AMER­ICA’S MOST IN­TI­MATE BRANDS

CEO Magazine North America - - AT THE FRONT — NEWS - BY PABLO HERNÁN­DEZ LODIGIANI

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.

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