Heard of “brand intimacy”? A lot of people haven’t. A marketing term used to identify the emotional connection between brands and persons. As it pertains to company intimacy, the automotive industry, one industry, occupies lots of the top jobs. Ironically, the leader in the automotive type isn't a car company at all.
According to MBLM’s Brand 2017 Closeness Statement, Harley Davidson has transferred after standing third in 2015 to the automotive heap's top. Once the absolute number of cars offered is when compared with that of bikes, the fact a bike- company that is only might top this class is important. While number-two-rated BMW -four-rated Toyota also make and provide cycles, the number is dwarfed by the level of cars these firms promote in the U.S., making Harley’s achievement a lot more impressive.
The demographic groups that placed Davidson on the top are people 35 to 44 years-old and for 45 to 64-year-olds. (Curiously, the most effective model for millennials is Chevrolet.) Nevertheless, HD placed inside the top-three across all age-groups, which stresses the brand among significantly more than only the presentations regarded as being the Harley faithful's outstanding toughness. Obviously, Harley-Davidson is performing something right.
To find the ranks of brands according to feeling, MBLM reviewed the answers of 6,000 consumers and 54,000 model opinions across 15 industries (which range from attire, drinks, consumer goods, luxury objects, marketing/activity, and travel) inside the U.S., Mexico, and UAE.
Read the press release below for more information.
Begin Press Release:
MBLM Announces Automotive Industry is #1 for Brand Intimacy
Brand Intimacy 2017 Report Reveals Harley-Davidson Ranks First in Category, Followed by BMW and Toyota
NEW YORK — April 20, 2017 — MBLM, the Brand Intimacy Agency focused on strategy, design, creative and technology, today revealed that the automotive industry ranked first in its Brand Intimacy 2017 Report. The report, which is the largest study of brands based on emotions, found that Harley-Davidson placed first in the industry followed by BMW and Toyota. Brand Intimacy is defined as a new paradigm that leverages and strengthens the emotional bonds between a person and a brand. According to the 2017 report, top ranked intimate brands continued to outperform the S&P and Fortune 500 indices in both revenue and profit over the past 10 years.
Harley-Davidson ranked third in MBLM’s 2015 report but overtook BMW and Toyota this year. In addition to being the strongest intimate category overall, the automotive industry is also the top industry for males, those older than 35 and those with a higher income. The remaining brands in the top 10 for the industry are: Honda, Jeep, Chevrolet, Ford, Volvo, Mercedes and Chrysler.
“The auto industry leads all others in the degree of intimate brands. Car brands form powerful bonds with us because they are both significant purchases and an extension of our identity and values. Cars make a statement about who we want to be and what we admire,” stated Mario Natarelli, partner at MBLM. “As technology continues to disrupt the category in terms of car sharing, autonomous vehicles and electric/hybrids, it will be interesting to see which brands adapt best to the changing needs and priorities of their customers.”
Leading brands like BMW, Toyota and Honda form powerful bonds with their customers through better (more reliable) performing cars and better service, delivering high-quality products that assure customers that their money was well spent.
While ranking first, the category is showing some potential signs of slippage compared to the 2015 report. Auto recalls hit a record high of 53.2 million in 2016, topping the 51.1 million recalls in 2015.
Other notable automotive industry findings from the report in the U.S. include:
The archetype most associated with the industry is fulfillment – exceeding expectations, delivering superior service, quality and efficacy – and it has the highest average fulfillment score of any industry
The top brand for millennials is Chevrolet, for consumers 35 to 44 years-old is Harley-Davidson and for 45 to 64 year-old consumers is Harley-Davidson as well
Harley-Davidson has had success in building and maintaining intimacy across multiple generations, placing in the top three for all age groups; although the brand appears to be less popular with millennials, its ability to appeal to all ages is a sign of its strength as a brand
Millennials have less intense feelings of intimacy for their top brands than the older groups; the average brand intimacy quotient for the top three automotive brands for millennials is 59.5, while the top brands of consumers ages 35 to 44 average a score of 62.3, and those of consumers over 45 average a score of 62.6
Millennials are more comfortable with fully self-driving vehicles than consumers of other generations (47 percent versus 31 percent) and would also be more willing to use car-sharing services if they were readily available (42 percent versus 28 percent)
This year’s report contains the most comprehensive rankings of brands based on emotion, analyzing the responses of 6,000 consumers and 54,000 brand evaluations across 15 industries in the U.S., Mexico and UAE. MBLM’s reports and interactive Brand Ranking Tool showcase the performance of almost 400 brands, revealing the characteristics and intensity of the consumer bonds.
To download the full Brand Intimacy 2017 Report or explore the Ranking Tool please visit: http://mblm.com/brandintimacy/.