Brand Intimacy Study: these are the brands that most connect with Mexicans

MBLM Mexico announces the results of its Brand Intimacy Study 2019, in which Apple occupies the first place as it did in 2015 and 2018. The Mexican brand that most connects with Mexicans is Liverpool and is located in position 18 of the total ranking; for millennials, Netflix and Google are the brands that generate the most emotion.

The top 10 of the Mexican brands are Liverpool, Flexi, Sabritas, Marinela, Holland, Fiesta Americana, Bimbo, Camino Real, Alpura and Jumex., according to the Brand Intimacy Study
The top 10 of the Mexican brands are Liverpool, Flexi, Sabritas, Marinela, Holland, Fiesta Americana, Bimbo, Camino Real, Alpura and Jumex., according to the Brand Intimacy Study

In addition to this result, the growing predominance of the technology and telecommunications industry in our country is visible, with half of the Top 10 dominated by these brands, compared to only three of last year. Apple is followed by Google, Netflix, Samsung, PayPal, Microsoft, Sony, PlayStation, MasterCard, and Nike.

Brand Intimacy is defined as the emotional science that measures the links that make up the brands we use and love. According to the Brand Intimacy 2019 study, the most intimate brands continue to significantly outperform the best Fortune 500 and S&P indices in earnings and earnings.

Some interesting discoveries of the study are that Nike fell from position 2 to 10 this year and that four new entrants appear: Netflix, Samsung, PayPal, and Sony, disappearing from the top: Nissan, American Express, Spotify, and Xbox. 

Other findings are

The second best-positioned industry is financial services; it is followed by consumer products.

The brands of the fast food industry are those that least managed to connect with their users; while last year was tourism.

Women and men share an affinity for technology and telecommunications brands, with Apple as one of the best positioned for both genders, Samsung in number 3 for women, and Google and Microsoft appear as the most exciting for men.

As for the archetypes, the dominant brands in each one of them are Realization-Amazon, Identity-Rolex, Optimization-Google, Ritual-Whatsapp, Nostalgia-Sabritas, and Indulgence-Holland.

Indulgence continues to be the dominant brand archetype in Mexico, followed by realization; two archetypes that also dominate the UAE market. In the U.S.A. predominates realization, the archetype associated with brands that exceed expectations, followed by optimization.

In the United States where the study is also carried out, Disney is the brand that most connects with its users, and the media and entertainment industry is the best positioned, followed by the automotive industry.

The brands that are part of the ecosystem of smartphones generally outperform those that are not in privacy with their consumers (Brand Intimacy average of 45.0).

Some interesting findings of the brands that most connect with Millennials

Netflix (1) and Google (2) are the brands that most connect with this group. And although Netflix is more associated with the archetype of indulgence, and Google the optimization archetype, both have a high performance in the ritual archetype.

The top 10 for Millennials is made up of Netflix, Google, PlayStation, Sony, Apple, BBVA Bancomer, PayPal, YouTube, Samsung, and Amazon.

The brands that appear in this new Top 10 are Google, PlayStation, BBVA Bancomer, PayPal, YouTube, and Amazon. The ones that come out are Honda, Nike, Spotify, AT&T, Microsoft, and American Express.

Some results of the Mexican brands better positioned in the study

The Mexican brand that generates the most connection with Mexicans is Liverpool and is located in position 18 of the total ranking.

The top 10 of the Mexican brands are Liverpool, Flexi, Sabritas, Marinela, Holland, Fiesta Americana, Bimbo, Camino Real, Alpura and Jumex.

The brands that appear in this new Top 10 according to 2018 are Sabritas, Marinela, Holanda and Alpura. The ones that come out are Citi Banamex, BBVA Bancomer, Axtel and Telcel.

If you want to know the full report and discover other interesting facts using different tools offered by the study, visit: https://mblm.com/lab/brandintimacy-study/. 

Methodology:

During 2018, MBLM, together with Praxis Research Partners, conducted a quantitative online survey of 6,200 consumers in the United States (3,000), Mexico (2,000) and the United Arab Emirates (1,200).

The participants were examined by age (18 to 64 years of age) and annual income per household ($ 35,000 or more) in the United States and socioeconomic levels A, B, and C in Mexico and the United Arab Emirates. Quotas were established to ensure that the sample reflects the census data by age, gender, income / socioeconomic status and region.

The survey was designed to understand the intensity of consumer relationships with brands and the intensity of these relationships from highly unattached to very intimate.

It is important to keep in mind that this research provides more than just a ranking of brand performance and was specifically designed to provide prescriptive guidance to marketing professionals.

We modeled information on more than 6,200 interviews and approximately 56,000 brand evaluations to quantify the mechanisms that shape intimacy through factor analysis, structural modeling of emotions and other sophisticated analytical techniques.

The research allows marketers to have a better understanding of what steps should be taken to build an intimate link between brands and their consumers. In this way, marketers will not only understand where their brand is on a performance scale, but they will also learn to strengthen that performance in the future.

About MBLM:

MBLM is the creative agency of Brand Intimacy. It offers services focused on three areas: agency, laboratory, and platform.

With offices in seven countries, its multidisciplinary teams help clients create stronger links with their audiences, optimize their marketing results and obtain long-term returns.

Brand Intimacy is the only study that combines customer-centered knowledge, neuroscience principles and economic analysis to understand how brands and people connect.

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