AMERICA’S MOST INTIMATE BRANDS
While companies have tried various approaches to lure customers over the years, a strategy of building consumer loyalty has turned out to be one of the primary ingredients for success, turning brand intimacy into market advantage.
This new business environment has given MBLM—a self-proclaimed “brand intimacy agency” that ranks brands based on their numbers of users and the intensity of their customer relationships—the tools to study and determine this new paradigm in marketing.
In their 2018 Brand Intimacy Report on the top-performing brands in the US, data shows that tech giant Apple is considered the most “intimate” brand in the country, considerably ahead of all others, while also ranking #1 in the MBLM Mexico and UAE findings.
Amazon climbed to #2 in the US, improving its ranking from last year’s third place; BMW is #3; Jeep seals #4 with a 42% intimate relationship with customers; Disney is #5, while YouTube, Target, Netflix, Whole Foods and Google complete the top ten.
The report suggests that brand relations with customers are also impacted by gender, age and income.
According to the index, both women and men in the US feel most emotionally attached to Apple. Both genders share the same industries among their top five brands: technology & telecommunications, retail, entertainment, and automotive, although women favored the retail sector over other industries.
The report shows that brands such as Apple, Amazon and Target build emotional bonds across all age groups (18-54). However, industries such as entertainment and retail appear to be particularly popular among younger and older consumers.
As for income, only Apple and Amazon enjoy intimacy across all the afore mentioned market segments.