Apple holds top tech company honors in brand intimacy study

In an annual study assessing how attached consumers are to specific companies, Apple claimed top position above Samsung, Google and Microsoft as a high-tech brand, despite falling overall to third place.

Apple continues to highly rate brand intimacy, according to the MBLM 2020 brand privacy study. According to MBLM, they measure brand intimacy by examining users’ emotional connections to a brand, including characteristics of their connection in categories such as nostalgia, indulgence and identity. They also measure the intensity of a user’s connection to the brand. After calculating these factors, MBLM arrives at what they call the “Brand Privacy Quotient”.

The goal is to use science to help measure the links that users make with brands, especially brands like Apple, Google and Amazon.

The main global brands were Amazon, which received a 68.3, and Disney, which received a 67.8. Apple came third with a 66.8.

Apple leads the technology and telecommunications category, with Samsung behind at 52.9 and Google third at 50.6. The average score for the technology and telecommunications brands was 42.9.

apple leads in technology and telecommunications

The study also showed that Apple has strong prospects in all demographics, including millennials and people over the age of 35. They also rank first among consumers with annual revenues greater than or less than $ 100,000.

Most consumers have classified Apple as an improvement, a category that defines the perceived likelihood that users will improve through the use of their brand. Apple was also highly rated by the men and women who chose it as the most intimate brand.

Apple has always done well in the ranking of MBLM in previous studies. In 2018, Apple won first place among millennials. In 2019, Apple took second place, just behind Disney.

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