Apple, Amazon and Disney are the big brands that people in the United States feel most closely related to, according to recent research by MBLM.

The report was based on data from a survey conducted in the summer of 2021 of 3,000 US consumers. Researchers interviewed participants to understand their emotional connections to 100 popular brands and the strength of those connections. Each brand was then assigned a Brand Intimacy Quotient score of 1 to 100 (see the full methodology here).

Apple is the most “intimate” brand overall, according to the researchers.

Amazon ranks second, followed by Disney, Target, YouTube, Toyota, Walmart, Costco, Harley-Davidson and Google:


Apple and Amazon are the brands that women feel most closely related to, while YouTube and Samsung are the brands that men feel most closely related to.

Brands Americans feel most connected to based on gender

Americans aged 18 to 34 and Americans 35 to 44 feel more intimately connected to Apple, while Americans 45 to 64 feel more intimately connected to Amazon:

Brands Americans feel most connected to by age

Americans with an annual income of $ 35,000 to $ 100,000 feel more closely related to Apple, while Americans with an annual income of $ 150,000 and more feel more closely related to Costco:

Brands Americans feel most connected to based on income level

About the research: The report was based on data from a survey conducted in the summer of 2021 of 3,000 US consumers. Researchers interviewed participants to understand their emotional connections to 100 popular brands and the strength of those connections. Each brand was then assigned a Brand Intimacy Quotient score of 1 to 100 (see the full methodology here).

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