#11 Johnson & Johnson


Ranked in eleventh place, Johnson & Johnson’s brand family has an average Quotient Score of 38.7. Its strongest archetype is ritual. An average of 27% of consumers who use J&J’s portfolio of brands are intimate with them.

Data was sourced from our most recent Brand Intimacy Study. To be ranked as a brand family, conglomerates needed at least 3 portfolio brands in our study. See Brand Family Methodology.

Head to Head

In comparing Johnson & Johnson’s brand family and Unilever PLC, we see that Johnson & Johnson is stronger in the archetypes of fulfillment, enhancement, and ritual, while Unilever leads in identity, nostalgia, and indulgence. Johnson & Johnson also performs better in sharing, the earliest stage of Brand Intimacy, with Unilever stronger in bonding, the middle stage of Brand Intimacy.

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