The appliances industry ranked 13th out of the 15 industries studied in MBLM’s Brand Intimacy 2020 Study, which is the largest study of brands based on emotions. MBLM (pronounced Emblem), the agency using emotional science to build more intimate brands during these unprecedented times, announced that Samsung topped the industry followed by KitchenAid and LG. Brand Intimacy is defined as the emotional science that measures the bonds we form with the brands we use and love, and has become increasingly important as brands modify their roles and adjust the ways they connect with consumers today.

MBLM’s study, now in its 10th year, revealed that the remaining brands in the top 10 for the appliances industry were Whirlpool, Dyson, Black+Decker, Maytag, Kenmore, GE Appliances and Frigidaire. Additionally, top intimate brands in the U.S. continued to significantly outperform the top brands in the Fortune 500 and S&P indices in both revenue and profit over the past 10 years, according to the study.

“The appliances industry retained its 2019 ranking in our 2020 study,” stated Mario Natarelli, managing partner, MBLM. “We believe that the industry, with its smart technologies and ability to customize products for different lifestyles, should be better able leverage these strengths in building stronger emotional connections with consumers.”

Additional significant appliances industry findings in the U.S. include:

  • The appliances industry had an average Brand Intimacy Quotient of 19.7
  • Samsung ranked #1 in the industry and led among millennials and men
  • Consumers over 35 years old preferred LG, and women ranked KitchenAid as their strongest intimate brand
  • KitchenAid also led among users with incomes under $100,000, whereas consumers with incomes over $100,000 preferred Dyson
  • Enhancement, which focuses on becoming better through use of the brand, was the archetype most associated with the category, and KitchenAid was the top appliance brand for enhancement.

The Brand Intimacy 2020 Report contains the most comprehensive rankings of brands based on emotion, analyzing the responses of 6,200 consumers and 56,000 brand evaluations across 15 industries in the U.S., Mexico and UAE. MBLM’s reports and rankings tool showcase the performance of almost 400 brands, revealing the characteristics and intensity of the consumer bonds.

To view the appliances industry findings, please click here. Additionally, MBLM offers Custom Dashboards providing extensive data for brands included in its annual Brand Intimacy Study. To download the full Brand Intimacy 2020 Study or explore the Rankings, click here.


During 2019, MBLM with Praxis Research Partners conducted an online quantitative survey among 6,200 consumers in the U.S. (3,000), Mexico (2,000), and the United Arab Emirates (1,200). Participants were respondents who were screened for age (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 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 6,200 interviews and approximately 56,000 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.

To read a more detailed description of MBLM’s approach, visit its Methodology page.


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