Model & Methodology

Brand Intimacy Model Archetypes

A New Paradigm

A comprehensive model to create, sustain, and measure ultimate brand relationships

Brand Intimacy Model

Quantitative research has helped determine our Brand Intimacy Model, which comprises five key components that contribute toward building intimate brand relationships. The model culminates in a Brand Intimacy Quotient, a score each brand receives indicating its performance.

I. User

The user is the first part in our model because you cannot be intimate with a brand you have not engaged with or repeatedly tried. Think of this as similar to human relationships; you cannot be intimate with someone you are not already involved with.

II. Strong Emotional Connection

A strong emotional connection is a key requirement and the foundation of intimacy. We believe the greater the emotional connection between a brand and consumer, the more powerful the relationship. A strong emotional connection is determined by the degree of overall positive feelings a customer has toward a brand and the extent to which a person associates the brand with key attributes.

Brand Intimacy Model archetypes

III. Archetypes: Characters of Bonds

The following six patterns or markers are consistently present, in part or in whole, among intimate brands that identify the character and nature of ultimate brand relationships.

1. Fulfillment

Exceeds expectations, delivering superior service, quality, and efficacy.

2. Identity

Reflects an aspirational image or admired values and beliefs that resonate deeply.

3. Enhancement

Becoming better through use of the brand—smarter, more capable, and more connected.

4. Ritual

Ingraining a brand into daily actions—more than habitual behavior. The brand becomes a vitally important part of daily existence.

5. Nostalgia

Focuses on memories of the past and the warm, poignant feelings associated with them. These are often brands a customer has grown up with.

6. Indulgence

Creates a close relationship centered around moments of pampering and gratification that can be either occasional or frequent.

IV. Stages: Strength of Bonds

Stages reveal and measure the depth and degree of intensity of an intimate brand relationship.

Brand Intimacy Model stages sharing

Sharing is when the person and the brand engage and interact. Knowledge is being shared and the person is INFORMED about what the brand is all about and vice versa. At this stage, attraction occurs through reciprocity and ASSURANCE.

Brand Intimacy Model stages bonding

Bonding is when an attachment is created and the relationship between a person and a brand becomes more significant and COMMITTED. This is a stage of acceptance and TRUST is established.

Brand Intimacy Model stages fusing

Fusing is when a person and a brand are inexorably linked and CO-IDENTIFIED. In this stage, the identities of the person and the brand begin to merge and become a form of mutual REALIZATION and expression. Stages reveal and measure the depth and degree of intensity of an intimate brand relationship.

Brand Intimacy Model Brand Intimacy quotient

V. Brand Intimacy Quotient

The score assigned to each brand from 1-100. The Quotient is based on prevalence (the percent of users who are intimate), intensity (where the relationship is on the spectrum of three stages, sharing, bonding, fusing and character (performance on key archetypes). It is a shorthand score that demonstrates how a brand is performing relative to its ability to create ultimate brand relationships and enables comparisons to other brands in the same category or to the industry average.


During summer 2021, MBLM, with Praxis Research Partners, conducted an online quantitative survey among 3,000 consumers in the United States.

Respondents completed a 20-minute survey that delved into the emotional connections that consumers have with brands across 10 industries: apps & social platforms, automotive, beverages, consumer goods, fast food, financial services, health & hygiene, media & entertainment, retail and technology & telecommunications)

We crafted the survey instrument using insight from extensive qualitative research conducted on the topic of Brand Intimacy as well as previous quantitative research. The survey was designed primarily to understand the extent to which consumers have relationships with brands and the strength of those relationships.

During the survey, respondents:

  • completed a sorting exercise to help understand the strength of their connection with brands
  • indicated the extent to which they could, or could not live without certain brands
  • rated brands on carefully crafted attribute/benefit statements. These ratings formed the basis of our modeling process

In addition, responds were asked specific questions related to brand relationships and COVID-19:

  • if their emotional connection to brands has increased, decreased or stay the same during COVID-19
  • how well they felt brands responded to the pandemic
  • If they used brands more, less or the same during COVID 19 and
  • If they were willing to pay more for the brand in light of the pandemic

Each brand was scored on our Brand Intimacy Quotient. The Quotient is a composite measure that reflects the intensity of the relationship between consumers and brands as well as the prevalence (usage and emotional connection) with the brand. The higher the Quotient score, the more intense the emotional relationship with a brand.

It is important to note that this research provides more than a mere ranking of brand performance and was specifically designed to provide prescriptive guidance to marketers. We modeled data from over 3,000 interviews and approximately 28,000 brand evaluations to quantify the mechanisms that drive intimacy. Through factor analysis, structural equation modeling, and other sophisticated analytic techniques, the research allows marketers to better understand which levers need to be pulled to build intimacy between their brand and consumers. Thus, marketers will understand not only where their brand falls in the hierarchy of performance but also how to strengthen performance in the future.

Brand Intimacy Resources

Essential information related to Brand Intimacy


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