Sony and Android ranked second and third in the tech & telecom category. The remaining brands in the top 10 for the industry are Microsoft, Nvidia, HTC, HP, Adobe, IBM, and Dell.
When talking about Apple, users highlight Apple Music, Apple’s features related to health, safety, and how the company’s products change people’s lives for the better. Interesting, the emoji people relate to the most with Apple is the pleading emoji.
“Tech & telecom has gradually moved up in our Brand Intimacy study over the years, which demonstrates the category’s growing importance in our daily lives,” said Mario Natarelli, managing partner at MBLM. “This trend was accelerated by COVID, which caused us to rely heavily on technology to communicate, work, inform, entertain, socialize, and maintain our wellbeing. 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.”
In the MLBM study this year, Apple ranked third overall and is the top-ranking tech & telecom brand, but it was the top-ranking most intimate brand in the study for multiple years, most recently in the COVID 2020 and 2021 studies.
Here’s what the MLBM study concludes about Apple ranking first in tech and telecom, and third overall:
You can find the full report here.
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.
How do you feel being an Apple user? Do you think this study makes sense with your experience? Share your thoughts in the comment section below.
