In general, women connect with a broad and more mature stable of brands than men do, especially brands that are practical or relevant to their lifestyles.
From this list, we observe that women have a more diverse range of top brands that involve more aspects of their daily life. Their top five brands include the dominant technology brand, family entertainment, convenient retail, health food, and transportation. For men, three of their five top brands are automotive, and are combined with a gaming brand and Apple, presenting a more “boys and their toys”-type of list. A Nielsen study found that women’s most trusted brands related to convenience, health, or their households, while trusted brands for men included more indulgent options, which seems to echo the Brand Intimacy findings.2
Interestingly, women had a slight edge over men in both the technology & telecom and retail industries, in terms of forming intimate relationships. The core of measuring Brand Intimacy is our Quotient model, with four stages that result in a Brand Intimacy Quotient Score (a score from 0–100; higher is better). You can get a detailed description of the model and how it works here. The video below also provides a high-level tour. Surprisingly, in a category like technology, where men dominate, women form stronger bonds across the category, with Apple and Facebook in particular. Women ranked Apple with a Quotient score of 77, while it averaged 71 with men. Facebook scored 30 with women and 25 with men.