Americans overall feel most intimately connected to Apple

New Ideas in MarketingEssential news for marketers, summarised by YouGov
September 15, 2021, 3:47 AM UTC

MBLM recent survey of 3,000 US consumers revealed which of the 100 most popular brands connect emotionally most with Americans.

According to the report, Apple is ranked as the most “intimate” brand, based on the Brand Intimacy score of 73.7 out of 100. Other brands in the top five include Amazon (63.6), Disney (56.9), Target (56.8), and YouTube (56.1).

However, Google with a 54.6 score is ranked 10th in the brand intimacy score. Gender wise, YouTube, Samsung, Apple, PlayStation, and Xbox, are the top-ranked brands among men. Women ranked Apple, Amazon, Target, Disney, and Hershey’s as the top intimate brands.

Apple is the most intimate brand to Americans aged 18-34 and 35-44, and Amazon is the most intimate to those aged 45-64. Those earning $35,000-$100,000 feel most connected to Apple and Amazon. People earning over $150,000 ranked Costco as the most intimate brand.

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