Brand Intimacy 2015 Report

2015 REPORT

In partnership with

2 BRAND INTIMACY | 2015 REPORT

BRAND INTIMACY AT A GLANCE . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .4

- How It’s Different . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 5

- How It Works . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .6

- Why It Matters . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .8

KEY FINDINGS . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 10

- U .S . Brand Intimacy Rankings . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 11

- Top 10 Leaders at a Glance . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 12

- Two Leading Brand Comparisons . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 14

- Notable Achievements . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 15

- Demographics . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 16

COUNTRY FINDINGS . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 18

- Global Perspective on Intimacy . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 19

- Country Snapshots . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 20

U.S. INDUSTRY FINDINGS . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .22

ADDITIONAL MATERIALS . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .42

ABOUT US . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .43

TABLE OF CONTENTS

3BRAND INTIMACY | 2015 REPORT

We hear from our clients that marketing is becoming more complicated than ever before . Big data is

overwhelming . Digital integration is complex . Social media is taxing . Strategy is being measured in

months versus years as the pressure grows to demonstrate immediate, tangible returns . Traditional

domains of technology, content, sales, and customer service are now blurring departments,

responsibilities, and budgets . Marketing resources are shrinking, and expectations are rising .

But there is good news . We’ve uncovered a winning formula that presents enormous opportunity for

brands and those who market them . It all begins with intimacy . Gallup research has found that customers

who are fully engaged represent an average 23 percent premium in terms of share of wallet, profitability,

revenue, and relationship growth over the average customer . The same study showed that companies

that engage both their employees and their customers gain a 240 percent boost in performance-related

business outcomes .1 These impressive figures echo our results that show top-ranked intimate brands

outperform major financial indices revenue and profit over the long term . Focusing more on the here and

now, intimate brands demonstrate greater price resilience with consumers . On average, more than a third

of those most intimate with a brand are willing to pay a 20 percent premium .

At its core, Brand Intimacy is about building strong bonds . It factors in reciprocity and emotion as key

drivers in decision making and behavior . This new paradigm better reflects how we access, learn about,

choose, buy, share, and advocate for brands . The upside potential for intimate (or engaged) brands is

immense, and this report demonstrates only a fraction of that upside . Start the process of achieving

greater Brand Intimacy and deliver stronger marketing outcomes and returns for the long term . We hope

you enjoy this report and the range of related materials on Brand Intimacy . We look forward to sharing

more in the future and hearing what you think .

Mario Natarelli, Managing Partner

MBLM, New York CIty

NEW MARKETING REALITIES


BRAND INTIMACY AT A GLANCE


9

INDUSTRIES

400BRANDS

6,000CONSUMERS

52,000BRAND EVALUATIONS

3GEOGRAPHIES

Although most would agree effective brands create powerful connections with users, it’s important to note

how few studies or methodologies actually measure the emotional intensity of brand relationships . Brands

are still largely depicted in purely economic parlance as intangible assets and measured through a rational

lens (Is this brand persuasive? Would you consider it? Would you purchase it?) .

Through advances in neuroscience and psychology, we have a better understanding of the decision-

making process . We now know emotion is the driver of decisions, and our rational minds retrofit the

selection after the fact . Furthermore, behavioral science suggests how we feel about a brand is the best

predictor of behavior .

Brand Intimacy is at the heart of this new thinking . We have been studying this for the last several years .

First, by understanding shifts and updates in the worlds of technology, marketing, and neuroscience, and

then completing in-depth, qualitative online communities research to better explore and understand the

idea of Brand Intimacy, resulting in over 20,000 brand stories across the U .S ., Germany, and Japan . Finally,

we have undertaken quantitative research with 6,000 consumers, featuring 52,000 brand evaluations

in the U .S ., Mexico, and the UAE to validate and better understand the implications and performance of

intimate brands .

Through the years, we continue to see considerable opportunities for marketers to strengthen

relationships between customers and their brands and ultimately improve Brand Intimacy across all

industries . This report demonstrates how Brand Intimacy was specifically created to optimize the way

people live today, fuel the way people think and make decisions, and outperform financial indices in terms

of growth and profit .

HOW IT’S DIFFERENT

THE MOST COMPREHENSIVE RANKINGS OF BRANDS BASED ON EMOTION


Quantitative research has helped determine our Brand Intimacy Model, which comprises five key

components that contribute toward building intimate brand relationships . The model culminates in a

Brand Intimacy Quotient, a score each brand receives indicating its performance .

In our research, user is defined as someone who has utilized the brand within the last 12 months and is

between the ages of 18 and 64 . This was to get a broad array of consumers; obviously, age priorities and

mix change depending on the brand and/or industry . The user is the first part in our model because you

cannot be intimate with a brand you have not engaged with or repeatedly tried . Think of this as similar to

human relationships; you cannot be intimate with someone you are not already involved with .

A strong emotional connection is a key requirement and the foundation of intimacy . We believe the greater

the emotional connection between a brand and consumer, the more powerful the relationship . A strong

emotional connection is determined by the degree of overall positive feelings a customer has toward a

brand and the extent to which a person associates the brand with key attributes .

I . USER

II . STRONG EMOTIONAL CONNECTION

I. USER II. STRONG EMOTIONAL CONNECTION

III. ARCHETYPES IV. STAGES V. BRAND INTIMACY QUOTIENT

75

HOW IT WORKS

BRAND INTIMACY MODEL


Stages reveal and measure the depth and degree of intensity of an intimate brand relationship .

SHARING

Sharing is when the person and the brand engage and interact . Knowledge is being shared and the person is INFORMED about what the brand is all about and vice versa . At this stage, attraction occurs through reciprocity and ASSURANCE .

BONDING

Bonding is when an attachment is created and the relationship between a person and a brand becomes more significant and COMMITTED . This is a stage of acceptance and TRUST is established .

FUSING

Fusing is when a person and a brand are inexorably linked and CO-IDENTIFIED . In this stage, the identities of the person and the brand begin to merge and become a form of mutual REALIZATION and expression .

The score assigned to each brand from 1—100 . This Quotient is based on prevalence (the percentage of

users who are intimate) and intensity (where the relationship is on the spectrum of three stages; sharing,

bonding, and fusing) . It is a shorthand score that demonstrates how a brand is performing relative to its

ability to create intimate brand relationships, and it enables comparisons to other brands in the same

category or to the industry average .

The following six patterns or markers are consistently present, in part or in whole, among intimate brands

that identify the character and nature of ultimate brand relationships .

1. FULFILLMENT Exceeds expectations, delivering superior service, quality, and efficacy .

2. IDENTITY Reflects an aspirational image or admired values and beliefs that resonate deeply .

3. ENHANCEMENT Becoming better through use of the brand—smarter, more capable, and more connected .

4. RITUAL Ingraining a brand into daily actions—more than habitual behavior . The brand becomes vitally important part of daily existence .

5. NOSTALGIA Focuses on memories of the past and the warm, poignant feelings associated with them . These are often brands a customer has grown up with .

6. INDULGENCE Creates a close relationship centered around moments of pampering and gratification that can be either occasional or frequent .

1

4

2

3

6

5

III . ARCHETYPE: CHARACTER OF BONDS

IV . STAGES: STRENGTH OF BONDS

V . BRAND INTIMACY QUOTIENT

75


WHY IT MATTERS

INTIMATE BRANDS OUTPERFORM ESTABLISHED INDICES

LONGEVITY We compiled the top 10 companies from the Brand Intimacy Rankings, Standard & Poor’s 500, and

Fortune 500 lists . For each brand, our teams gathered the reported revenue and profit/(loss) for the years

2005 through 2014 from their annual reports and/or Form 10-Ks . From the data, we then calculated the

average year-over-year growth rates for both revenue and profit for the 10-year period .

Intimate brands excel over time .

GROWTH FROM 2005–2014

REVENUE GROWTH % PROFIT GROWTH %

0% 5% 10% 15% 20%

Intimate brands are based on emotion, designed for today’s complexity and built to foster decision-making .

In addition, intimate brands make business sense . The Top 10 Most Intimate Brands have outperform

established financial indices for both revenue and profit growth over the last 10 years . In addition, these

brands command a price premium, enjoying more financial resilience than brands in the same industries

that are not intimate .


AVERAGE ANNUAL LIFT OF TOP INTIMATE BRANDS

GROWTH

PRICE RESILIENCE The following demonstrates the relationship between intimacy and price resiliency . In general, as

consumers move up from non-intimate to the highest stage of intimacy (fusing), so does their willingness

to pay a premium for a brand . The figures below show the average percentage of consumers willing to pay

20 percent more for all brands in our study, and by comparison, the figures on the right show the comparable

data for Xbox users, whose most intimate users show an even greater-than-average willingness to pay a

premium for their brand .

Intimate brands command price premiums .

PERCENTAGE OF INTIMATE CONSUMERS/XBOX USERS WILLING TO PAY 20% MORE

FUSING

NOT INTIMATE

33%

6%

44%

4%

$9.6BAverage

Additional Annual Profit

$33BAverage

Additional Annual

Revenue

$1.1BAverage

Additional Annual Profit

$40.4BAverage

Additional Annual

Revenue

Intimate brands have stronger revenue and profit growth .

In order to determine the total dollar value of growth, we compounded the total revenue and profit for

the Top 10 Most Intimate Brands by applying each of our calculated average year-over-year growth rates

from the respective indices . We then compared the calculated total dollar value of growth for Standard

& Poor’s 500 and Fortune 500 to the total dollar value of growth for the Top 10 Most Intimate Brands

and took the average .


KEY FINDINGS


U.S. BRAND INTIMACY RANKINGS

Our ranking of the Top 10 Most Intimate Brands highlights the strongest performing intimate brands . It is

based on quantitative research among consumers where our goal was to measure, validate, and better

understand how emotions impact brand relationships and further delineate which brands are most

successful at creating these bonds .

Among our Top 10, Apple takes first place, as it does in most surveys . Samsung, in 10th place, is the

only other technology brand to make this list . Four of the brands below are in the automotive industry,

suggesting this category has a high potential for creating intimacy between its brands and consumers .

Two very different retail brands make our list: Amazon, an online marketplace that promises a breadth of

offerings, and Whole Foods, a more upscale brick-and-mortar supermarket catering to those seeking fresh

foods . Disney, the entertainment conglomerate known for a focus on audiences, and iconic Coca-Cola are

both featured in the Top 10 .

U.S. TOP 10 MOST INTIMATE BRANDS 2015

RANK BRANDS QUOTIENT

#1 73

#2 71

#3 66

#4 64

#5 62

#6 61

#7 60*

#8 60*

#9 59*

#10 59*

*Scores that appear tied are the result of rounding four decimal point Quotient scores to their nearest whole number .


• Innovating material production of cars (use of carbon fiber)9

• i3: emission-free car model (deliveries began in 2014 in U .S ., Europe)10

• R&D ratio of 6 .3 (percentage of total revenue) in 201311

• BMW EfficientDynamics: ongoing initiative that hopes to reduce fuel consumption and emissions, accompanied by an increase in performance and driving pleasure12

• Record sales in China in 2014: more than 455,000 vehicles (22 percent of BMW’s global business)13

• Purchased Beats for 3 .2 billion2

• Paradigm-shifting move into wearables with Apple Watch3

• One million Apple Watches ordered the day they went on sale .4

• Recruiting luxury brand executives into Apple management5

• $200 billion in revenue in 2014 (14 percent year-by-year increase)6

• Partnerships with CarPlay and HomeKit spread Apple’s reach into the home and the automobile, making the user’s life more integrated with Apple technology7

• Spent nearly $2 billion on research and development in the first fiscal quarter of 2015, an increase of more than 40 percent over the 2014 figure8

• Fined $1 .2 billion by U .S . Department of Justice, yet dealt with crisis and brand is still strong14

• Toyota USA sales up 6 .2 percent in 201415

• Spent $9 .1 billion in 2013 on R&D, 3 .5 percent of revenue16

• “Experience the Future of Mobility” exhibit at the Aspen Ideas Festival showcased its “Car of the Future,” the brand’s first zero-emission hydrogen fuel cell vehicle .17

• Sales growth of 6 percent in 201518

• Brand is valued at $56 billion, a 24 percent increase from 201419

• Although “Amazon Prime Day” was not the Internet’s Black Friday, as it purported, it drove sales up 93 percent for the day20

• Invested $9 .1 billion in research and development in 201421

• May get a lift if it gains approval from the FAA to implement Amazon Prime Air, a drone-based delivery system currently in development22

• Leads the e-reader market with the Kindle23

• Currently the #1 seller of motorcycles to women, African Americans, Hispanics, young adults, and baby boomers in the U .S .24

• Introduced eight new bikes with voice recognition, phone, and music features built in25

• Nearly 80,000 units sold in first quarter of 201526

• Project LiveWire, a proof-of-concept electric motorcycle currently in testing stages27

• Tough year in 2014: recalls on more than 66,000 near-new motorcycles28

TOP 10 LEADERS AT A GLANCE


• Coca-Cola plans to use its PlantBottle technology in all its bottles by 2020 . It has also partnered with brands such as Nike, P&G, and Heinz to accelerate the development of products made from plants, and it is now breaking new ground with Ford by applying PlantBottle technology to automotive interiors34, 35, 36

• Launched Coca-Cola Life (a version of the drink sweetened with stevia and cane sugar) in 2013 to satisfy health-conscious customers37

• Recently acquired ZICO Coconut Water, 10 percent of Keurig Green Mountain Inc ., and 17 percent of Monster Beverage Corp38, 39, 40

• “Share a Coke” campaign hugely successful, especially with millennials . It creates personalized experiences amplified by social media to facilitate deep connection to consumers and increased total sales by 2 .5 percent41

• Disney announced an exclusive deal to create Marvel programming for Netflix by 2015 and acquired YouTube network Maker Studios, the top online video network for millennials29, 30

• Box office success of Frozen (highest-grossing animated film of all time) reaffirmed Disney as a blockbuster-producing giant31

• Refocusing on company’s philosophy of “creating and distributing attractive content for children and syndicating this content through its various entertainment channels”(horizontal integration of product)32

• In fiscal year 2014, consumer products generated revenue and operating income of nearly $4 billion and $1 .4 billion, respectively33

• Ranked one of “100 Best Companies to Work For” by Fortune for 18 consecutive years42

• Average hourly wage for full-time workers was $19 .16 in fiscal year 201443

• First nationwide ad campaign aired fall 201444

• Twelve-month net profit margin is 4 .02 percent, more than double the industry average of 1 .76 percent45

• Will soon roll out cheaper 365 by Whole Foods Market stores in “hipster havens”46

• The brand’s most popular model, the Sierra, is the first full-size pickup truck to receive the highest possible overall vehicle score from the National Highway Traffic Safety Administration since it changed its New Car Assessment Program in 201147

• First-quarter sales up 15 percent from one year ago48

• GM hopes to boost GMC market share from 3 percent to 5 percent over the next 10 years49

• Fifteen straight months of year-by-year sales gains50

• In 2013, Samsung tripled its marketing spend to USD $14 billion, more than triple Microsoft and Apple’s combined marketing spend last year51

• Samsung continues to lead global smartphone market by volume and, in 2013, doubled its presence in tablets52, 53

• Samsung plans to launch a new suite of business offerings, dubbed Samsung 360 Services, to become a customizable help desk of sorts for businesses’ IT departments54

• The company spent $13 .94 billion on R&D in 201455


HEAD TO HEAD

BRANDS

OVERALL RANK #1 #6

INDUSTRY RANK #1 #1

QUOTIENT

73 61

PAY 20% MORE 29% 29.8%

ARCHETYPES

55

48

65

65

19

48

1. FULFILLMENT

2. IDENTITY

3. ENHANCEMENT

4. RITUAL

5. NOSTALGIA

6. INDULGENCE

44

35

17

36

71

50

STAGES

15%

14%

14%

1. FUSING

2. BONDING

3. SHARING

12%

6%

24%

TWO LEADING BRAND COMPARISONS

Apple and Disney are both highly ranked intimate brands that demonstrate distinct profiles, including

pivoting off varied archetypes and being in different areas of focus regarding intensity of intimacy with

their customers .

To compare and contrast the performance of these brands and others, visit our Brand Ranking Tool .

This chart shows two strong intimate brands with very different profiles .

1

4

2

3

6

5

1

4

2

3

6

5

http://mblm.com/ranking-tool


Although some brands are strong across many archetypes and stages, we do find more unique examples .

A brand may “own” a specific archetype in the hearts and minds of consumers, or it may be notable for its

degree of sharing, bonding, or fusing customers .

The following showcases some interesting and unique examples of Brand Intimacy .

NOTABLE ACHIEVEMENTS

Apple, our top-ranked brand, is also the highest-rated brand on the

ritual archetype, meaning it is a vitally important part of daily life .

LEGO ranks highest, according to our nostalgia archetype, which

focuses on memories of the past and the warm, poignant feelings

associated with them .

Ben & Jerry’s is seen as the most indulgent brand, centered around

moments of pampering and gratification .

Toyota ranks higher than any other brand related to fulfillment, which

links to exceeding expectations, service, quality, and efficacy .

Google ranks highest on enhancement, enabling improvement through

use of the brand—smarter, more capable, and more connected .

Mercedes-Benz is the top brand related to the identity archetype,

meaning it reflects an aspirational image or admired values .

Harley-Davidson has the largest percentage of fusing customers;

Toyota, the largest percentage of bonding users; and bareMinerals,

the largest percentage of sharing respondents .


You can see a range of similarities and differences when looking at top intimate brands by age . Only

18–34-year-olds rank PlayStation and Nintendo in their top four brands . Only those ages 45–54 have

Google and Levis on their list .

Additionally, those under 35 tend to have more emotional relationships with technology, retail,

and entertainment brands, whereas those 35+ have stronger connections with consumer packaged

goods brands .

AGE SNAPSHOTS

RANK 18–34 35–44 45–54

#1

#2

#3

#4

DEMOGRAPHICS


As income increases, so does the likelihood to have emotional relationships in travel & leisure, technology

& telecommunications, apparel, automotive, and financial services .

We found some overlap and distinction between those earning $35,000–$49,000 per year with those

earning $75,000–$100,000, with Amazon and Coca-Cola ranking in both income groups .

Gender also provides interesting insights . Although men and women are nearly identical in their overall

level of intimacy with brands, the brands they identify with are different . Men have more emotional

relationships with automotive brands and women more with consumer packaged goods brands .

Nintendo comes up as the top brand for men 18–34 years old . Apple is the most intimate brand for

women the same age . For men, ages 35–44, Google ranks highest, whereas women the same age prefer

Dove . For men, ages 45–64, Apple is the number one intimate brand, whereas women prefer Coca-Cola .

Interestingly, young women and older men both list Apple as their top brand .

GENDER SNAPSHOTS

GENDER 18–34 35–44 45–64

MALE

FEMALE

INCOME SNAPSHOTS

RANK $35–$49K $75–$100K

#1

#2

#3

#4

#5


COUNTRY FINDINGS


CONSUMERS WHO ARE INTIMATE WITH BRANDS

U.S.

MEXICO

UAE

0% 10% 20% 30% 40%

Our quantitative research was conducted in the U .S ., Mexico, and the UAE . The U .S . was selected as

arguably the largest consumer market . Mexico was chosen to represent an anchor and established

presence in the Latin American market, and the UAE was added to feature a new up-and-coming player

in a growing region .

Intimacy is lower in the U .S . Perhaps this is because of market saturation or cynical consumers, or perhaps

there are other reasons we have yet to determine . Intimacy is still effective, it just might be harder to

cultivate in the U .S . compared to Mexico or the UAE .

We also discovered, besides Apple being #1 in all three countries, that automotive brands reigned supreme

and are the most intimate industry across all markets . Travel & leisure fared poorly, being the lowest—or

among the lowest—intimate industry in the U .S ., Mexico, and the UAE .

GLOBAL PERSPECTIVE ON INTIMACY

TOP INDUSTRIES BY COUNTRY

RANK U.S. MEXICO UAE

#1 AUTOMOTIVE AUTOMOTIVE AUTOMOTIVE

#2 RETAIL HEALTH & BEAUTY RETAIL

#3 HEALTH & BEAUTY APPAREL TECH & TELECOM


MEXICO TOP 10 MOST INTIMATE BRANDS 2015


#1 77

#2 68

#3 64

#4 62*

#5 62*

#6 60

#7 58*

#8 58*

#9 58*

#10 57


COUNTRY SNAPSHOTS

The Mexico Top 10 shows a diverse mix of brands, with 33 percent being from the technology &

telecommunications industry . Health & beauty and automotive each make up 20 percent of the top

brands . American Express is the highest-ranking financial services brand in any of our Top 10 rankings,

coming in at second place . It is also notable that Mexico’s Top 10 features no local brands, showing it is a

popular market for global brands .

Additionally, consumers under 35 years old exhibit a higher level of Brand Intimacy . Indulgence is the

most popular archetype across all brands, compared to the U .S . and UAE, which both have fulfillment as

their top archetype .

Those under 35 years old exhibit a higher level of Brand Intimacy in Mexico .

MEXICO


UAE TOP 10 MOST INTIMATE BRANDS 2015


#1 75

#2 70

#3 68

#4 61

#5 58

#6 55

#7 54*

#8 54*

#9 52

#10 51


The UAE Top 10 is also varied and features one local brand (Abu Dhabi Commercial Bank) . Technology &

telecommunications brands comprise 40 percent of the ranked brands, the highest percentage relative to

Mexico or the U .S . Automotive and retail brands each make up 20 percent of the rankings .

The UAE has the highest percentage of respondents intimate with brands (40 percent), although a large

percentage are those in sharing, the earliest stage of intimacy . Respondents who are 35+ are more likely to

be in the highest stage of intimacy . Women surveyed are also more likely to be in the highest level of Brand

Intimacy (fusing) . Fulfillment is the most dominant archetype, as it is in the U .S .

Consumers 35 years old and older are likely to be in the highest stage of Brand Intimacy .

UAE


We studied nine industries in terms of how brands in these categories ranked for Brand Intimacy, noting, where appropriate, particular insights related to gender, age, and income .

U .S . INDUSTRY FINDINGS


Automotive is the strongest performing industry, with an average Brand Intimacy Quotient of 50 . The

average across all of our nine categories is 33 . Given the close relationship people have with their cars and

motorcycles, as well as the aspirational nature of this industry, this can be expected .

Retail came in second and health & beauty in third, highlighting the ability of consumers to form intimate

relationships with brands in these industries . Apparel and consumer packaged goods scores are on the low

side for categories that tend to promote image (in the case of fashion) and comfort (food and beverage) .

More surprising, travel & leisure is the poorest performing category, garnering an industry average

Quotient of 21 percent . Perhaps the increasing complexity of travel and commoditized promotions has

limited its appeal for U .S . consumers .

INDUSTRIES

AVERAGE BRAND INTIMACY QUOTIENT SCORES BY INDUSTRY

INDUSTRY AVERAGE IS 33

0 5010 20 30 40 60

AUTOMOTIVE

RETAIL

HEALTH & BEAUTY

TECH & TELECOM

ENTERTAINMENT

FINANCIAL SERVICES

CONSUMER PACKAGED GOODS

APPAREL

TRAVEL & LEISURE

50

40

36

34

33

28*

28*

26

21



TOP 10 AUTOMOTIVE BRANDS 2015


#1 71

#2 66

#3 62

#4 59

#5 57

#6 53

#7 50

#8 48

#9 47*

#10 47*


Automotive brands make up 40 percent of the Top 10 Most Intimate Brands, so clearly this is a category with

great capacity for intimate relationships . In this industry, fulfillment and identity are the strongest archetypes,

highlighting the importance of performance and image . Harley-Davidson is notable for its extremely high rates

of fusing (16 percent), the highest of all 200 brands surveyed in our research . Toyota has a strong percentage of

bonding consumers (21 percent), another advanced stage . Also notable is that Uber ranks 14th in this category,

and among those ages 18–34, it ranks in the top five .

73.9 MILLION PROJECTED GLOBAL SALES OF PASSENGER CARS IN 201556

7.7 MILLION CARS SOLD IN THE U .S . IN 201457

4.25 MILLION CARS PRODUCED IN THE U .S . IN 201458

GLOBAL MARKET FOR AUTONOMOUS DRIVING COMPONENTS59

2014 $400 MILLION

2030 $40 BILLION

GLOBAL CAR SHARING MEMBER GROWTH60

2013 2.3 MILLION

2020 12 MILLION

AUTOMOTIVE


HEAD TO HEAD

BRANDS

OVERALL RANK #13 #23

INDUSTRY RANK #6 #9

QUOTIENT

53 47

PAY 20% MORE 18.4% 10.7%

ARCHETYPES

55

39

38

48

51

36

1. FULFILLMENT

2. IDENTITY

3. ENHANCEMENT

4. RITUAL

5. NOSTALGIA

6. INDULGENCE

46

31

28

33

32

34

STAGES

11%

4%

21%

1. FUSING

2. BONDING

3. SHARING

9%

7%

16%

Comparing Chevrolet to Chrysler, we see Chevrolet having stronger associations across all archetypes .

Nostalgia is notably a big advantage for Chevrolet, although fulfillment is the strongest archetype for both

brands, with Chevrolet having a 9-point advantage .

We see 32 percent of Chrysler users surveyed are in some form of Brand Intimacy, compared with 36

percent of Chevrolet users . Chrysler has fewer fusing respondents (the most advanced stage of intimacy);

however, they do have more bonding and fewer sharing consumers than Chevrolet does . Importantly, 18 .4

percent of Chevrolet respondents surveyed say they are willing to pay 20 percent more for its products,

whereas 10 .7 percent of Chrysler’s said the same .

Chevrolet’s profile is that of a more mature intimate brand, with more of its users intimate with the brand,

having stronger associations with archetypes, higher levels of fusing, and a greater willingness to pay more

for the brand .

Chevrolet has stronger associations than Chrysler does across all six archetypes, characteristics that help build intimate relationships .

1

4

2

3

6

5

1

4

2

3

6

5


TOP 10 RETAIL BRANDS 2015


#1 64

#2 60

#3 51

#4 49

#5 48

#6 47*

#7 47*

#8 45

#9 40

#10 39


RETAIL

With an average Brand Intimacy Quotient of 40, retail is seven points above the average across all

categories . Fulfillment is the archetype most associated with this industry . Amazon, Whole Food, and

Starbucks all hover around 10–11 percent fusing . Amazon and Pizza Hut also have the highest percentage

of bonding consumers (12 percent) in the category . Also notable is that The Home Depot and McDonald’s

ranked 17th and 18th respectively .

$22 TRILLION+ GLOBAL RETAIL SALES IN 201461

4.5% AVERAGE ANNUAL INCREASE OF U .S . RETAIL SALES BETWEEN 1993–201562

$2.6 TRILLION RETAIL’S CONTRIBUTION TO THE U .S . GDP63

42 MILLION JOBS THE NUMBER OF JOBS THAT RETAIL DIRECTLY AND INDIRECTLY SUPPORTS IN THE U .S .64


HEAD TO HEAD

BRANDS


INDUSTRY RANK #4 #14

QUOTIENT

49 34

PAY 20% MORE 9.9% 6.3%

ARCHETYPES

40

28

42

43

25

25

1. FULFILLMENT

2. IDENTITY

3. ENHANCEMENT

4. RITUAL

5. NOSTALGIA

6. INDULGENCE

27

21

40

38

20

13

STAGES

8%

9%

18%

1. FUSING

2. BONDING

3. SHARING

5%

5%

18%

Comparing Target to Walmart, the higher-ranked Target, with its Quotient of 49, has stronger associations

across all archetypes . Perhaps most notable is the difference between the two brands related to

fulfillment, with Target at 40 and Walmart at 27 . The stages comparison shows Target has higher levels of

bonding and fusing, the highest stages of intimacy . Importantly, 35 percent of Target users are in some

form of intimacy, whereas 28 percent of Walmart’s are . Almost 10 percent of Target respondents say they

are willing to pay 20 percent more for its products, whereas 6 .3 percent of Walmart’s note the same . This

may not be surprising because a core promise of the Walmart brand is affordable prices .

Although clearly both brands have room to improve, Target presents as a more significant intimate brand,

from its Quotient score to its percentage of users willing to pay more for the brand . Target’s higher level

of key characteristics associated with Brand Intimacy and its composition of intimate users all suggest a

brand with more emotional strength .

Target outperforms Walmart by 13 points in the fulfillment archetype, which centers on performance .

1

4

2

3

6

5

1

4

2

3

6

5


TOP 10 HEALTH & BEAUTY BRANDS 2015


#1 46

#2 45*

#3 45*

#4 43

#5 42

#6 40

#7 38

#8 33

#9 32

#10 31


HEALTH & BEAUTY

Health & beauty has an average Brand Intimacy Quotient of 36, close to the average across all categories .

Indulgence is the archetype most associated with this industry . Clinique and Estée Lauder have the highest

percentage of fusing at 8 percent . bareMinerals ranks #1 among women ages 18–34, whereas Dove is

#1 for women 45–64 years old . Clinique ranks highest among those with an income above $100,000,

whereas Olay holds the highest position among those with an income of $35,000–$100,000 .

$454 BILLION GLOBAL RETAIL SALES OF HEALTH & BEAUTY IN 201365

$87.21 BILLION HEALTH & BEAUTY RETAIL SALES IN U .S . IN 201366

4.5% AVERAGE ANNUAL GROWTH RATE OF THE GLOBAL BEAUTY MARKET OVER THE LAST 20 YEARS67

$42.4 BILLION VALUE OF THE COSMECEUTICALS MARKET IN EUROPE, U .S . AND JAPAN BY 201868


HEAD TO HEAD

BRANDS



QUOTIENT

45 31

PAY 20% MORE 22.4% 16.3%

ARCHETYPES

33

40

28

38

7

44

1. FULFILLMENT

2. IDENTITY

3. ENHANCEMENT

4. RITUAL

5. NOSTALGIA

6. INDULGENCE

39

46

23

31

14

59

STAGES

5%

8%

27%

1. FUSING

2. BONDING

3. SHARING

3%

8%

14%

bareMinerals ranks at 31 overall and has a Quotient of 45, which is significantly stronger than Bobbi

Brown’s performance . Related to archetypes, Bobbi Brown is close to bareMinerals in general . We see

more of an issue related to the stages . bareMinerals has a larger customer base of intimate customers,

more of whom are fusing than those of Bobbi Brown . While 22 .4 percent of bareMinerals’ respondents

said they were willing to pay 20 percent more for their products, only 16 .3 percent of Bobbi Brown’s said

the same .

Although clearly both brands have room to improve, bareMinerals has created more intimacy among more

people, who in turn are one with the brand and are willing to pay more to keep using it .

Forty percent of bareMinerals users surveyed are in some form of intimacy with the brand, compared to 25 percent for Bobbi Brown .

1

4

2

3

6

5

1

4

2

3

6

5


TOP 10 TECHNOLOGY & TELECOMMUNICATIONS BRANDS 2015


#1 73

#2 59

#3 50

#4 48

#5 42

#6 41

#7 38

#8 34*

#9 34*

#10 33


TECHNOLOGY & TELECOMMUNICATIONS

Technology & telecommunications has an average Brand Intimacy Quotient of 34, slightly above average

across all categories . Enhancement is the archetype most associated with this industry . Apple, our overall

top-ranked brand, has the highest Quotient, 73, with an impressive mix of fusing, bonding, and sharing

audiences . Samsung and Google round out the top three and have significantly higher rates of sharing

than Apple does . Among telecom brands, Verizon and AT&T both rank in the Top 10 . Social media brands

Facebook, Instagram, and Twitter rank 13th, 15th, and 17th, respectively . HP does very well with men,

whereas LG connects more strongly with women .

19% GROWTH FOR THE INTERNET OF THINGS IN 201569

592% PROJECTED INCREASE IN THE GLOBAL CLOUD COMPUTING MARKET BY 202070

CAGR OF 41% THE ANNUAL RISE OF THE GLOBAL WEARABLE TECHNOLOGY MARKET BETWEEN 2012 AND 201871


HEAD TO HEAD

BRANDS

OVERALL RANK #1 #10

INDUSTRY RANK #1 #2

QUOTIENT

73 59

PAY 20% MORE 29.0% 21.0%

ARCHETYPES

55

48

65

65

19

48

1. FULFILLMENT

2. IDENTITY

3. ENHANCEMENT

4. RITUAL

5. NOSTALGIA

6. INDULGENCE

50

33

52

52

16

32

STAGES

15%

14%

14%

1. FUSING

2. BONDING

3. SHARING

10%

10%

21%

Apple and Samsung are both in our Top 10 Most Intimate Brands, with Apple in first place and Samsung in

10th . Apple outperforms Samsung across all archetypes, notably in indulgence, identity and ritual . Both

have a similar percentage of users with intimate relationships; Apple has 43 percent and Samsung has 41

percent . However, Apple has higher rates of fusing and bonding, the more advanced stages of intimacy,

and thus more intensity among its customers .

Among our strongest examples of intimacy, both brands have a significant percentage of consumers

willing to pay 20 percent more for its products . Apple has the greater advantage, with 29 percent of

consumers stating they would continue to choose Apple if it were 20 percent more expensive, whereas 21

percent feel the same about Samsung .

Apple outperforms Samsung across all six archetypes, notably in indulgence, identity, and ritual .

1

4

2

3

6

5

1

4

2

3

6

5


TOP 10 ENTERTAINMENT BRANDS 2015


#1 61

#2 56

#3 52

#4 48

#5 47

#6 44

#7 43

#8 38

#9 36*

#10 36*


ENTERTAINMENT

Entertainment has an average Brand Intimacy Quotient of 33, matching the average across all of our

nine industries . Indulgence is the archetype most associated with entertainment . Disney, the top-ranked

brand in the category, has the highest percentage of fusing customers at 12 percent . It performs stronger

with women versus men . HBO ranks 13th and ESPN 15th . Men rank Nintendo as their most intimate

entertainment brand, whereas women picked Disney .

$2 TRILLION PROJECTED VALUE OF THE GLOBAL ENTERTAINMENT AND MEDIA MARKET IN 201672

5.1% THE U .S . ENTERTAINMENT AND MEDIA MARKET’S GROWTH RATE73

$594 BILLION THE VALUE OF THE U .S . ENTERTAINMENT AND MEDIA MARKET74


HEAD TO HEAD

BRANDS



QUOTIENT

28 20

PAY 20% MORE 20.4% 6.5%

ARCHETYPES

35

23

21

43

27

41

1. FULFILLMENT

2. IDENTITY

3. ENHANCEMENT

4. RITUAL

5. NOSTALGIA

6. INDULGENCE

18

15

18

21

16

30

STAGES

4%

5%

15%

1. FUSING

2. BONDING

3. SHARING

2%

3%

12%

HBO is a stronger intimate brand in relation to archetypes . This is particularly notable in terms of ritual,

which is when a brand becomes a vitally important part of someone’s daily life . HBO’s score is double that

of Showtime . This is also true with fulfillment, which focuses on performance . Stages are more similar

between the brands, although HBO leads across all three stages . Additionally, 24 percent of HBO’s users in

the survey are intimate with the brand, whereas 17 percent of Showtime customers are . In relation to price

elasticity, there is a significant difference between the brands, showing HBO’s dominance . We see 20 .4

percent of HBO’s respondents saying they were willing to pay 20 percent more, whereas 6 .5 percent of

Showtime’s users said the same .

HBO has stronger associations with key archetypes, creating intimacy among more people, and more

customers who see enough value in the brand that they are willing to pay more .

HBO is twice as strong as Showtime in relation to the ritual archetype, being a vitally important part of someone’s daily existence .

1

4

2

3

6

5

1

4

2

3

6

5


TOP 10 FINANCIAL SERVICES BRANDS 2015


#1 38*

#2 38*

#3 29

#4 28*

#5 28*

#6 27*

#7 27*

#8 27*

#9 26

#10 24


FINANCIAL SERVICES

The financial services category has an average Brand Intimacy Quotient of 28, which is below average

across all of our nine industries . Enhancement is the archetype it’s most associated with . There are lower

percentages of customers fusing in financial services than in health & beauty, entertainment, technology

& telecommunications, or automotive . Four of the Top 10 brands are retail banks, with PayPal ranking #1

in the category, being the strongest brand across all age groups . Visa and MasterCard have very similar

profiles and place 11th and 12th, respectively . Fidelity is the strongest brand in the category for those with

an income of $100,000–$150,000, and it is the #1 brand for men .

415.77 MILLION NUMBER OF CREDIT CARD ACCOUNTS IN THE U .S . IN THE FIRST QUARTER OF 201575

$1.2 TRILLION SALES OF GLOBAL B2C E-COMMERCE IN 201376

50% SHARE OF MOBILE COMMERCE REVENUE RELATIVE TO DIGITAL COMMERCE IN THE U .S . BY 201777


Chase and Citi are relatively close competitors . Their Quotient scores are within two points of each other .

Chase has 23 percent of its survey respondents in some form of intimacy with the brand, whereas Citi

has 20 percent . Their archetypes are also similar . In reviewing stages, Chase has more bonding and

sharing among its users . It is notable that more people are intimate with Chase than Citi, and even small

differences in scores can make an impact . We can see that 10 .6 percent of Chase’s respondents say they

are willing to pay 20 percent more for their products, whereas only 6 .7 percent of Citi’s say the same .

Chase and Citi are relatively close competitors, with Chase having a slight edge, notably in relation to intensity of relationships customers have with the brand .

HEAD TO HEAD

BRANDS


INDUSTRY RANK #3 #6

QUOTIENT

29 27

PAY 20% MORE 10.6% 6.7%

ARCHETYPES

43

30

44

46

10

14

1. FULFILLMENT

2. IDENTITY

3. ENHANCEMENT

4. RITUAL

5. NOSTALGIA

6. INDULGENCE

42

33

46

43

19

18

STAGES

3%

7%

13%

1. FUSING

2. BONDING

3. SHARING

4%

5%

11%

1

4

2

3

6

5

1

4

2

3

6

5


TOP 10 CONSUMER PACKAGED GOODS BRANDS 2015


#1 60

#2 38

#3 36

#4 32*

#5 32*

#6 31

#7 28*

#8 28*

#9 28*

#10 27


CONSUMER PACKAGED GOODS

The consumer packaged goods category has an average Brand Intimacy Quotient of 28, which is below

average across all of our nine industries . Nostalgia is the archetype most associated with this category .

Nine out of the Top 10 brands are food and beverage related . Coca-Cola places #1 in this category, with

a Quotient of 60 . Coca-Cola’s percentages of intimate customer relationships are 9 percent fusing, 14

percent for bonding, and 22 percent for sharing . It ranks as the highest consumer packaged goods brand

among both men and women . Budweiser and Jack Daniel’s rank 14th and 16th, respectively . Many long-

standing brands rank here, with only Red Bull as a relatively newer product, ranking 12th overall and 4th

among 18–34-year-olds .

2X GLOBALLY, THE CPG MARKET WILL NEARLY DOUBLE IN SIZE BY 2025 TO $14 TRILLION78

79% PERCENTAGE OF U .S . CONSUMERS WHO STILL BELIEVE THE ECONOMY IS IN A RECESSION79

MIDDLE ALTHOUGH GROWTH IS APPARENT AT THE HIGH END OF THE MARKET AND AT THE LOWER END, THE TRADITIONAL MIDDLE OF THE MARKET IS DISAPPEARING80


Comparing Hershey’s to Nestlé, we see the higher-ranked Hershey’s has stronger associations across

all archetypes . Notable is the ritual archetype, being a vital part of someone’s daily existence, which is

nine points higher for Hershey’s . In comparing the stages, Hershey’s has higher levels across all three

stages with more than double the fusing relationship of Nestlé . Importantly, 31 percent of Hershey’s users

are in some form of intimacy, compared to 19 percent for Nestlé . Hershey’s has almost twice as many

respondents willing to pay 20 percent more for its products at 24 .1 percent versus Nestlé’s 12 .4 percent .

Clearly, both brands have the potential to establish more intimate brand relationships . However, Hershey’s

presents itself as a more significant intimate brand, from its ranking and Quotient score to its relative

strength in archetypes, stages, and percentage of users willing to pay more for the brand .

Thirty-one percent of Hershey’s users surveyed are in some form of intimacy with the brand, compared to 19 percent for Nestlé .

HEAD TO HEAD

BRANDS



QUOTIENT

38 21

PAY 20% MORE 24.1% 12.4%

ARCHETYPES

27

20

22

29

64

63

1. FULFILLMENT

2. IDENTITY

3. ENHANCEMENT

4. RITUAL

5. NOSTALGIA

6. INDULGENCE

24

15

19

20

55

45

STAGES

5%

7%

19%

1. FUSING

2. BONDING

3. SHARING

2%

4%

13%

1

4

2

3

6

5

1

4

2

3

6

5


TOP 10 APPAREL BRANDS 2015


#1 42

#2 37

#3 35

#4 33

#5 29

#6 28*

#7 28*

#8 27

#9 26

#10 24


APPAREL

Apparel has an average Brand Intimacy Quotient of 26, approximately seven points below the collective

average of all of our nine industries . Indulgence is the archetype most associated with the category . Nike is

the highest-ranked brand in the category, with a 42 Quotient score . Nike has 6 percent in fusing, tied with

Under Armour . J .Crew and the Gap rank 15th and 16th, with very similar profiles . The North Face ranks

#1 among women, whereas Levis is the top brand for men . Nike and Under Armour are also the two most

intimate apparel brands among 18–34-year-olds .

DOUBLE-DIGIT INCREASE THE GLOBAL APPAREL MARKET’S EXPECTED GROWTH BETWEEN NOW AND 202081

28% PERCENTAGE OF THE U .S . APPAREL MARKET RELATIVE TO THE GLOBAL TOTAL82

$331 BILLION MARKET VALUE OF U .S . APPAREL MARKET83


HEAD TO HEAD

BRANDS


INDUSTRY RANK #1 #3

QUOTIENT

42 35

PAY 20% MORE 23.2% 14.6%

ARCHETYPES

44

39

34

43

42

40

1. FULFILLMENT

2. IDENTITY

3. ENHANCEMENT

4. RITUAL

5. NOSTALGIA

6. INDULGENCE

43

40

28

33

9

39

STAGES

6%

8%

16%

1. FUSING

2. BONDING

3. SHARING

6%

5%

14%

Nike has greater Brand Intimacy than its competitor does . With archetypes, both brands score highest

on fulfillment, which is largely centered around performance . Nike is higher on nostalgia; however, given

the relative newness of Under Armour, it’s not surprising it scores lower . Nike is also stronger on ritual, a

vital part of a person’s daily existence . Both brands have 6 percent of users surveyed in fusing, the highest

level of Brand Intimacy . However, Nike has greater levels of bonding and sharing . Also, 23 .2 percent of

Nike’s users surveyed are willing to pay 20 percent more for its products, whereas 14 .6 percent of Under

Armour’s customers say the same .

Although both brands perform better than their industry average, they could become more intimate with

their customers and improve their scores . Today, Nike appears to be the stronger intimate brand, from its

ranking and Quotient to its relative strength in archetypes, stages, and percentage of users willing to pay

more for the brand .

Nike performs stronger than Under Armour when related to the ritual archetype, a vitally important part of someone’s daily existence .

1

4

2

3

6

5

1

4

2

3

6

5


TOP 10 TRAVEL & LEISURE 2015


#1 30

#2 29*

#3 29*

#4 24

#5 23

#6 22

#7 19

#8 18

#9 16

#10 13


TRAVEL & LEISURE

Travel & leisure has an average Brand Intimacy Quotient of 21, approximately 12 points below the collective

average of all of our nine industries . Fulfillment is the archetype most associated with this category . It is

surprising how this industry performs, given the range of luxury and budget brands, with well-considered

customer experiences . However, JetBlue, ranked 3rd and has the highest rate of fusing at 6 percent,

whereas top-ranked British Airways has 3 percent . American Airlines emerged in 11th place . Marriott is the

most intimate brand for 45–64-year-olds, whereas Southwest is highest among 18–34-year-olds; it also

ranks highest across all income levels .

$7 TRILLION GLOBAL ECONOMIC CONTRIBUTION OF TRAVEL AND TOURISM IN 201384

8% GROWTH OF TOURISM IN NORTH AMERICA IN 201485

$400–$500 BILLION REVENUE PER YEAR OF THE GLOBAL HOTEL INDUSTRY86

$563 BILLION GLOBAL, SYSTEM-WIDE, PASSENGER AIRLINE REVENUE FOR 201487


Compared to American Airlines, Southwest is the more intimate brand across every consideration .

With fulfillment, the archetype related to performance, Southwest is above average in the category and

17 points higher than American Airlines . When reviewing the stages, 21 percent of Southwest customers

surveyed are in some form of intimate relationship, whereas only 9 percent of American Airlines’

customers are . Also significant is that 19 .2 percent of Southwest’s respondents say they are willing to pay

20 percent more for the product, whereas 7 percent of American Airlines users say the same .

Although both brands can clearly improve their intimacy scores, Southwest Airlines is currently the

stronger brand, with more compelling characteristics, stronger bonds, more customer intimacy, and

more price elasticity .

Southwest is stronger than American Airlines with the fulfillment archetype, which relates to performance .

HEAD TO HEAD

BRANDS



QUOTIENT

29 11

PAY 20% MORE 19.2% 7.0%

ARCHETYPES

49

24

31

27

17

24

1. FULFILLMENT

2. IDENTITY

3. ENHANCEMENT

4. RITUAL

5. NOSTALGIA

6. INDULGENCE

32

14

23

20

19

16

STAGES

4%

6%

11%

1. FUSING

2. BONDING

3. SHARING

1%

2%

6%

1

4

2

3

6

5

1

4

2

3

6

5


EXPLORE

A COMPREHENSIVE EXAMINATION OF HOW TO CREATE, SUSTAIN AND

MEASURE ULTIMATE BRAND RELATIONSHIPS

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BRAND INTIMACYLorem ipsum dolor sit amet, consectetur adipiscing elit. Ut fermentum

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PLAY VIDEO

Explore more Brand Intimacy insights and findings with our interactive

Brand Ranking Tool, industry snapshots, and country reports .

To review the sources cited in this report, please visit our sources page .SOURCES

During the spring of 2015, Praxis Research Partners conducted an online quantitative survey among

6,000 consumers in the United States (3,000), Mexico (2,000), and the United Arab Emirates (1,000) .

Participants were respondents who were screened for age (i .e . 18 to 64 years of age) and annual

household income ($35,000 or more) in the U .S . and socioeconomic levels in Mexico and the UAE (A,

B, and C socioeconomic levels) . Quotas were established to ensure that the sample mirrored census

data for age, gender, income/socioeconomic level, and region . We crafted the survey instrument using

insights from extensive qualitative research conducted on the topic of Brand Intimacy . The survey was

designed primarily to understand the extent to which consumers have relationships with brands and the

strength of those relationships, from fairly detached to highly intimate . It is important to note that this

study provides more than a mere ranking of brand performance and was specifically designed to provide

prescriptive guidance to marketers . We modeled data from a total of 52,000 brand evaluations to quantify

the mechanisms that drive intimacy . Through factor analysis, structural equation modeling, and other

sophisticated analytic techniques, the research allows marketers to better understand which levers need

to be pulled to build intimacy between brands and consumers .

To read a more detailed description of our approach, visit our methodology page .

METHODOLOGY

ADDITIONAL MATERIALS

http://mblm.com/brandintimacy

http://mblm.com/brandintimacy

http://mblm.com/sources

http://mblm.com/brandintimacy/methodology


MBLM is the Brand Intimacy Agency, dedicated to creating stronger

bonds between people, brands, and technology . We integrate strategy,

design, creativity, and technology skills to shape brands for the needs

of today and the vision of tomorrow . Our partners have built B2C, B2B,

and B2G brands of all sizes and scales across continents and categories .

With offices in seven countries, our multidisciplinary teams form an

experienced and dynamic multicultural network that helps clients deliver

stronger marketing outcomes and returns over the long term .

To learn more about how we can help you create and sustain ultimate

brand relationships visit mblm .com

ABOUT US

Praxis Research Partners was established in 2002 by three senior

market research professionals . Our guiding principle is to measure

and create growth opportunities for our clients through revenue-

driven targeting and researching on branding, positioning, and

optimization strategies . Collectively, Praxis represents more than

60 years of strategic research experience, with an analytic heritage

stemming from years spent in leadership positions at Yankelovich

Partners and the Marketing Corporation of America .

To learn more visit praxis-research .com

http://mblm.com

http://praxis-research.com

@mblm | mblm.com

Documents

Brand Intimacy 2015 Report