Disney Outperforms Apple as “Closest Connect” Company with Consumers

For some time now, the agency MBLM surveys brands that are most closely connected with their users, ie how consumers of that brand (in the United States at least) feel “emotionally connected” to them. The ranking Brand Intimacy was headed by Apple last year, but in 2019 the Cupertino giant lost its lead to another giant: Mickey Mouse.

THE Disney It won first place this year, according to the agency, because of its "nostalgic associations and the strong bond it has built with men and women of various age groups" which is hardly surprising considering that the conglomerate is becoming omnipotent. Global media companies already have franchises geared to all tastes and ages.

About Apple, MBLM commented that the company "has lost some of its brilliance because of very public misconceptions and a general fatigue in the consumer electronics segment." Despite this, the emotional relationship of Ma users is still so strong that the company, even with the failures, assured the deputy leader of the survey.

O Top 10 MLBM looks like this:

  1. Disney
  2. Apple
  3. Amazon
  4. Chevrolet
  5. Netflix
  6. Harley-davidson
  7. Playstation
  8. YouTube
  9. Ford
  10. Chick-fil-a

The study was conducted with 6,200 people around the US throughout 2018, and limited to consumers between 18 and 64 years and with an annual household income of $ 35,000 or more. It's worth noting that MBLM did similar searches in Mexico and the UAE, and in both cases Apple topped the ranking.

By the way, if you are having a slight sense of dj vu with this article, because last week Apple also lost the lead in an MBLM survey on brand intimacy. At that time, however, the new champion was YouTube and the demographic track analyzed was that of millenials, young people born at the turn of the millennium.

via AppleInsider