New study shows Disney ranks No. 1 as “most intimate brand” among millennials


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In a new study by MBLM, a “brand intimacy agency,” Disney has been named the “most intimate brand” among millennials. In their most recent study, MBLM studied various brands and how our emotions play into our interactions with them. Disney was number 6 on last year’s list, but has gone up to number 1 in the Brand Intimacy 2017 Report.

Over 6,000 consumers responded in the survey and 54,000 brands from the U.S., Mexico, and UAE were evaluated. The goal of the study was “to understand better how emotions help to drive the relationship between consumers and brands, as well as to measure which brands are most successful at creating these strong brands.”

They studied “the emotional connection between consumers and brands, as well as the character and strength of the bond” and looked at “the nostalgia consumers have for a brand, how the brand exceeds consumer expectation, and the degree to which consumers feel connected and committed to it.”

Maria Natarellia, MBLM’s managing partner, said, “Disney resonated with this age group because they grew up with the brand. It has kept up with their changing interests and now includes popular franchises like Star Wars and Marvel. Disney is also a mainstay for young families.” He notes that much of the top of the list was made up by media and entertainment companies, which speaks to the generation’s “prevailing mood of escapism and the need for respite.”

The top 10 companies are:



  1. Disney
  2. Amazon
  3. Netflix
  4. Apple
  5. Nintendo
  6. Target
  7. Chevrolet
  8. Xbox
  9. Google
  10. YouTube

News source: Walt Disney Company and PR Newswire

Photo credit: Leah Zanolla


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