Apple has ranked first in the Tech & Telecommunications category of the new parts of the MBLM Brand Intimacy Study. The MBLM Brand Intimacy Study is the most extensive study of brands based on emotions and is now in its 12th year. The enhanced research combines MBLM’s proven Brand Intimacy model with the power of AI and big data to analyze over 600 brands, assessing how consumers bond with the brands they use and love.
In the month of April, the MBLM study ranked Apple third in the world on how consumers bond with their favourite brands. According to the MBLM study, Apple is the third brand in the world that emotionally connects to its consumers, staying behind brands like Tesla (second place) and Disney (first place).
In the new part of the study, Sony and Android were ranked second and third in the tech & telecom category, allowing Apple to take the lead. Other brands within the tech & telecom category that made it into the top 10 categories are Microsoft, Nvidia, HTC, HP, Adobe, IBM, and Dell. The technology & telecommunications category is said to be the second most intimate industry in MBLM’s Brand Intimacy 2022 Study. The technology and telecom category of this study has highlighted the increasing importance of numerous tech products in our daily lives.
According to Mario Natarelli, the managing partner for MBLM, this trend is being accelerated by the effect of COVID that has forced the world to rely heavily on technology to communicate, work, inform, entertain, and maintain our wellbeing. Brands on the other hand have increased their services to deliver maximum value to consumers and help them live better. Natarelli says “Brands leveraged this shift and have enhanced their services to become more ingrained in consumers’ lives, a trend we see continuing, even as we have gradually returned to a new normal.”
When talking about Apple taking the first position in the technology and telecommunications category, you can’t help but highlight a few of its products that have improved productivity and remain an integral part of users’ life. These apple products include Apple Music, Apple’s features related to health, safety etc. Interesting, through its tech-powered research methodology, MBLM found out that the top keyword for Apple on Twitter was the emoji. Sony’s top keyword was “Emotional” and Android’s was “Excitement.”
MBLM invented Brand Intimacy, the emotional science behind the brands we use and love. The company has delivered value through expert insights, services, and software offerings with offices in about five countries of the world. MLBM survey concludes with Apple ranking first in technology and telecom, and third in the world. “The results for Apple, as indicated in this year’s study, is a high level of emotional connection that affects consumer decision-making and the way they talk and feel about the brand. Apple’s products, policies, services, and marketing work together to create unique experiences, address customer needs, and build bonds and establish reciprocity with users.” The full report of the MLBM survey can be found here.