Disney overtook Apple for the first time in MBLM's Brand Intimacy 2019 Study, the largest study of brands based on emotions. The two were followed by Amazon, which came in third.
The top 10 was also increasingly dominated by media & entertainment brands, comprising four out of the 10, up from three last year. The remaining brands in the top 10 were: Chevrolet, Netflix, Harley-Davidson, PlayStation, YouTube, Ford and Chick-fil-A.
According to MBLM, Disney continues to dominate through its associations with nostalgia and the strong bonds it builds with both men and women and across a variety of age groups. Meanwhile, the consumer research group says Apple has lost some luster. Through its well-publicized missteps and consumer gadget fatigue, the brand, while strong, has declined in the U.S., MBLM adds.
The Brand Intimacy 2019 Study contains rankings of brands based on emotion, analyzing the responses of 6,200 consumers and 56,000 brand evaluations across 15 industries in the U.S., Mexico and UAE. MBLM's reports and interactive Data Dashboard, which features a brand ranking tool, showcase the performance of almost 400 brands, revealing the characteristics and intensity of the consumer bonds.