The most relevant brand for consumers is Apple for the sixth year

Apple was found to be the most relevant brand to consumers for the sixth consecutive year. The result was announced after examining the views of 13,000 U.S. consumers on 228 brands.

Prophet, the company behind the survey, said the relevant brands had six key characteristics …

He said brands must be both adaptable and authentic.

Relevant brands find their way into people’s hearts by continually doing what seems impossible. They quickly adapt to changing customer needs and expectations. But they do it by remaining more and more true to themselves.

Four more specific characteristics have been identified.

Obsessed with the customer. These companies know what matters to customers, …

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