Disney overtook Apple for the first time in MBLM’s Brand Intimacy 2019 Study, which is the largest study of brands based on emotions.The two were followed by Amazon, which came in third. The top 10 was also increasingly dominated by media & entertainment brands, comprising four out of the 10, up from three last year. The remaining brands in the top 10 were: Chevrolet, Netflix, Harley-Davidson, PlayStation, YouTube, Ford and Chick-fil-A. Brand Intimacy is defined as the emotional science that measures the bonds we form with the brands we use and love.
Disney continues to dominate through its associations with nostalgia and the strong bonds it builds with both men and women and across a variety of age groups. Meanwhile, Apple has lost some luster. Through its well-publicized missteps and consumer gadget fatigue, the brand, while strong, has declined in the U.S.
Top intimate brands in the U.S. also 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 Brand Intimacy 2019 Study. The average revenue growth from 2008-2017 was 8.68 percent for the top 10 most intimate brands, compared to 3.66 percent for Fortune 500 top brands and 4.75 percent for top S&P companies. In dollar value, this translates on average to the top 10 intimate brands having $37 billion more in total revenue over a 10-year period compared to the Fortune 500.The average profit growth during this same time period was 44.98 percent for brand intimate companies, compared to 20.45 percent for Fortune 500 companies and 6.37 percent for S&P companies.
“We know that customers who form strong emotional bonds with brands are willing to pay more and are less willing to live without them. Insights from our annual ranking of brands are providing lessons and new strategies for business leaders and marketers,” stated Mario Natarelli, managing partner, MBLM. “Apple’s fall to the second spot this year is substantial for three key reasons: first, it reflects the headwinds the company and brand are facing. Second, it highlights the fact that just like the human relationships that brand intimacy mimics, building and sustaining strong bonds is a continual process and third, the larger trend of the media & entertainment industry’s rise. Our demand for escapism and our collective need for a distraction from reality is factoring heavily in the brands that rose in 2019.”
The top intimate brand in the other two countries in MBLM’s study, the UAE and Mexico, was Apple.
To download the full Brand Intimacy 2019 Study or explore the Data Dashboard click here.