Apple also topped the rankings in a number of categories, including frequency of use and “can’t live without.” Apple and Amazon were more successful than many brands at crossing age and income demographics, MBLM said. And Hershey Inc. HSY, +0.46% was ranked the most indulgent brand.

Apple Inc. AAPL, -0.01% was number one on the list, with Walt Disney Co. DIS, +0.18%, Amazon.com Inc AMZN, -0.28%, and Harley-Davidson Inc. HOG, -0.73% rounding out the top five. Many brands in the top 10 have moved up the list since last year.

At a time when many brands are trying to hold their ground in a highly promotional environment, the most intimate brands can also command premium pricing. Twenty-one percent of consumers are willing to pay 20% more for the brands that have the biggest emotional connections, said MBLM.

Apple shares are up 23.6% for the last year, while Netflix shares are up 26%, Disney is up 15% and Harley-Davidson are up 45.8% for the same period. The S&P 500 has gained 20.7% and the Dow Jones Industrial Average DJIA, -0.11% has gained 24%.

Source: marketwatch