MBLM has released a new Brand Intimacy COVID Study that looks at how the pandemic is affecting 100 leading brands across 10 industries — including the automotive sector, which now has fewer brands in the top 10.
A first look across all industries reveals the top 10 brands are Apple with a score of 74), Amazon (69.4), Google (66.9), Walmart (59.7), YouTube (58.6), Toyota (56.9), Disney (55.9), Netflix (55.2), Chevrolet (54.7), and PlayStation (54.2).
“Our COVID rankings show many of our top Brand Intimacy performers continuing to lead, with only three new top 10 entrants (Google, YouTube, and Toyota),” said MBLM in its report. “However, we do see a shift in focus, with more media & entertainment brands in the top 10 and fewer automotive brands.”
One of the reasons Toyota has moved up is because it, like Apple, fits in the “Fulfillment” category — it “exceeds expectations, delivering superior service, quality, and efficacy.”
BMW is 15th on the list, and it (like Disney) is in the “Sharing” category, which is when a person and a brand engage and interact. “There is knowledge being shared, and the person is informed about what the brand is all about, and vice versa,” said MBLM. “At this stage, attraction occurs through reciprocity and assurance.”
Mercedes-Benz is in 20th place on the list of top brands among the 10 industries. The OEM, like Pinterest, fits in the “Identity” category that “Reflects an aspirational image or admired values and beliefs that resonate deeply.”
In the industry category list, the top brand in the automotive industry is Toyota, with a score of 49. Automotive slots second on the list, with Media & Entertainment in first place due to a score of 50.3. The average score of all industries combined is 38.1. Retail slots third on the list, with Amazon as the main brand in the category, carrying a score of 46.5.
When looking at the demographics of the survey, MBLM found that men formed deeper attachments to brands than women during the pandemic. Amazon was ranked number one among men, followed by YouTube and Google. Apple was ranked first among women, followed by Amazon and Toyota.
BMW was the only automaker slotted (third) within any age group — in this case, it was 45-64 age group. But where income is concerned, those making more than $150,000 had no media & entertainment brands in the top five, instead preferring automotive brands. BMW was ranked first in this category, followed by Amazon, Ford, Google, and Apple.
To access the report, click here.
