THE TECH AND AUTOMOTIVE MARKET IN STRENGTH
Before revealing the final result, it is important to specify that we have focused on the Top 20 and that this ranking only concerns the American market, as evidenced by the presence in 7th place (out of more than 600 brands remember the) of the Trader Joe’s brand, an American supermarket chain founded in 1958 and which has more than 550 stores across the country, but totally unknown outside.
To establish its annual ranking, the MBLM site focused on the exploitation of Big Data, which consists of observing and analyzing billions of data collected on the net.whether in comments, articles, news, figures, results, in short, everything that is accessible on the internet in substantial volumes.
The purpose of this ranking is thus to observe the relationship between a brand and its consumers according to three predefined criteria, sharing, linking and merging. All this gives us a score out of 100 and a ranking where the first emerges at 68.1 points out of 100 and where Tech and automotive (5 brands each) are ahead of cinema and mass distribution. Also note the presence of two video game brands in the top 11.
DISNEY, APPLE AND TESLA ARE THE 3 FAVORITE BRANDS OF AMERICANS
Taking the ranking from 20th place, we therefore note the presence of 5 Tech companies and this is a big first:
- Nvidia (20th)
- Microsoft (19th)
- Android (10th)
- Sony (4th)
- Apple (3rd)
Tied, the automotive world also has 5 representatives :
- Mazda (15th)
- Jaguar (13th)
- Porsche (12th)
- Mercedes (6th)
- Tesla (2nd)
Apple finishes behind Disney and Tesla in the ranking of brands that bond with their customers
Here’s how Mario Natarelli, managing partner at MBLM, puts it: “Harnessing big data and artificial intelligence takes the emotional science behind brand performance to the next level. This new methodology gives us broader and more real-time information. We are now able to assess a more authentic and lively feeling from consumers. From AI to assess the “feelings” that bind a consumer to a brand, we have really seen it all.
Many criteria and sub-criteria are reviewed, such as “strong emotional communication”, the strength of archetypes (trust, identity, ritual, nostalgia, indulgence, etc.), or even the intensity of the brand-customer relationship (from sharing to merging).
In short, the top 10 is as follows:
Disney – 68.1
Apple – 65.3
Sony – 65.0
YouTube – 64.3
Mercedes – 63.9
Trader Joe’s – 59.8