MBLM has released its annual study of brand intimacy, and Apple has dropped to number seven on the list.
Brand Intimacy is defined as “the emotional science that measures the bonds we form with the brands we use and love.” The Brand Intimacy Report compared over 600 brands across 19 industries.
MBLM measures “brand intimacy” by examining users’ emotional connections to a brand, including the characteristics of their bond across categories such as nostalgia, indulgence, and identity. It also measures the intensity of a user’s connection with the brand.
Apple scored a 55.5 in the report. Ahead of it are: Disney (62.1), Costco (60.3), Samsung (59.5), Netflix (57.7), Target (57.2), and Amazon (55.6).
In 2018, Apple ranked first in the Brand Intimacy Report. It’s score has been declining since.
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