The most comprehensive study of brands based on emotions has revealed that UAE consumers have strong emotional connections with brands that include the 50-year-old Kuwaiti corporation Americana, three GCC dairy farms and Patchi, the Lebanese chocolatier.
Overall, an impressive five of the top ten most intimate consumer goods brands in the UAE are local or regional brands, competing well with global heavyweights Kraft, Nestlé and Lays. The Brand Intimacy 2017 Report analysed responses of 6,000 consumers and 54,000 brand evaluations across 15 industries in the US, Mexico and UAE.
As well as measuring the intensity of emotions people have with the brands they use, the study also uncovered the characteristics of that bond such as nostalgia or fulfilment. Called archetypes, these characteristics tell us more about the nature of the connections between brands and consumers.
Higher brand intimacy plays out in several ways – the most notable being that brands with higher intimacy outperform less intimate brands in both revenue and profit growth. The study also delves into consumers’ willingness to pay more for the brands they are intimate with Americana and Almarai have above industry averages for consumers willing to pay 20% more for their product, with figures slightly higher than mega global brands Kraft and Nestlé.
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