New York — The appliance industry ranks 13th out of 15 industries studied for “brand intimacy,” the science that measures the emotional bonds people form with products, according to the findings of a study conducted by New York-based branding consultant MBLM.
MBLM’s newly released “Brand Intimacy 2019 Study,” the largest study of its kind, found that the appliance industry “continues to struggle to connect to customers emotionally,” said Mario Natarelli, managing partner for MBLM, whose study was designed to understand the extent to which consumers have “relationships” with brands, as well as the strength of those relationships from “fairly detached” to “highly intimate.”
The study was conducted among 6,200 consumers aged 18-64 in the U.S., Mexico and the United Arab Emirates, with annual household incomes in excess of $35,000.
“Appliance brands are not able to leverage their ‘form factor’ like hardware manufacturing brands in the technology and gaming space, nor have the same emotional connection as other big-ticket brands, like those in automotive,” Natarelli said. He added, however, that MBLM researchers “think appliances have similar opportunities to build greater bonds with their users.”
Among major appliance brands, Whirlpool topped the industry, followed by KitchenAid and Samsung Appliances. The remaining brands in the top 10 were LG, GE Appliances, Bosch, Dyson, Maytag, Black + Decker and Sub-Zero.
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