Apple tops analyst firm MBLM’s latest 2020 brand intimacy study, which ranks the companies that made the most emotional connections with customers during the year of COVID-19.
According to MBLM, Apple achieved a “Quotient score” of 74.0 out of 100. Some 40% of users said they could not live without the brand. Meanwhile, 21% said they would be willing to pay 20% more for the brand’s products and services (the so-called Apple Tax in action).
In some ways, you might not expect Apple to fare so well during the coronavirus pandemic when it comes to brand intimacy. (Although, hopefully, it’s only “intimate” within the confines of social distancing.) After all, at a time when people are losing jobs and the economy is tanking, you wouldn’t necessarily expect people to flock to a company that has passed $2 trillion in valuation.
Apple’s current score is actually up from MBLM’s two previous brand intimacy surveys. They scored Apple at 70.9 and 66.8 respectively. Interestingly, Apple was the top brand for women and millennials. Men ranked Amazon more highly overall.
Ultimately, surveys like this do not measure hard numbers relating to profit or revenue. But they do give some indication of how Apple continues to connect with consumers. Given that Cult of Mac was founded on the idea that Apple connects with a passionate group of fans, that’s not a massive surprise to us. But it’s a reminder of just how many of those fans there, in fact, are.
Source: MBLM
