Apple was the #1 brand for both women and men in the technology and telecommunications section of MBLM’s Brand Intimacy 2019 Study. The tech giant was also #1 for millennials, users over 35 and users with incomes of $50,000 or more in the category.. (Google was the #1 brand for users with incomes under $50,000)
Overall, Disney was the top brand with Apple second.. 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.
Brand Intimacy is defined as the emotional science that measures the bonds we form with the brands we use and love. Top intimate brands in the U.S. continued to significantly outperform the top brands in the Fortune 500 and S&P indices in both revenue and profit over the past 10 years, according to the Brand Intimacy 2019 Study.
“With its presence and dominance in our modern day living, technology & telecommunications continues to build emotional bonds with consumers,” says Mario Natarelli, managing partner, MBLM. “Brands that are part of the smartphone ecosystem – device manufacturers, content providers, access brands and apps – have higher rates of Brand Intimacy than those that do not. Device manufacturers performed particularly well, which suggests hardware brands are benefitting the most from the increasingly important role that smartphones play in our lives.”