People Buy Rolex, Cartier, and Tiffany the Most Because of a Strong Emotional Connection

When it comes to luxury, at least.

MBLM, a global marketing agency, has just released its Brand Intimacy Study for 2019. The report studies how consumers bond with the brands they use and love. Alongside that, however, the results feature the highest-ranking brands when it comes to emotion.

The study is based on 20,000 qualitative brand stores, 1,000 hours of insights, more than 18,000 interviews, and 156,000 brand evaluations. While the study's findings may be helpful to brands, it's also particularly interesting to see which brands are leveraging the science of emotion. Check out the top 10 highest-ranking overall brands, as well as the ones that lead in luxury below:

Top 10 Overall Rankings:

1| Disney
2| Apple
3| Amazon
4| Chevrolet
5| Netflix
6| Harley-Davidson
7| PlayStation
8| YouTube
9| Ford
10| Chick-fil-A

Top 10 Luxury Rankings:

1| Rolex
2| Cartier
3| Tiffany & Co.
4| Chanel
5| Jaguar
6| Louis Vuitton
7| Gucci
8| Prada
9| Land Rover
10| Burberry

Luxury, one of the world's biggest industries, ranked among the last out of all. Rolex, Cartier, and Tiffany & Co. figured in the top three, with Rolex being favored by men over 35 with incomes of $100,000 (P5,000,000) or more. The ranking also found that Chanel and Tiffany have greatly improved with intimacy, but Land Rover and Hermès have further fallen in the rankings.

Do you buy certain brands because of an emotional connection?

I probably don't notice it but yeah, maybe.

Not at all.


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About The Author
Paolo Chua
Associate Style Editor
Paolo Chua is the Associate Style Editor at Esquire Philippines, where he writes about fashion and grooming. Before joining Esquire Philippines, he was a writer at Town & Country Philippines.
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