The ranking shows how strong brands emotional bonds are with consumers. 6,200 total consumers between the ages of 18 and 64 were surveyed across the US, Mexico and United Arab Emirates to better understand their individual relationships with the brands they love.
Luxury jewelry brands take over the top three spots including Rolex, Cartier, Tiffany & Co., Chanel comes in at number four, and is the first fashion house atop the list. Louis Vuitton, Gucci, and Prada all fall into the six, seven, and eight rankings.
Unfortunately, luxury brands in general took a noticeable dip in the overall MBLM ranking. “Luxury fell in our 2019 rankings, which continues to be a surprising finding because of the prestige and value of these time-honored brands,” says MBLM managing partner Mario Natarelli. “We believe that the brands in this industry will strongly benefit from shifting their focus and appealing to consumers’ emotions more.”
The brand with the highest overall emotional connection with its customers is Disney, no surprise there. In a close second and third place are Apple and Amazon, respectively. American transportation brands Chevrolet and Harley-Davidson hold up the middle, along with tech companies Netflix and PlayStation, YouTube, Ford and Chick-fil-a round out the top ten list. Nike barely missed the cut at 17 on the general list, while adidas fell behind at number 85.