Technology & telecommunications has an average Brand Intimacy Quotient of 49.2, well above the cross-industry average of 36.8. The category has improved since our last study, where it ranked in fourth place, and improved its Quotient score performance by 8 percent.
Enhancement remains the dominant archetype this year. The industry ranks first for fulfillment, the archetype centered on quality, and also ranks number one for fusing, the highest stage of Brand Intimacy, which increased by 22 percent since last year.
In comparing Apple and Sony, we see Sony leading across all archetypes and in fusing, while Apple is considerably stronger in the sharing and bonding stages. Both brands have positive keywords: Apple with love and anticipation and Sony with anticipation and strong recommendation.