Amazon, Disney and Apple Top MBLM's Brand Intimacy Study

However, PlayStation and Xbox formed the strongest bonds with Millennial and Gen Z consumers.

Tech & Gadgets 
3,812 Hypes 0 Comments

MBLM recently unveiled its Brand Intimacy 2020 Study, which reveals that many US consumers have formed the strongest emotional connections with Amazon, Disney and Apple compared to around 400 other major brands. Amazon came in at number one for the first time in MBLM’s decade of producing the survey, while Disney and Apple closely followed in second and third place, respectively. 6,200 U.S. consumers were surveyed.

MBLM defines brand intimacy as the emotional science that measures the bonds we form with brands. “The concept of brand intimacy is important for marketers because emotion has been proven to drive purchase decisions, and also long-term customer bonds,” explains MBLM managing partner Mario Natarelli. “Amazon’s rise to the top is something we forecasted for years based on the insights we’ve been gathering. The brand’s dominance and breadth of portfolio have formed both intense and essential bonds with consumers.”

While the overall Brand Intimacy Study showed Amazon on top, Millennial and Gen Z consumers surveyed were most connected with gaming brands. According to details pulled from the study, Millennials have formed the strongest emotional bond with PlayStation, while Gen Z can’t get enough of Xbox. These findings are likely a nod to the growing esports industry, which has become increasingly popular over the last few years.

The overall top-10 list was noticeably missing major fashion and footwear brands. Nike is the top brand in that space at number 24, while Levi’s trails at number 39.

The top 10 lists can be viewed in the gallery above, and the full study can be viewed over on MBLM’s website. For detailed insights, the study can be sorted by year, age, income and gender.

Elsewhere in business, Nike recently released an impact report that details diversity goals, sustainability initiatives and community targets.

Read Full Article

What to Read Next

MCM and Wilson Honor NBA All-Star Weekend With Luxe "Chicago" Basketball
Fashion

MCM and Wilson Honor NBA All-Star Weekend With Luxe "Chicago" Basketball

Priced at $295 USD.

Kering Turned Over Approximately $17.15 Billion USD in 2019
Fashion 

Kering Turned Over Approximately $17.15 Billion USD in 2019

With Gucci contributing approximately $10.42 billion USD alone.

Girls Don't Cry & HUMAN MADE Join Forces Once More for Valentine's Day
Fashion

Girls Don't Cry & HUMAN MADE Join Forces Once More for Valentine's Day

Releasing a host of slogan-adorned essentials.

Cav Empt Unveils Earth-Toned Mid-Layers in Fifth SS20 Drop
Fashion

Cav Empt Unveils Earth-Toned Mid-Layers in Fifth SS20 Drop

From dark hazel-brown tones to muted charcoal shades.

A Banksy Valentine's Day Mural Depicting a Cupid With a Slingshot Has Appeared in Bristol
Art

A Banksy Valentine's Day Mural Depicting a Cupid With a Slingshot Has Appeared in Bristol

Alongside an explosion of flowers on the side of a house.


Feng Chen Wang Brings 2-in-1 Design to Converse Pro Leather
Footwear

Feng Chen Wang Brings 2-in-1 Design to Converse Pro Leather

Unveiled at the All Star Series event in London.

André Saraiva & Billionaire Boys Club Return With Vibrant SS20 Capsule
Fashion

André Saraiva & Billionaire Boys Club Return With Vibrant SS20 Capsule

Combing ‘Mr. A’ with BBC’s cosmonaut motif.

Futura 2000 & BMW Showcase Limited-Edition M2 Art Car
Art

Futura 2000 & BMW Showcase Limited-Edition M2 Art Car

A highly-limited run will be available to purchase.

Wood Wood & Katharine Hamnett Update Sportswear With "Choose Life" Slogan
Fashion

Wood Wood & Katharine Hamnett Update Sportswear With "Choose Life" Slogan

Partnering for a fully-sustainable collaboration.

Engineered Garments Workaday Revitalizes Vintage Americana for SS20
Fashion

Engineered Garments Workaday Revitalizes Vintage Americana for SS20

Steeped in rich indigo dyes and creamy ivory palettes.

More ▾
 
We got you covered. Don’t miss out on the latest news by signing up for our newsletters.

By subscribing, you agree to our Terms of Use and Privacy Policy.