Even during a pandemic, America’s love affair with Apple continues
Apple has always been one of the most loved companies, but the crisis leadership it showed when the COVID-19 pandemic struck means it has become the most intimate U.S. brand during the crisis, says MBLM’s Brand Intimacy COVID Study.
Couldn’t live without it
“Apple rank first, and has an industry ranking of 1,” said MBLM. “Apple’s Quotient score is 74.0. Its strongest archetype is enhancement. 40 percent of users said they could not live without the brand, while 21 percent said they would be willing to pay 20 percent more for the brand’s products and services.”
Interestingly, the study reflects stay at home lockdown culture: Media and entertainment brands attracted more interest than automobiles, MBLM said.
“We are facing a once-in-a-generation disruption to every facet of our lives. Our COVID study reveals the impact on the world’s leading brands,” said Mario Natarelli, managing partner, MBLM.
“We have uncovered that consumers have increased the number of brands they are bonding with. As we all look towards recovery, this comprehensive data can help businesses and their brands navigate what’s next.”
Curiously, the data also shows that while Apple is the top brand for women, men seem connected to Amazon.
Zoom breaks cover
During the pandemic, men are forming deeper attachments to brands compared to women. Zoom is the top brand that people were using more during the pandemic.
America’s love for big brands still seems strong, the study shows. Amazon and Google are second and third, with the remaining brands in the top 10 including Walmart, YouTube, Toyota, Disney, Netflix, Chevrolet and PlayStation. (Google, YouTube and Toyota are new to the list).
During late summer 2020, MBLM conducted a quantitative survey of 3,000 U.S. consumers in the U.S. to detail their experiences across 10 industries and 100 brands.