#9 Unilever PLC


The ninth-ranked brand family, Unilever PLC has an average Quotient Score of 39.8. Its strongest archetype is ritual. An average of 24% of consumers who use Unilever’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 Unilever PLC and Nestlé S.A., we see two closely matched brands. Unilever’s portfolio is slightly stronger in the archetypes of identity and enhancement while Nestlé’s brands are superior in fulfillment, nostalgia, and indulgence. Nestlé is stronger in the Brand Intimacy stages of sharing and bonding, but the two brands are almost evenly matched in fusing, the most advanced stage.

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