Brand intimacy

Brand intimacy is defined as the level of emotional connection a brand has with its customers. The theory specifically focuses on a customer’s emotional relationship with a brand, positing that customers who have strong Brand Intimacy with a given brand have a powerful, positive emotional connection with that brand. Brand Intimacy seeks to quantify a brand’s emotional connection with its customers through assigning a Brand Intimacy Quotient to a brand. The Brand Intimacy model was first introduced as a way to define the emotional relationship between brands and customers by marketing agency, MBLM.