Apple ranks as the #1 most intimate brand during COVID, according to MBLM’s 2021 Brand Intimacy COVID Study, a study of brands based on emotional connections during the pandemic. It held the same rank last year.
MBLM (pronounced Emblem) uses emotional science to build and manage more intimate brands. Brand Intimacy is the emotional science behind the bonds we form with the brands we use and love.
The top 10 brands in the 2021 Brand Intimacy COVID Study are Apple, Amazon, Disney, Target, YouTube, Toyota, Walmart, Costco, Harley-Davidson, and Google. What’s more:
° Apple is the only shared brand between men and women when reviewing their top five brands. Men emphasize technology brands and media & entertainment, especially gaming, while women have a more diverse mix of industries.
° Apple is the only shared top brand across all ages. Millennials feature three media & entertainment brands out of their top five, whereas those 35–44 and 45–64 have more diverse lists.
° Apple and Disney are shared across income ranges. Both income ranges feature media & entertainment, technology, and retail brands.
“Apple continues to dominate and deepen its customer relationships during COVID,” says MBLM. “The brand has increased strength across a number of key measures, which demonstrates its dominance and ability to build strong emotional connections.”