T able of Contents Build Stronger Bonds with Y our Stakeholders . . . . . . . . . . . . . . 3 Why Brand Intimacy? . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 4 Financial Advantages of Brand Intimacy . . . . . . . . . . . . . . . . . . . 5 U . S . Rankings . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 6 Demographics . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 28 The Smartphone Ecosystem . . . . . . . . . . . . . . . . . . . . . . . . . . . . 30 Gen Z Findings . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 31 Industries . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 32 Global Findings . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 33 Brand Intimacy Resources . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 34 The Brand Intimacy Model . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 36 2 BRAND INTIMACY 2020Build Stronger Bonds with Y our Stakeholders Every year, we produce the largest study of brands based on emotion. Now in its tenth year, we have reviewed more than 20,000 qualitative brand stories, 1,000 hours of insights, nearly 25,000 quantitative respondents, and over 200,000 brand evaluations. This year we surveyed 6,200 consumers across the United States, Mexico, and the United Arab Emirates to detail their experiences with nearly 400 brands across 15 industries. Our report focuses on highlights of the T op 10 Most Intimate Brands. Y ou can review the performances of all surveyed brands by exploring our rankings. Subscribing to our custom dashboard provides an even more in-depth understanding of a brands performance over time and relative to competitors. We strongly believe building emotional connections and strong bonds is the best way to ensure your brand is maximizing its opportunities and increasing its relevancy, profitability, and revenue. Are you doing everything possible to build intimate brand relationships? 3 BRAND INTIMACY 2020 Creates a new orientation that complements your marketing measures and tactics. Focuses on the emotional science that drives on-brand behaviors and purchase. Demonstrates superiority as intimate brands outperform the S last year it had four brands in the top 10. The automotive industry has improved its standing, with four brands in the top 10. Two retail brands made this years list, with #1 Amazon and #9 Walmart, a new top 10 entrant. Apple has dropped from second to third place and is the only technology brand in the top 10. Visit our rankings to explore the brands in our study and filter results by geography or demographics. 6U . S . T op 10 Most Intimate Brands 2020 QUOTIENT 66.8 3 QUOTIENT 64.9 4 QUOTIENT 55.0 7 QUOTIENT 59.2 6 QUOTIENT 60.0 5 QUOTIENT 54.5 8 QUOTIENT 53.9 9 QUOTIENT 53.3 10 QUOTIENT 68.3 1 QUOTIENT 67. 8 2 7Brand Industry Average Explore more details on Amazon here . 9Brand Industry Average Explore more details on Disney here . 11Brand Industry Average Explore more details on Apple here . 13 BRAND INTIMACY 2020Brand Industry Average Explore more details on Ford here . 15 BRAND INTIMACY 2020Brand Industry Average Explore more details on Jeep here . 17 BRAND INTIMACY 2020Brand Industry Average Explore more details on Netflix here . 19 BRAND INTIMACY 2020Brand Industry Average Explore more details on BMW here . 21 BRAND INTIMACY 2020Brand Industry Average Explore more details on Chevrolet here . 23 BRAND INTIMACY 2020Brand Industry Average Explore more details on Walmart here . 25 BRAND INTIMACY 2020Brand Industry Average Explore more details on PlayStation here . 27 BRAND INTIMACY 2020Demographics GENDER Rank Male Female 1 2 3 4 5 This years findings show two out of five shared brands among men and women in our study, Amazon and Apple, in second and third place. Men notably have two gaming brands, whereas women have more retail brands. 28 BRAND INTIMACY 2020AGE Rank 1834 3554 5564 1 2 3 4 5 INCOME Rank $35$50K $75$100K 1 2 3 4 5 Income demonstrates a more varied view of intimacy, with no shared brands among income groups. Both groups selected two retail brands as top performers. Consumers earning $35$50k seem more attached to media 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. The greater the emotional connection between a brand and a consumer, the more powerful the relationship. This connection is determined by the degree of overall positive feelings a user has toward a brand and the extent to which a person associates the brand with key attributes. I. USER II. STRONG EMOTIONAL CONNECTION The following six patterns or markers are consistently present among intimate brands. They identify the character and nature of ultimate brand relationships and help determine their strength. III. ARCHETYPES 36 BRAND INTIMACY 20201 4 2 3 6 5 1 2 3 The score assigned to each brand that ranges from 1 to 100. The Quotient is based on prevalence (the percentage of users who are intimate), intensity (where the relationship is on the spectrum of three stages: sharing, bonding, and fusing), and character (performance on key archetypes). It is a shorthand score that demonstrates how a brand is performing relative to its ability to create ultimate brand relationships and enables comparisons to other brands in the same category or to the industry average. V. BRAND INTIMACY QUOTIENT 1. SHARING When the person and the brand engage and interact . There is knowledge 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 . Should the relationship advance, it would evolve to bonding . Should it decline, it would likely cause disengagement fueled by indifference . 2. BONDING 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 the establishment of trust . Should this stage advance, it would move to fusing . 3. FUSING 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 . 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 Customers become better through use of the brandsmarter, more capable, and more connected . 4. RITUAL When a person ingrains a brand into his or her daily actions . It is more than just habitual behavior . It becomes a vitally important part of daily existence . 5. NOSTALGIA Focuses on memories of the past and the warm 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 occasional or frequent . Stages reveal and measure the depth and degree of intensity of an intimate brand relationship. IV. STAGES 37 BRAND INTIMACY 2020