For the second time in a row, the study carried out by MBLM (via Apple World Today) places Apple as the brand with which we establish a more intimate connection ahead of Disney, Amazon, Netflix, Microsoft and others. A study that analyzes our benchmark brands during the pandemic and that reflects the emotional connection with different large companies.
The emotional connection seen from the numbers
The study includes brands like Amazon, Disney, Target, YouTube, Toyota, Walmart, Costco, Harley-Davinson and Google, which occupy the top 10, and others such as Samsung, LG, Microsoft, HBO, Ebay, Uber, TikTok and several others that are also present in other categories.
“Apple continues to dominate and deepen its customer relationships during COVID. The brand has grown in strength on a number of key measures, demonstrating its dominance and ability to create strong emotional connections.”
As we can see in the following summary table, Apple is number one for people between 13 and 34 years old and also for those between 35 and 44 years old, descending only to second place, after Amazon, in the group of 45 to 64 years old.
“In recent years, we have found that brands that are part of the smartphone ecosystem tend to outperform those that are not. The average Brand Intimacy Quotient of those that are part of the ecosystem is higher than the general average of the This suggests that if a brand has a strong presence on these devices, it can expand its ability to foster emotional connections with users. “
According to the study, Apple is considered the reference brand in various archetypes, such as fulfillment in the face of expectations, identity, the feeling that we are better thanks to the brand and also a ritualistic component around daily actions. In archetypes like nostalgia, however, we find Disney, and in indulgence, Hershey’s appears.
“Apple continues to dominate and deepen its customer relationships during COVID. The brand has grown in strength on a number of key measures, demonstrating its dominance and ability to create strong emotional connections.”
Continuing with the study, it is also striking that Apple is the only brand that is in the top 5 for both men and women. According to the data, it would be number 1 for women and number three, behind YouTube and Samsung, for men.
Analyzing the components that make a brand connect with us is an arduous task. In the end, there are many small details that lead us to establish a connection and trust with a certain service, device, etc. As the same study collects, brands that manufacture mobile phones tend to score better in the rankings, after all they are devices that we carry everywhere and that we use for practically everything.