Disney has replaced Apple for the first time at the top of the rankings of MBLM’s annual “Brand Intimacy” study in the U.S. The study gauges the emotional attachment to brands by consumers. In separate polls in Mexico and the United Arab Emirates, Apple held on to first place.
Disney did well because of its nostalgic associations, and the “strong bonds it builds with both men and women and across a variety of age groups,” MBLM said. Apple meanwhile “lost some luster” because of “well-publicized missteps and consumer gadget fatigue,” the firm explained. Amazon, Chevrolet, Netflix, Harley-Davidson, PlayStation, YouTube, Ford, and Chick-fil-A rounded out the top 10.
The U.S. rankings were created with a poll of 6,200 people between the ages of 18 and 64, with a household income of $35,000 or higher, polled during 2018.
Apple has dealt with a variety of bad publicity over the last year, such as the iPhone battery fiasco, and numerous legal battles and fines by foreign governments.
The top 10 Rankings in MBLM’s “Brand Intimacy” rankings were: