10 Most Intimate Brands, the automobile industry dominated across all demographics. Five of the top 10 companies ranked in the study were leading car brands, with Lexus coming in second, BMW in third, Mercedes in fourth, Toyota in fifth and Ford in 10th.

The Brand Intimacy 2018 Report contains the most comprehensive rankings of brands based on emotion, analyzing the responses of 6,000 consumers and 54,000 brand evaluations across 15 industries in the US, Mexico and UAE. The report per industry will be revealed over the course of 2018 by MBLM. - TradeArabia News Service