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Apple holds top tech company honors in brand intimacy study

In an annual study evaluating how attached consumers are to specific companies, Apple has claimed the top position above Samsung, Google, and Microsoft as top tech brand, despite an overall drop to third place.

Apple continues to rank highly brand intimacy, according to MBLM's Brand Intimacy Study 2020. According to MBLM, they measure brand intimacy by examining users' emotional connections to a brand, including the characteristics of their bond across categories such as nostalgia, indulgence, and identity. They also measure the intensity of a users' connection with the brand. After calculating these factors, MBLM arrives at what they call the "Brand Intimacy Quotient."

The goal is to use science to help measure the bonds that users form with brands— especially brands like Apple, Google, and Amazon.

The top overall brands were Amazon, who received a 68.3, and Disney who received a 67.8. Apple came in third with a 66.8.

Apple lead the technology and telecommunications category, with Samsung trailing behind with a 52.9, and Google taking third with a 50.6. The average score for technology and telecommunications brands was 42.9.

apple leads in tech and telecom

The study also showed that Apple holds strong leads across all demographics, including millennials and those over 35. They also ranked highly with consumers with yearly incomes of both over and under $100,000.

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Most consumers ranked Apple highly in the enhancement category — a category that defines a user's perceived likelihood of self-improvement through the use of their brand. Apple was also rated highly by both men and women who chose it as their most intimate brand.

Apple has consistently done well in MBLM's rankings in previous studies. In 2018, Apple claimed the top spot among millennials. In 2019, Apple took second place, just behind Disney.



6 Comments

thrang 18 Years · 1042 comments

How does one form a deep connection with Amazon? It largely serves a utility function

1 Like · 0 Dislikes
macxpress 17 Years · 5918 comments

thrang said:
How does one for a deep connection with Amazon? It largely serves a utility function

I think because you can pretty much get anything at any time on there and have it delivered right to you door. People are so used to just ordering everything (or almost) off Amazon. I can see how people can get attached to Amazon. 

1 Like · 0 Dislikes
lkrupp 20 Years · 10521 comments

macxpress said:
thrang said:
How does one for a deep connection with Amazon? It largely serves a utility function
I think because you can pretty much get anything at any time on there and have it delivered right to you door. People are so used to just ordering everything (or almost) off Amazon. I can see how people can get attached to Amazon. 

I wonder what happens to brand intimacy when the leftist politicians get their way and break up FAANG into tiny pieces. 

thrang 18 Years · 1042 comments

How does one for a deep connection with Amazon. It largely serves a utility function....

macxpress said:
thrang said:
How does one for a deep connection with Amazon? It largely serves a utility function
I think because you can pretty much get anything at any time on there and have it delivered right to you door. People are so used to just ordering everything (or almost) off Amazon. I can see how people can get attached to Amazon. 

I do buy a lot of stuff on Amazon - a lot - but personally have no feeling of "specialness" with them - I guess there are enough negatives from my perspective that neutralizes the positives.

1 Like · 0 Dislikes
fastasleep 15 Years · 6451 comments

macxpress said:
thrang said:
How does one for a deep connection with Amazon? It largely serves a utility function
I think because you can pretty much get anything at any time on there and have it delivered right to you door. People are so used to just ordering everything (or almost) off Amazon. I can see how people can get attached to Amazon. 

Amazon is more than retail. Kindle, FireTV, Echo/Alexa, AWS, Prime Video... etc.

As far as retail goes, their customer service is outstanding.