#15 The Procter & Gamble Company


Ranked in fifteenth place, The Procter & Gamble Company’s brand family has an average Quotient Score of 36.2. Its strongest archetype is ritual. An average of 24% of consumers who use The Procter & Gamble Company’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 The Procter & Gamble Company with Jonhson & Johnson, we see P&G is stronger in the archetypes of identity, nostalgia, and indulgence, but J&J leads in fulfillment, enhancement, and ritual. Johnson & Johnson performs better in sharing, the earliest stage of Brand Intimacy, while The Procter & Gamble Company’s brands dominate in bonding and fusing.

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