Apple, Disney and Amazon Named ‘Most Intimate’ Brands of 2017

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Key Takeaways

​What? Customers have more intimate feelings for Apple, Disney and Amazon than any other companies this year, according to MBLM.

So what? Intimate brands “make strong business sense,” MBLM’s report says. “The Top 10 Most Intimate Brands continue to outperform established financial indices for both revenue and profit growth over the last 10 years.”

Now what? One predominant similarity among intimate brands is the sense of escapism they provide users.

Oct. 4, 2017

Apple, Disney and Amazon all have strong intimate, emotional bonds to their customers, according to the 2017 Brand Intimacy study by MBLM.


Customers have warm, fuzzy feelings for Apple, Disney and Amazon, according to the 2017 Brand Intimacy study by MBLM. 

The top five brands in this year’s ratings are:

  1. Apple with an intimacy quotient of 77.

  2. Disney with an intimacy quotient of 73.1.

  3. Amazon with an intimacy quotient of 71.

  4. Harley Davidson with an intimacy quotient of 64.8.

  5. ​Netflix with an intimacy quotient of 61.2.

Other brands on the list include Nintendo, Samsung, Whole Foods, BMW and Toyota.

MBLM’s ratings are based on quantitative data describing users' emotional connection, brand archetypes and stages of bond strength.

“In the U.S., we can make a number of interesting observations on the consumer mindset,” the report says. “A sense of escapism seems dominant. Escapist brands (largely within media and entertainment) did extremely well this year. From Netflix and Nintendo to Xbox and HBO, consumers seem to connect strongly with brands that let them entertain themselves on demand.”

The most intimate brands outperform on leading financial indices, according to the report. 

“Intimate brands are based on emotion, designed for today’s complexity and built to foster decision-making,” the report says. “In addition, intimate brands make strong business sense. The Top 10 Most Intimate Brands continue to outperform established financial indices for both revenue and profit growth over the last 10 years. In addition, these brands command a price premium, enjoying more financial resilience than brands in the same industries that are not intimate.”

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