MBLM, the Brand Intimacy Agency, analysis of the marketplace has found that women connect with a broader and more mature collection of brands than men. And the brands they connect with are intimately involved with more facets of their daily lives. Apple is the most intimate brand for women, according to the agency’s extensive Brand Intimacy 2015 Report. Brand intimacy describes an essential relationship between a person and a brand–a relationship that transcends usage, purchase and loyalty.
MBLM’s 2015 report contains 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. MBLM’s reports and interactive Brand Ranking Tool showcase the performance of almost 400 brands, revealing the characteristics and intensity of the consumer bonds.
Brand Intimacy and Gender
The top five most intimate brands for women are Apple, Disney, Amazon, Whole Foods and Toyota. Comparatively, the top five intimate brands for men are Harley-Davidson, Apple, Toyota, Nintendo and Lexus.
“Interestingly, we found that brand intimacy is very similar for both men and women,” stated Rina Plapler, partner at MBLM. “How people form bonds with brands transcends gender; it is universal. But it is also important to see the types of brands women tend to connect with and how age and income influence brand choices. This information will help marketers better promote their products and services and form deep brand attachments.”
Additional findings of the report include:
· Women form intimate relationships with brands in technology & telecom and retail more often than men do. In a category where men dominate, like technology, women turn out to form stronger bonds across the category and with Apple and Facebook in particular.
· Age also determines women’s brand preference and bonds. For women age 18 to 34, retail is the dominant brand, while women 35 to 54 years old have connections with a more diverse list of brands.
· Income also plays a role; women making $34K to $49K are most intimate with health & beauty brands, with the top five being Coca-Cola, L’Oréal, Walmart, Revlon and Dove; those with incomes of $50K to $75K have a diverse list, including Apple Starbucks, Olay, Coca-Cola and Netflix; and for women making $75K to $150K, it is Apple, Sephora, Amazon, Target and Clinique.