New Study Breaks Down Disney’s Success in Brand Intimacy

For many Disney fans, the reason they love Disney so much is because of the emotion attached to it. They grew up watching Disney movies, going to the Disney parks, listening to Disney music, and generally feel a strong connection to the Disney brand. 

Partners Statue in Magic Kingdom

MBLM is a Brand Intimacy Agency that, for the past 12 years, puts out an annual Brand Intimacy Study that measures and analyzes companies’ abilities to bond with their customers.

Disney has ranked the highest in this year’s study (for the second time since 2019) amongst hundreds of other well-known brands.

Mickey Mouse!

According to the study, Disney relies most heavily on nostalgia when creating relationships with their customers. Other major archetypes for the Disney brand are fulfillment, indulgence, enhancement, ritual, and identity. Some of the keywords that Disney is identified with on social media platforms are endorse, love, and anticipation.

Festival of Fantasy Parade in Magic Kingdom

Some of the other brands surveyed include companies like Amazon, Taco Bell, Airbnb, Netflix, Tesla, and Apple. Behind Disney, Tesla and Apple came in second and third place, respectively. The research from this study will be released in three phases. The first phase, was the ranking of the brands. The second will include insights from the industry, and the third phase will take a look at unique features and perspectives from various brands.

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