Apple earns ‘most intimate brand’ title

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Apple is no. 1! Woop, woop!
Photo: MBLM

Apple is the “most intimate” brand in the U.S., according to MBLM’s new Brand Intimacy 2017 Report.

What is an “intimate” brand, you might ask? According to MBLM, brand intimacy is defined as, “a new paradigm that leverages and strengthens the emotional bonds between a person and a brand.”

These brands also outperform the S&P and Fortune 500 indices in revenue and profit.

Apple leads the list in the number one spot, followed by Disney, Amazon, Harley Davidson, Netflix, Nintendo, Samsung, Whole Foods, BMW and Toyota in the remainder of the top 10 places.

“We found that escapist brands performed especially well – mostly in the media and entertainment industry – due to the melancholy mood of the past year and the need for distraction, control and enjoyment,” Mario Natarelli, MBLM’s managing partner, said.

The full report breaks the findings down across various metrics, such as age and earning. Impressively, Apple performed very well regardless of age, and also ranked top in other categories like the “Can’t live without” ranking which — unsurprisingly — covers those brands respondents would struggle to carry on without.

As the report notes:

“Apple is our top-ranked brand overall. It is also the highest rated across several considerations, helping explain its dominance. For archetypes, Apple scored highest for enhancement (just edging out Google), ritual and identity Apple also ranks #1 for ‘can’t live without,’ meaning it would be very difficult to live without this brand. It also ranks highest for frequency of use (where Facebook also took 2nd place).”

How has your own relationship with the Apple brand changed over the past year? Leave your comments below.