Disney Tops MBLM’s Brand Intimacy 2019 Study

MBLM’s Brand Intimacy 2019 Study names Disney as the most ‘intimate’ band.

A ranking of brands according to emotion, the survey evaluated feedback from 6,200 consumers across a range of 15 industries in the US, Mexico and the UAE to acquire an understanding of consumer relationships.

Describing itself as “a new paradigm in marketing”, MBLM bases its extensive study in the emotional responses of customers, exploring demographics and establishing which brands are most adept at building bonds with which customers.

It was Disney’s nostalgic connotations and the attachment people feel for the brand across a range of age groups that moved the company up four placements from last year, overtaking Apple.

In a press release, Mario Natarelli, managing partner at MBLM said:

“We know that customers who form strong emotional bonds with brands are willing to pay more and are less willing to live without them. Insights from our annual ranking of brands are providing lessons and new strategies for business leaders and marketers. Our demand for escapism and our collective need for a distraction from reality is factoring heavily in the brands that rose in 2019.”

The survey identified millennials and the 35-54 age group as being more invested in entertainment and media brands, while Disney was most popular with the younger demographics.

The Walt Disney Company was ranked No. 4 on Fortune’s ‘World’s Most Admired Companies’ earlier this year, as well as making it to number 4 on Forbes’ list of the World’s Best Employers for 2018, and to the top of Forbes’ list of the World’s Best Regarded Companies for 2018.