In the 12 years of measuring intimate brands and their bonds with users, the MBLM Brand Intimacy study has evolved to include additional brands, industries, data, and insights.
According to MBLM, as the largest study of brands based on emotions, the report now leverages AI and big data, to study and rank over 600 of the world’s leading brands. This year, the MBLM Brand Intimacy Study includes 19 industries and adds additional topical industries like crypto, gaming, beauty, and sports leagues. The study analyzes 1.4 billion words applying keywords and social media mentions to each brand profile to add context and richness.
The enhanced study applies MBLM’s brand intimacy model with artificial intelligence (AI) to analyze more brands and data, assessing how consumers bond with the brands they use and love. For the second time since 2019, Disney ranked #1 in the 2022 Brand Intimacy Study.
MBLM states the study will be released in three waves with the first being top-performing brands. The second wave released will feature industry insights, and the third wave will focus on lifestyle implications. Among the brands highlighted in this report are Tesla, Apple, Sony, YouTube, Trader Joes, Sony, Netflix, Android, Mercedes, and Sega.
In its overall brand rankings, electronics companies fared well with Apple and Sony placing third and fourth respectively to compare favorably with notable companies such as Disney, Tesla and Trader Joe’s.