Disney has ranked first for the second time since 2019 in MBLM’s 2022 Brand Intimacy Study, with Tesla landing second place.
Now in its twelfth year, the “Brand Intimacy Agency” study applies MBLM’s Brand Intimacy model with AI to analyse more brands and data, assessing how consumers interact with the brands they are loyal to.
“The Brand Intimacy 2022 Study contains the most comprehensive rankings of brands based on emotion,” MBLM said.
“The scale of the study included more than 600 brands and more than 1.4 billion words analyzed over 2021.”
Tesla and Apple landed second and third place, with three technology brands featured in the top 10, up from two in 2021. Sony, YouTube and Mercedes rank fourth, fifth and sixth and notably Netflix places eighth, moving up 6 ranks from fourteenth last year.
READ MORE: Havas campaign ‘Undercover Avatar’ named most awarded 2021 campaign
“We are thrilled to share the next generation of the Brand Intimacy study,” MBLM managing partner, Mario Natarelli, said.
“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.”
For the first time, the crypto and gaming industries were also included in the study, with Cardano ranking twenty-sixth and Bitcoin thirtieth.
Natarelli 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.”
Click here to sign up to Marketing Beat’s free daily email newsletter
