Apple topped the chart last year in MBLM’s annual Brand Intimacy survey, but this year there’s a new number one company — at least among millennials. YouTube has climbed from number three to number one this year, moving Apple down a slot according to a preview of the study.
MBLM who conducts the study in the United States says YouTube only just made the top ten list among millennials a couple of years ago, but entertainment options targeted at the generation have contributed to their brand’s success:
While Apple, Disney, and YouTube held the top three slots a year ago, this year sees a shuffle at the top between Apple and YouTube as well as Disney and Netflix:
- YouTube
- Apple
- Netflix
- Disney
- Nike
- Target
- XBOX
- PlayStation
- Walmart
MBLM says its brand intimacy metric is “defined as a new paradigm that leverages and strengthens the emotional bonds between a person and a brand.” The full report for 2019 is due out in one week on February 14th. In previous years, Apple has topped the overall list based on factors like fulfillment, identity, and nostalgia.
