Infiniti Shows Highest Emotional Attachment of Auto Brands – Study

With the debut of the new iPhone 5 this past week, and its legions of fans around the world willing to camp out for several days to be one of the first in line, it’s no shock that Apple’s eponymous mobile phone topped the 2012 LEAP Brand Index measuring consumers’ emotional brand attachment. But automotive brands also figured prominently in the study, with Infiniti taking the top spot among automotive brands, in third place.

LEAP, which stands for Leveraging Emotional Appeal for Profit, measures emotional attachment to brands in 38 categories using a proprietary methodology. Since people spend a great deal of time in their cars and using personal electronic devices, the fact that consumer technology and automotive brands ranked highly is not a surprise. The only non-automotive or tech brand among the top 10 was Disney Parks. Apple and its products was a big winner overall with four out of the top 10 spots being an Apple product or the brand itself.

Other automotive brands that made the top 25 were BMW that came in 13th, Audi in 14th, Mercedes-Benz in 15th, Land Rover in 16th, Jaguar in 21st, Lexus in 24th and Acura in 25th.

How emotionally attached are you to your car or cell phone? Are you an Infiniti owner that feels attached to the brand, or are you indifferent? Of the car brands or models you’ve owned, which one have you felt the greatest attachment to?

Source: Forbes

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