Apple loses leadership to YouTube in ranking of more «intimate» brand

Apple loses leadership to YouTube in ranking of more "intimate" brand

You may not know it, but it exists. I’m talking about a specific ranking, created to measure how much users feel “emotionally connected” (that is, they feel intimate) with a respective brand. Called «Brand Intimacy», the study (the biggest one based on emotions) is done by MBLM.

In 2018, the big winner was the Apple (both in the general ranking and among the youngest, so-called millennials); in 2019, she lost her post (at least among the youngest) to the YouTube, which ranked third last year and tenth in 2017.

According to Mario Natarelli, managing partner of MBLM, YouTube “demonstrated an ability to entertain an audience millennial diversified through its extensive content ”. Also according to the executive, the company focused a lot on expanding services, including the launch of YouTube Music in 2018, and on discovering new ways to connect with consumers and, therefore, “is doing a good job in building of a brand that meets the desires and needs of this audience ”.

Here are the other companies that complete the Top 10:

Brand Intimacy Study 2019

If you have doubts why the hell there is such a ranking, they explain: «Brand intimacy is defined as a new paradigm that leverages and strengthens the emotional ties between a person and a brand.» The report Brand Intimacy 2019 it also has other more comprehensive brand rankings based on 6,200 consumers and 56,000 brand evaluations in 15 sectors in the USA, Mexico and the United Arab Emirates.

To interested parties, the full report will be released on February 14.

via 9to5Mac