Nike, Levi's top brand intimacy charts

11 Jul '16

2 min read

Brand intimacy describes an essential relationship between a person and brand that transcends usage, purchase and loyalty. Intimate brands create enhanced business performance.

In the apparel industry, Nike happens to the most intimate brand followed by Levi's, according to a recent research on 6,000 consumers by MBLM, the Brand Intimacy Agency.

The remaining brands part of the top 10 are: Levi's, Under Armour, Adidas, Louis Vuitton, H&M, Puma, Express, The North Face and Banana Republic, MBLM said in its Brand Intimacy 2015 Report.

The global apparel market is expected to have a double-digit increase between now and 2020, with the market value in the U.S. currently at $331 billion.

Surprisingly, the apparel industry ranked second-to-last in creating and building intimate brand relationships. Travel & leisure was the only industry ranking lower among the nine sectors that MBLM mapped last year for its extensive Brand Intimacy 2015 Report.

“Apparel had a weak performance, compared to most of the other industries that we analyzed,” stated Mario Natarelli, MBLM's managing partner.

“This is surprising given the emotional connection people typically have with fashion brands. It appears these brands have a powerful opportunity to build stronger bonds with customers,” he said.

The other industries included in the report are automotive, retail, technology and communications, consumer package goods, health and beauty, financial services and entertainment.

MBLM's 2015 report claims to contain one of the most comprehensive rankings of brands based on emotion, analyzing the responses of 6,000 consumers and 52,000 brand evaluations across nine industries in the U.S., Mexico and UAE. (SH)

Fibre2Fashion News Desk – India

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