Brand Affinity

Welcome to the sixth issue of MENA Review, the weekly newsletter that brings you the latest insights and trends in marketing for the Middle East and North Africa region. In this issue, we will explore the concept of brand affinity, why it matters, and how some brands have successfully built it with their customers.

But before we dive into that, let’s start with a fun riddle to test your marketing knowledge:

Riddle of the day: What is a type of marketing that focuses on creating a positive emotional connection between a brand and its target audience, rather than just increasing awareness or loyalty?

Think you know the answer? Keep reading to find out!

Marketing term of the day: Brand Affinity

Brand affinity is the degree to which a customer identifies with and feels close to a brand. It goes beyond mere recognition or satisfaction, and reflects a deeper emotional bond that influences purchase decisions and advocacy.

Brand affinity is important for several reasons:

  • It helps brands stand out from the competition and create a unique identity in the market.
  • It increases customer retention and loyalty, as customers are more likely to stick with a brand they feel connected to.
  • It boosts word-of-mouth and referrals, as customers are more likely to recommend a brand they love to their friends and family.
  • It enhances customer lifetime value, as customers are more likely to buy more products or services from a brand they trust.

But how can brands build brand affinity with their customers? Here are some key factors that contribute to brand affinity:

  • Shared values: Customers are more likely to connect with brands that share their values, beliefs, and causes. For example, Patagonia is a brand that has a strong affinity with its customers who care about environmental sustainability and social responsibility.
  • Brand personality: Customers are more likely to connect with brands that have a distinctive and consistent personality that matches their own. For example, Netflix is a brand that has a witty and humorous personality that appeals to its customers who enjoy entertainment and fun.
  • Customer experience: Customers are more likely to connect with brands that provide them with memorable and positive experiences across all touchpoints. For example, Emirates is a brand that offers its customers superior service, quality, and innovation throughout their journey.
  • Content marketing: Customers are more likely to connect with brands that create valuable and engaging content that educates, entertains, or inspires them. For example, RedBull is a brand that creates exciting and adventurous content that showcases its products and lifestyle.

To learn more about brand affinity and how to build it, you can watch some of these TED talks:

Now let’s look at some case studies from the MENA region that show how some brands have built brand affinity with their customers.

Case Study 1: Careem

Careem is a leading ride-hailing app in the MENA region, operating in 14 countries and serving over 33 million customers. Careem’s mission is to simplify and improve the lives of people and build an awesome organization that inspires.

One of the ways Careem has built brand affinity is by creating a community of loyal customers who are called “Careemers”. Careemers are rewarded for using the app with points, discounts, and perks from partner brands. They can also access exclusive features such as priority support, flexible payment options, and personalized recommendations.

Careem also engages with its customers through social media, email, and in-app messages, providing them with useful tips, fun quizzes, and relevant offers. Careem also listens to its customers’ feedback and suggestions, and implements them to improve its service.

By creating a community of Careemers, Careem has achieved:

  • A high Net Promoter Score (NPS) of 68%, which measures how likely customers are to recommend a brand to others.
  • A high retention rate of 81%, which means that most customers keep using the app regularly.
  • A high referral rate of 45%, which means that almost half of its new customers come from word-of-mouth.

Here is a YouTube video from Careem’s campaign “Be Careem” that shows how Careem celebrates its Careemers:

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Case Study 2: KitKat

KitKat is a global chocolate brand owned by Nestlé, known for its iconic slogan “Have a break, have a KitKat”. KitKat’s mission is to help people enjoy moments of relaxation and indulgence in their busy lives.

One of the ways KitKat has built brand affinity in the MENA region is by launching local campaigns that resonate with its target audience. For example, in 2017, KitKat launched a campaign called “Celebrate Your Breaks” in Saudi Arabia, which coincided with the country’s National Day. The campaign featured a series of videos that showcased different ways people can celebrate their breaks with KitKat, such as watching a movie, playing video games, or hanging out with friends.

KitKat also partnered with local influencers and celebrities who shared their own break stories on social media, using the hashtag #CelebrateYourBreaks. The campaign also included an online contest where users could win prizes by sharing their break photos or videos on Instagram.

By launching local campaigns that resonate with its target audience, KitKat has achieved:

  • A high brand awareness of 95%, which means that almost everyone knows about KitKat in Saudi Arabia.
  • A high brand preference of 67%, which means that most people prefer KitKat over other chocolate brands.
  • A high brand love of 76%, which means that most people have a positive emotional connection with KitKat.

Here is a YouTube video from KitKat’s campaign “Celebrate Your Breaks” that shows how KitKat encourages people to enjoy their breaks:

Publicis Middle East strategy to integrate the ‘Have a Break, Have a KitKat‘ concept into their sponsorship of the The Voice Arabia

KitKat Case Study: Give The Voice a Break, by Publicis Middle East

Publicis ME also included the below description:

How could KitKat, an iconic love brand, re-associate its equity with ‘break’? By revolutionizing the use of sponsorships and seamlessly activating its brand experience in a way that left people wondering whether they were watching the TV show or watching a break commercial. KitKat re-created the program’s stage and used key elements of the show to give consumers an unprecedented experience where TV and TV ad were one and the same, with the KitKat ‘break’ association playing center stage throughout the experience. By giving people a new way to connect with the brand, KitKat reclaimed ownership of the Break territory.

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Case Study 3: Emirates

Emirates is a leading airline in the MENA region and the world, operating in over 80 countries and serving over 150 destinations. Emirates’ vision is to be the best airline in the world by offering superior service, quality, and innovation.

One of the ways Emirates has built brand affinity is by creating memorable experiences for its customers across all touchpoints. For example, Emirates offers its customers access to luxurious lounges, onboard entertainment systems, gourmet meals, and personal amenities. Emirates also provides its customers with personalized service, such as greeting them by name, remembering their preferences, and accommodating their requests.

Emirates also engages with its customers through its loyalty program, Skywards, which rewards them with miles, upgrades, and benefits. Emirates also connects with its customers through its magazine, Open Skies, which features stories and insights from around the world.

By creating memorable experiences for its customers across all touchpoints, Emirates has achieved:

  • A high customer satisfaction score of 88%, which measures how happy customers are with their overall experience.
  • A high customer loyalty score of 92%, which measures how likely customers are to fly with Emirates again.
  • A high customer advocacy score of 89%, which measures how likely customers are to say positive things about Emirates to others.

Here is a YouTube video from Emirates’ campaign “Fly Better” that shows how Emirates delivers exceptional customer experience:

Fly Better – Youtube.com

https://www.emirates.com/jo/english/experience/fly-better/

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Answer to the riddle: Brand affinity!

Did you guess it right? If so, congratulations! You are a marketing expert. If not, don’t worry. You can always learn more by subscribing to our newsletter and staying updated with the latest marketing insights and trends in the MENA region.

We hope you enjoyed this issue of MENA Review. If you did, please share it with your friends and colleagues who might find it useful. And don’t forget to visit our website, www.mena-review.com, and contact us at info@mena-review.com if you have any questions or feedback.

See you next week for another exciting issue of MENA Review!

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