#2 The Walt Disney Company


Ranking as the second most intimate brand family, The Walt Disney Company has an average Quotient Score of 55.2. Its strongest archetype is indulgence. An average of 35% of consumers who use The Walt Disney 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 Walt Disney Company and Unilever PLC, we see that the Disney brand family is notably stronger across all archetypes except ritual, in which Unilever’s portfolio is stronger. The Walt Disney Company also leads across all three Brand Intimacy stages.

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