Overview 3
Why Brand Intimacy4
Outperforming leading fnancial indices5
U SRankings 6
U STop 10 Most Intimate Brands 2018 7
Demographics 28
Industries 30
Global fndings 31
More on Brand Intimacy 32
Table of
contentsBRAND INTIMACY 2018
Each year we produce the largest study of brands based
on emotion. Across three countries we examine how 6,000
consumers bond with the brands they use and love. We are
entering the eighth year of our journey in defning a new paradigm
in marketing that we call Brand Intimacy. We are excited by the
fndings emerging this year; the fast-rising and those brands
that excel with Generation Z point to a bright future. Brands
within the smartphone ecosystem continue to thrive as do
automotive brands, with a new surprising entrant in the Top 10.
With such a wealth of fndings, we have decided to parcel out
the detailed industry fndings throughout the year. Each month
or so we’ll release more results and do a deep dive into the
top-ranking brands and key insights specifc to that industry.
The more we learn about the performance of intimate brands,
the more we apply those lessons in our practice with brands of
every shape and size. Perhaps what is most exciting is that the
Top 10 Most Intimate Brands continue to outperform the S&P
500 and Fortune 500, demonstrating that building stronger
bonds with customers creates a strong fnancial return.
Enjoy the 2018 Brand Intimacy Report on the top-performing
brands in the U.S.!
The largest study of brands
based on emotionBRAND INTIMACY 2018
Why Brand Intimacy
While the world around us has changed dramatically and impacts how
we consume, buy and sell, approaches to marketing and brand building
have largely stagnated. We created Brand Intimacy to provide a new
paradigm in marketing, designed for today’s complexity.
Advantages:
Provides greater price resilience
Centers on emotion, which drives behavior
and willingness to purchase
Encompasses latest advances in neuroscience
and the science of decision-making
Price Resilience
In addition to revenue and proft, we also
reviewed price resilience. We continue to see that
as consumers move from non-intimate to highly
intimate (fusing), so does their willingness to pay
a premium for the brand.
Willing to pay 20% more for brand
Non-intimateFusing
4%22%
450%
increase
Measures and details our emotional
connections with the brands we use and love
Customer-centric and based on reciprocity
Leverages technology to establish
an ecosystem for building bondsBRAND INTIMACY 2018。