2018墨西哥品牌亲密度研究（英文版）_34页_4mb

2018 Brand Intimacy Study Summary

Core Content

The 2018 Brand Intimacy Study explores the relationship between brands and consumers through the lens of emotion, focusing on how brands can build deeper connections to drive long-term growth and financial performance. The study is based on eight years of research and examines consumer behavior across three countries: the U.S., Mexico, and the UAE. It highlights the concept of Brand Intimacy, which is defined as a customer-centered approach to brand building that centers on emotional resonance, reciprocity, and the creation of strong, lasting relationships.

The report emphasizes that brands with high levels of intimacy outperform traditional financial indices like the S&P 500 and Fortune 500 in terms of revenue and profit growth over the past decade. This is attributed to the emotional connection that consumers have with such brands, which in turn influences their purchasing behavior and price resilience.

Main Points

• Brand Intimacy is a new marketing paradigm that focuses on building emotional bonds with consumers.
• Emotional connections drive consumer behavior, including willingness to pay more and brand loyalty.
• The study uses quotient scores to measure the level of intimacy a brand has with its audience.
• Price resilience is directly linked to the level of emotional connection consumers have with a brand.
• Intimate brands are more likely to achieve superior financial performance compared to non-intimate brands.

Key Findings

Top 10 Most Intimate Brands in Mexico (2018)

1. Apple – Quotient: 79.9

   • Ranked #1 in FUSING (highest stage of intimacy)
   • 66% of users are in an intimate relationship with the brand
   • Dominates the smartphone ecosystem

2. Nike – Quotient: 65.6

   • Ranked #2 in FUSING
   • #4 for INDULGENCE archetype
   • NPS increased by 26% from 2017 to 2018

3. Nissan – Quotient: 62.7

   • #2 for BONDING (middle stage of intimacy)
   • Doubled its bonding rate since 2017
   • Daily usage increased by 67%

4. American Express – Quotient: 59.8

   • Higher among men than women
   • 59% of users in an intimate relationship
   • Price resilience increased by 67%

5. Spotify – Quotient: 59.7

   • #3 for BONDING
   • Bonding rate nearly tripled since 2017
   • Daily usage increased by 48%

6. Google – Quotient: 58.5

   • #1 for CAN'T LIVE WITHOUT
   • #1 for ENHANCEMENT archetype
   • Ranked 10th in global quotient

7. Mastercard – Quotient: 56.1

   • #4 for IDENTITY archetype
   • 59% of users in an intimate relationship
   • Ranked #4 in FUSING

8. Brand (B) – Quotient: 56.0

   • #3 for FUSING
   • Daily usage increased by 38%
   • NPS increased by 14%

9. Xbox – Quotient: 54.6

   • #1 for BONDING
   • Bonding rate increased by 75%
   • Daily usage increased by 16%

10. Microsoft – Quotient: 54.2

    • #1 for WILLING TO PAY 20% more
    • #3 for DAILY USAGE
    • #3 for ENHANCEMENT archetype

Archetypes & Stages of Intimacy

• Archetypes:

  • Fulfillment – Top for Apple, Nike, and Google
  • Indulgence – Top for Nike, Spotify, and Xbox
  • Nostalgia – Seen in Apple, Nissan, and Mastercard
  • Ritual – Strong in Spotify, Nissan, and Xbox

• Stages:

  • Fusing – Highest stage of intimacy, with Apple leading
  • Bonding – Middle stage, with Nike, Nissan, and Spotify excelling
  • Sharing – Lower stage, but still significant for some brands

Demographics Insights

• Gender: Men and women form intimate brand relationships equally (33% and 34% respectively).

  • Top brands for men: Samsung, Microsoft, Google, Nintendo, and Sony
  • Top brands for women: Bimbo, Nike, Dove, and others

• Age: Younger consumers (18–34) are more likely to form intimate relationships with brands, while older consumers (35–64) show stronger connections with financial services brands.

• Income: Brands are more closely associated with specific income levels.

  • Lower income consumers (up to $36,000) show stronger ties to technology and apparel brands
  • Higher income consumers ($36,000–$97,000) are more varied in their brand preferences

Industries

• Top industries in Mexico include:
  • Technology & Telecommunications – Dominant with Apple and Samsung
  • Financial Services – Strong with American Express and Mastercard
  • Automotive – Led by Nissan
  • Apps & Social Platforms – Spotify and Google are key players

Methodology

• The study involved 6,000 consumers in the U.S., Mexico, and UAE.
• Quotas were set to ensure demographic representation.
• The survey used factor analysis, structural equation modeling, and other advanced techniques to quantify intimacy.
• Data was collected from annual reports and Form 10-Ks to assess financial performance over 10 years (2007–2016).

Conclusion

Brand Intimacy is a powerful concept that drives both emotional and financial success. Brands that foster deep, meaningful connections with consumers through emotional resonance, reciprocity, and a customer-centric approach are more likely to outperform in the market. The 2018 study reinforces the importance of this paradigm and highlights the potential for brands to build stronger relationships and achieve better financial outcomes by focusing on the emotional needs of their audience.