Heineken is followed by Coors (76) and Miller (97). Surprising to us, Budweiser and other Anheuser-Busch brands are not mentioned in the study by MBLM, an agency that seeks to “build greater initmacy between people and brands that drive performance and services.”
The study found the emotional connections users have with brands have increased in the past year during the pandemic. Brand intimacy attempts to masure how well brands foster relationships and establish trust, engagement as well as longetivity. Consumers are willing to pay a premium for highly intimate brands compared to those with lower intimacy ratings, the study says. During the Covid pandemic, it adds, the idea of brand intimacy has become more meaningful that ever.
What do top performers have in common? The study identifies six factors:
- Fulfillment — “exceeds expectations, delivering superior service, quality and efficacy.”
- Identity — “reflects an aspirational image or admired values and beliefs that resonate deeply.”
- Enhancement — “Customers become better through use of the brand– smarter, more capable and more connected.”
- Ritual — “When a person ingrains a brand into his or her daily activities, it is more than just habitual behavior. It becomes a vitally important part of daily existence.
- Nostalgia — “focuses on memories of the pastand the warm feelings associated with them.
- Indulgence — “creates a close relationship centered on memories of pampering and gratification that can be occasional or frequent.”