Beverages Ranked in Bottom Half of All Industries Studied in MBLM’s Brand Intimacy 2018 Report
The beverages industry ranked ninth out of 15 studied in MBLM’s Brand Intimacy 2018 Report, which is the largest study of brands based on emotions. The top three in the industry, which moved up one spot from the 2017 study, were Coca-Cola, Coors and Budweiser. The remaining brands in the Top 10 for the beverages industry were: Pepsi, Red Bull, 7UP, Tropicana, Miller, Snapple and Mountain Dew.
Brand Intimacy is defined as a new paradigm that leverages and strengthens the emotional bonds between a person and a brand. MBLM’s study again revealed that top intimate brands in the U.S. surpassed the top brands in the Fortune 500 and S&P indices in revenue and profit over the past 10 years.
“Brands in the beverages industry, which is innately personal, are missing out on opportunities to better connect with their customers,” stated Mario Natarelli, managing partner at MBLM. “Beverage brands are related to rituals, rites of passage and celebrations since they are often consumed over shared meals, major life events, at sports games or during recreational activities. The industry has a strong foundation to work from to create stronger, more resilient customer bonds.”
Other significant beverages findings in MBLM’s Brand Intimacy 2018 Report include:
- The beverage industry had an average Brand Intimacy Quotient of 24.7, which was below the industry average of 27.1
- Indulgence, which is related to moments of pampering and gratification, was the most prominent in the category, and Budweiser was the top-performing brand for indulgence
- Coca-Cola, the top brand in the category, also ranked #1 for both men and women, as well as for millennials
- Users aged 55–64 preferred Coors and Red Bull ranked #1 for having the highest percentage of customers in fusing, the most advanced stage of Brand Intimacy
- Coors and Budweiser had considerably improved their intimacy scores since last year, while Miller and Tropicana declined in this year’s rankings
This year’s report contains the most comprehensive rankings of brands based on emotion, analyzing the responses of 6,000 consumers and 54,000 brand evaluations across 15 industries in the U.S., Mexico and UAE. MBLM’s reports and interactive Brand Ranking Tool showcase the performance of almost 400 brands, revealing the characteristics and intensity of the consumer bonds.
During 2017, MBLM conducted an online quantitative survey among 6,000 consumers in the United States (3,000), Mexico (2,000), and the United Arab Emirates (1,000). Participants were respondents who were screened for age (i.e. 18 to 64 years of age) and annual household income ($35,000 or more) in the U.S. and socioeconomic levels in Mexico and the UAE (A, B, and C socioeconomic levels). Quotas were established to ensure that the sample mirrored census data for age, gender, income/socioeconomic level, and region. The survey was designed primarily to understand the extent to which consumers have relationships with brands and the strength of those relationships, from fairly detached to highly intimate. It is important to note that this study provides more than a mere ranking of brand performance and was specifically designed to provide prescriptive guidance to marketers. We modeled data from a total of 54,000 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 brands and consumers.