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Emirates claims #2 spot, Apple still UAE’s most loved brand!

Emirates Airline is the only brand originating from the GCC that has made it to the Top 10 "most intimate brands" for two years in a row!

UAE's "Most Intimate Brands" list is the largest study of brands based on emotions Brands with high Brand Intimacy Quotient (BIQ) tend to outperform competitors in both revenue and profit Apple topped the Top 10 list in the UAE, but was pushed down to second by Disney in the U.S.

UAE-based Emirates Airlines has found a comfortable spot in the corner of your heart.

The airline is the only brand originating in the GCC region to make it to the UAE's "Most Intimate Brands" Top 10 list  … and it's soaring higher every year, according to the Brand Intimacy 2019 Report – an MLBM initiative that is billed as the "largest study of brands based on emotions."

Emirates, which services more than 150 destinations on six continents, rose to second place overall on the list of companies strengthening the bond between a person and a brand. This is a new high for the brand, which made the Top 10 list for the first time in 2018 at #6.

“We are excited to see Emirates Airlines performing at this higher level to reach the second position this year. 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 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,” said William Shintani, Managing Partner at MBLM.


UAE's Most Intimate Brands – Top 10

Apple has retained the top spot for another year, with 32% of users in the UAE reporting they cannot live without the brand.

In the U.S., however, it's a different story. Disney has knocked Apple off its perch by overtaking the brand in the U.S. version of the same Top 10 study. Apple may have taken a beating with lesser-than-expected demand for its latest iPhones. Also, people seem to be making a greater connect with Disney by experiencing a journey to Disneyland or enjoying classics such as "The Lion King". Experts point to an era where people are becoming more focused on experiences rather than material goods. Amazon, Chevrolet and Netflix follow close behind on the U.S. Top 10 intimate brands list.


UAE loves the auto industry

The automotive industry reported the highest scores overall as the most intimate industry in the UAE. Five automotive brands featured in the Top 10 list.



Ford, which featured third in the overall list, ranked first in the automotive industry and is the only American automotive brand in the Top 10.

“We are thrilled to see Ford climb from tenth in 2018 to third for 2019 – and to top the rankings as most favored car brand,” said Crystal Worthem, Marketing Director for Ford Middle East & Africa. “We’re pleased to see that customers view Ford as an engaging brand with exciting vehicles – and this industry recognition of the work we’ve done drives us to do even more and be even better for the benefit of our customers here in the UAE and the region overall.”

In the UAE, 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 #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. Brands with a high Brand Intimacy Quotient (BIQ) tend to outperform competitors in both revenue and profit, and their customers are willing to pay a higher price for their product.