MBLM, The Brand Intimacy Agency, conducts studies every year to measure brand intimacy between the brands and consumers. It claims to create, build, and sustain ultimate brand relationships.

In 2019, it has been carried out in more than 15 industries in the countries including The U.S, UAE, and Mexico. A total of 6200 consumers were asked for their responses and almost 52000 evaluations of brands were made.

The study has been designed to measure the emotional attachment between people and the brands they use. In the past few years, YouTube had been ranked in the Top 10 whereas this time, it has made it to the first rank!

YouTube couldn’t make it to the first place if it wasn’t for its new spectacular features that were introduced in the late 2018. The story feature, the YouTube Live, and a few other add-ons won the hearts of YouTuber’s as well as the public which enhanced the user experience by making it more closer to the reality and to make people feel even lesser distance between them and the people they follow.

Among other brands that could make it to the Top 5 were:

  1. YouTube
  2. Apple
  3. Netflix
  4. Disney
  5. Nike

According to MBLM managing partner, Mario Natarelli:

YouTube has demonstrated an ability to entertain a diverse millennial audience through its extensive content. It is also continuing its expansion of services, including the launch of YouTube music in 2018, as it finds new ways to connect with consumers. Millennials in particular bond strongly with the media & entertainment industry and YouTube is doing a good job at building a brand that caters to the wants and needs of this audience.”

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