Amazon ranks number one for the first time in MBLM’s Brand Intimacy Study 2020

New Ideas in MarketingEssential news for marketers, summarised by YouGov
February 21, 2020, 2:47 PM UTC

The study defined brand intimacy as the emotional science that measures the bond between consumers and their favourite brands.

This piece states consumers voted Amazon as the most intimate brand, with Disney and Apple ranked second and third, respectively. Netflix, Walmart and PlayStation were among the other brands in the top 10 list.

PlayStation was the number one brand among millennials, while Gen Z preferred for the Xbox. While Amazon, Disney and Apple were the most intimate brands for consumers with a salary range of $35,000-$100,000. However, people earning above $100,000 chose Apple, Amazon and the German automobile giant BMW.

Disney, Amazon and Apple were among the top three brands among women, while men chose Ford, Amazon and Apple. MBLM’s managing partner Mario Natarelli said, “The stronger the brand intimacy, the more consumers are willing to pay…”

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