#6 Microsoft Corporation

The sixth-ranked brand family, Microsoft Corporation, has an average Quotient Score of 45.3. Its strongest archetype is enhancement. An average of 28% of consumers who use Microsoft Corporation’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.

In comparing Microsoft Corporation and Apple Inc., we see varied strengths related to archetypes. Microsoft is stronger across identity, enhancement, and ritual, but Apple leads in nostalgia and indulgence. Apple is stronger across all stages of Brand Intimacy except fusing, where Microsoft Corporation has a slight edge.