Disney, Tesla, and Apple Rank on Top for Brand Intimacy in 2022

The report studies how consumers bond with the brands they use and love.

MBLM, a global marketing agency, has just released its Brand Intimacy Study for 2022. The report studies how consumers bond with the brands they use and love. Alongside that, however, the results feature the highest-ranking brands when it comes to emotion.

Disney ranked at the top for the second time since 2019, with Tesla and Apple following behind. MBLM highlights that three technology brands are featured in the top 10, as well as three media and entertainment brands. Check out the top 10 highest-ranking overall brands.

  1. Disney
  2. Tesla
  3. Apple
  4. Sony
  5. YouTube
  6. Mercedes-Benz
  7. Trader Joe's
  8. Netflix
  9. Sega
  10. Android

See the full ranking here.

The study analyzed more than 1.4 billion words, compared 600 brands, and is AI powered. While the study's findings may be helpful to brands, it's also particularly interesting to see which brands are leveraging the science of emotion.

"We are thrilled to share the next generation of the Brand Intimacy study," said Mario Natarelli, managing partner, MBLM. "Leveraging big data and artificial intelligence takes the emotional science behind brand performance to the next level. This new methodology gives us broader and more real-time insights. We are now able to assess more authentic and vivid sentiment from consumers."

He continued, "Media and entertainment brands continue to thrive, likely boosted by the need of providing escape, comfort, and instant gratification. Disney's rise to the top displays the resilience of the media and entertainment industry in unprecedented times. The brand has demonstrated its ability to continue to resonate with consumers, and form deep intimate connections and relationships, even in a fragmented media landscape."

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Paolo Chua
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Paolo Chua is the Associate Style Editor at Esquire Philippines, where he writes about fashion and grooming. Before joining Esquire Philippines, he was a writer at Town & Country Philippines.
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