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Amazon ranks first in MBLM 2020 Brand Intimacy study

Feb '20
Amazon has ranked first in the MBLM  2020 brand intimacy study, followed by Disney and Apple. In the apparel category, as per the rankings, the strongest emotional bonds were established with Victoria’s Secret which is ranked at 53, followed by Under Armour at 66. The 10th edition of the brand study had 400 brands filtered across the geographies.

Besides Victoria's Secret, major apparel brands that featured in the rankings include Adidas, Nike, Levi’s, Under Armour, Ralph Lauren, Puma, American Eagle, Gap, J Crew, Nike, and Lululemon.  

The retail segment rankings included major players like Target, Walmart, Ebay, H&M, Sephora, Nordstrom, Macy’s etc.

“We are thrilled to celebrate our 10th year of examining brands based on emotion. The concept of Brand Intimacy is important for marketers because emotion has been proven to drive purchase decisions, and long-term customer bonds. Our yearly study reveals the changing landscape including which brands or industries perform best against different demographics,” said MBLM managing partner Mario Natarelli in a media statement.

The top 10 most intimate brands 2020 for the US includes Amazon, Disney, Apple, Ford, Jeep, NETFLIX, BMW, Chevrolet, PlayStation. As per the survey, top intimate brands have double the number of consumers willing to pay 2 per cent or more.

Overall, the gaming brands ruled the rankings. The highlight of the survey remains that the millennials have found the strongbond with PlayStations and for GenZ Xbox is the ultimate thing.

MBLM, the brand intimacy agency, has been publishing the largest annual study of brands based on emotions since last decade. Brand Intimacy study is an emotional science that measures and analyses on the factors that takes into consideration the bonds that consumers develop with the brands they use more often, according to the agency.

For the 10th edition of the brand study, more than 6,200 consumers across the US, UAE and Mexico were surveyed. MBLM reviewed more than 20,000 qualitative brand stories, and over 200,000 brand evaluations.

Fibre2Fashion News Desk (DD)

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