Disney Named Second Most Intimate Brand Family

MBLM has released its inaugural Brand Family Rankings, in an attempt to delve deep into the leading brand families. The goal of the study was to dissect how “influential portfolios shape our culture and capture our hearts and minds.”

In order to qualify as a brand family, a conglomerate had to include a minimum of three brands that have been ranked within MBLM’s most recent Brand Intimacy Study.

MBLM says Disney’s brand family is the second most intimate.

“Conglomerates are broadening and building diverse brand portfolios. We are thrilled to present rankings of these families for the first time,” declared Mario Natarelli, managing partner at MBLM. “Examining the parent brands behind some of the most intimate brands offers fresh insights and perspectives on how certain conglomerates foster a culture of emotion and relationship-building, while others fail to harness the power of cultivating strong bonds. By leveraging big data and artificial intelligence, we elevate the science of emotional brand performance to new heights.”

Utilizing the agency’s proven Brand Intimacy Model powered by AI, MBLM analyzed over 600 brands and 1.4 billion words to arrive at their results.

Photo: Disney

Disney Ranks Second

According to MBLM, the most intimate brand group in the United States was Amazon.com, Inc. The brand group is comprised of Amazon Prime, Amazon, and Whole Foods.

Close behind Amazon, however, was The Walt Disney Company. Their brand group consists of Disney, ESPN, Hulu, and Disney Parks.

Photo: The Walt Disney Company

Rounding out the top five were Volkswagen Group, Alphanet Inc., and Apple Inc.

Disney’s Reputation Remains High

While Disney has been steeped in political controversy as of late, the company was still recently ranked as one of America’s most patriotic brands.

Photo: Also Getty Images

So, although Disney’s political battles may be hurting the company within certain demographics, it appears as if the brand’s overall reputation remains high.

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