#4 Alphabet Inc.


Ranking as the fourth most intimate brand family, Alphabet Inc. has an average Quotient Score of 48.1.  Its strongest archetype is enhancement. An average of 29% of consumers who use Alphabet’s portfolio of brands are intimate with them.

Data was sourced from our most recent Brand Intimacy Study. To be ranked as a brand family, conglomerates needed at least 3 portfolio brands in our study. See Brand Family Methodology.

Head to Head

In comparing Alphabet Inc. and Microsoft Corporation, we see the brands tied in fulfillment and identity. Alphabet is stronger in the nostalgia, enhancement and ritual archetypes, with Microsoft leading in indulgence. Microsoft, however, is stronger across all stages of Brand Intimacy except for sharing.

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