Disney ranked the most intimate brand among millennials, according to MBLM’s Brand Intimacy 2017 Report, which is the largest study of brands based on emotions. Brand intimacy is defined as a new paradigm that leverages and strengthens the emotional bonds between a person and a brand.
“Disney resonates 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,” stated Mario Natarelli, MBLM’s managing partner. “Interestingly, five out of the top 10 brands for millennials are in the media & entertainment industry, which we believe reflects the prevailing mood of escapism and the need for respite.”
Following Disney, Amazon and Netflix ranked as the second and third most intimate brands for millennials. Comparatively, in MBLM’s 2015 report, Amazon placed first, followed by Apple and PlayStation.
The other brands that round out the top 10 are: Apple, Nintendo, Target, Chevrolet, Xbox, Google and YouTube.
The Brand Intimacy 2017 Report analyzes the responses of 6,000 consumers and 54,000 brand evaluations in the U.S., Mexico and UAE. The full report will be released on January 18, 2017.
