Brand Equity Study - Presentation 2017

Najm Blue - Brand performance against competition

+ Brand weaknesses Competitive Total market
Parity
Being a popular brand with friends and family Mashreq Smart Saver
Being a digitally convenient brand RAKBANK Titanium
SC Titanium
Best competitor’s score (% of association) Being a modern/ up to date brand Well-known finance brand

Being the leader in the Being customer
finance market friendly and flexible

Being a traditional brand Being an honest and Having innovative products
transparent brand

Being a Shariah compliant
brand

1 Brand strengths
1.4
We compare Najm Blue to the best placed competitor on each aspect. +
-
Najm Blue scores (% of association)

44 C2. And which of the brands listed below do you most strongly associate with each of the attributes given? You can associate each attribute with more than one brand if you think

appropriate or if you think a particular attribute does not apply to any of the brands listed, you can select ‘none of these’

All in %

Perceptions of Najm Cashback Silver Credit Card

Najm portfolio

Weaknesses Strengths

Wide variety of Offering attractive

Effective handling of payment channels cashback rewards
Attractive fees customer complaints Flexibility of Good customer service

redeeming rewards15, 86 18, 88

9, 82 12, 82 12, 80 14, 82

IMPORTANCE Product features that Attractive introductory Easy application Ability to access the institution
enhance my lifestyle offer process
using different channels
14, 75
14, 73
Convenience of Branch/ATM locations 12, 72
7, 67
8, 68 Wide network Attractive 12, 68 Range of available channels to track
of branches credit limit 12, 67 card transactions

Offering attractive travel rewards 9, 62 10, 61 Dedicated portal to
5, 56 redeem points/rewards

Offering Islamic banking products Hygienics
5, 42

Less important

BRAND PERFORMANCE

Base: Najm portfolio (n=353)

55

B11. Which of the following apply to Najm credit cards? Please select all that apply.

Najm Silver - Product performance against competition

+ Brand weaknesses Competitive Total market
Parity
Mashreq Smart Saver
Best competitor’s score (% of association) RAKBANK Titanium
SC Titanium

6

Offering attractive cashback rewards Ability to access the institution
using different channels

Range of available channels to Wide variety of payment channels

track card transactions Dedicated portal to redeem points/rewards
Attractive

credit limit Attractive fees Convenience of Branch/ATM locations

Wide network Effective handling of customer complaints
of branches
Easy application process

Flexibility of redeeming rewards
Good customer service

Attractive introductory offer

Offering Islamic Product features that enhance my lifestyle
banking products

Offering attractive travel rewards

1 Brand strengths
0.5
5.5
-
We compare Najm Silver to the best placed competitor on each aspect.

Najm Silver scores (% of association) +

44 C2. And which of the brands listed below do you most strongly associate with each of the attributes given? You can associate each attribute with more than one brand if you think

appropriate or if you think a particular attribute does not apply to any of the brands listed, you can select ‘none of these’

All in %

Brand perceptions of Najm Cashback Silver Credit Card

Najm portfolio

Weaknesses Being an honest and Strengths
transparent brand Hygienics
Being customer
friendly and flexible 13, 85

12, 84

Having innovative products 11, 75
9, 71 Being a digitally convenient brand

IMPORTANCE Being the leader in the finance market Being a modern/ up
8, 53 to date brand

Being a Shariah compliant brand 10, 63
5, 39
Well-known finance brand
Less important 13, 54

Being a popular brand
with friends and family

11, 44

Being a traditional
brand

7, 35

BRAND PERFORMANCE

Base: Najm portfolio (n=353)

57

B11. Which of the following apply to Najm credit cards? Please select all that apply.

Najm Silver - Brand performance against competition

+ Brand weaknesses Competitive Total market

Being a popular brand with friends and family Parity Mashreq Smart Saver
RAKBANK Titanium
Being a digitally convenient brand SC Titanium

Well-known finance brand Being a modern/ up to date brand

Best competitor’s score (% of association) Being the leader in the Having innovative products
finance market

Being a traditional brand Being customer Being an honest and transparent brand
friendly and flexible

Being a Shariah compliant
brand

1 Brand strengths
0.6
We compare Najm Silver to the best placed competitor on each aspect. +
-
Najm Silver scores (% of association)

44 C2. And which of the brands listed below do you most strongly associate with each of the attributes given? You can associate each attribute with more than one brand if you think

appropriate or if you think a particular attribute does not apply to any of the brands listed, you can select ‘none of these’

Gift cards

59

All in %

Gift card awareness

Mall of the Emirates & City Center Mall gift… 10 39
Burjuman Mall Card 12 31
Reef Mall Card 4
Yas Mall Gift Card 9 34
Just For You Card 9 29
VOX Gift Card 14
MyNet Card 13 33
Virtual Gift Card 10 34
Design Your Card
Load N Shop 9
9
MasterCard Prepaid Gift Card 6
The Apparel Gift Card 8
iTunes Gift Card 10
8
4
7

17
17
14
19

Najm portfolio Total market

60 Base: Najm users (n=353) / Total market (n=718) if you did not use them? Tick all that apply!

D1. Which of the following gift cards did you hear about in the UAE even

All in %

Gift card usage

Mall of the Emirates & City Center Mall gift… 16
13

Burjuman Mall Card 1
3

Reef Mall Card 0
3

Yas Mall Gift Card 1
5

Just For You Card 6
4

VOX Gift Card 6
8

MyNet Card 1
3

Virtual Gift Card 1
3

Design Your Card 2
3

Load N Shop 1
2

MasterCard Prepaid Gift Card 4
5

The Apparel Gift Card 4
4

iTunes Gift Card 4
9

Najm portfolio Total market

61 Base: Najm users (n=353) / Total market (n=718) in the last 12 months? Tick all that apply!

D2. And which of the following gift cards have you bought or used

All in %

Likelihood to buy a gift card

47
59

37
26

14 16

Najm portfolio Total market
Very likely to buy Somewhat likely to buy Not likely to buy

62 Base: Najm users (n=353) / Total market (n=718) use a scale from 0 to 10 where 0 means “Very unlikely” and 10 means “Very likely”.

D3. How likely are you to buy a new gift card in the next 12 months? Please

All in %

Profile of the gift card intenders

What do we know about them?

All fig in % Likely to buy a gift card Not likely to buy a gift card

Heard about Najm on social media 32 14
Heard about Najm from Najm website 40 23
Have a prepaid card 29 15
Users of prepaid cards from NBAD 21 8
Users of prepaid cards from ADIB 17 7
Have bought MoE & City Center Mall gift card in last 12 months 25 15
Have bought VOX gift card in last 12 months 16 6
Users of ADCB 37 30
Users of NBAD 21 14
AED35,000 MPI 17 11
Users of prepaid cards from RAK Bank 12 6
Arab Expats 34 29
Abu Dhabi 25 21
30-39 years old 51 47
No of credit cards they hold currently (average) 3.7 2.9
No of too many credit cards (average) 4.9 3.9

63 Base: Intenders (n=388) / Non-intenders (n=683) use a scale from 0 to 10 where 0 means “Very unlikely” and 10 means “Very likely”.

D3. How likely are you to buy a new gift card in the next 12 months? Please

All in %

Occasions they would buy gift cards for

Birthday 39 Birthday 54
Diwali 40

Ramadan 5 Diwali 11
Congratulations - Graduation 7 27
13 Ramadan
Congratulations – Baby 16 17
Congratulations – Wedding 11 Congratulations - Graduation 24
11 28
Mother’s Day 15 Congratulations – Baby 27
Season’s Greetings 17 24
18 Congratulations – Wedding
Valentine’s Day 19 17
Father’s Day 15 Mother’s Day 10
17
UAE National Day 12 Season’s Greetings 17
To reward employees 16 16
9 Valentine’s Day
11
Father’s Day
3
7 UAE National Day
7
10 To reward employees
9
12

Najm portfolio Total market Intenders Column1

64 Base: Najm users (n=353) / Total market (n=718) | Intenders (n=388) all that apply!

D4. For which occasion(s) would you consider buying a gift card in the next 12 months? Tick

All in %

Who would they buy the gift card for

For a friend 54 56
For a friend

52

For myself 29 For myself 39
36

For online shopping 34 47

For online shopping
42

For my child 38 For my child 34
33 Column1

Najm portfolio Total market Intenders

65 Base: Najm users also using or intending to use gift cards (n=353) / Total market (n=718) | Intenders (n=377)

D5. What do you use the gift card for? Tick all that apply!

Personal loans

66

All in %

Likelihood to take on a new personal loan

56
65

31
21

14 12

Najm portfolio Total market
Very likely to buy Somewhat likely to buy Not likely to buy

67 Base: Najm users (n=353) / Total market (n=718) 12 months? Please use a scale from 0 to 10 where 0 means “Very unlikely” and 10 means “Very likely”.

E1. How likely are you to take up a new personal loan in the next

All in %

Profile of the personal loan intenders

All fig in % What do we know about them? Not likely to buy a gift card

Heard about Najm on social media Likely to buy a gift card 15
Heard about Najm from Najm website 25
Have a personal loan from ADCB 32 12
Heard about Najm from SMS 40 9
Have a personal loan from FGB 22 5
Emiratis 17 4
Arab Expats 12 29
AED35,000 MPI 11 11
18-29 years old 36 13
Users of Dubai First 17 5
No of too many credit cards (average) 19 3.9
10
5

68 Base: Intenders (n=332) / Non-intenders (n=739) use a scale from 0 to 10 where 0 means “Very unlikely” and 10 means “Very likely”.

D3. How likely are you to buy a new gift card in the next 12 months? Please

All in %

Purpose to take the personal loan

Buy electronics 6 Buy electronics 16
Invest in real estate 18 31
Sponsor my business
29 Invest in real estate 15
Buy car 30 26
Pay back other debts 24
12 Sponsor my business
Finance rent 13 10
Use for other investment 29
Send to family back home for other expenses 15 Buy car
28 24

27 Pay back other debts
24

10 Finance rent
11

37 Use for other investment
26

Send26to family back home for other expenses
25

Najm portfolio Total market Intenders Column1

69 Base: Najm users (n=353) / Total market (n=718) | Intenders (n=332) to 3 options!

E2. And what do you plan to use the money taken as part of the personal loan for? Please select up

All in %

Factors considered when deciding on personal loans

Good institution’s reputation i6n97st3iGtuotoiodn’s… 70
Profit / interest rates intePrre7os7fti8tr3a/tes 80
67Maximum
Maximum finance amount accepted 65 finance… 73
Being customer friendly and flexible 73
7B6eing
No hidden charges 70customer… 79
Knowledgeable relationship manager No hi8d4den 67
Being an honest and transparent brand
Recommendation from friends / family ch7a9rges 75
60
Maximum pay-back period offered K6n7owledgeabl
Fast and easy approval process 62 e… 71
Variety of payment channels 77
Bein8g1 an
h7o3nest and… 71

51 Recommendat Column1
55 ion from…

65 Maximum
66 pay-back…

Fast and82easy
a7p2proval…

7V2ariety of
65 payment…

Najm portfolio Total market Intenders

70 Base: Najm users intending to take on personal loans (n=124) / Total market (n=314) | Intenders (n=332) 0 means “Not important at all” and 10 means “Very

E3. If you were to look to take up a new personal loan, how important would be each of the following aspects? Please rate from 0 to 10 where

important”.

Thank you!

71