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Disney, Tesla, and Apple are the major brands people feel most intimately connected to, according to recent research from MBLM.

The report was based on an analysis of more than 600 well-known global brands across 19 industries. The researchers used AI to analyze more than 1.4 billion keywords and social media mentions of the brands to determine sentiment. Each brand was then assigned a Brand Intimacy Quotient score from 0 to 100, with a higher score reflecting a more intense emotional relationship (see the full methodology here).

Disney is the most "intimate" brand overall, the researchers found.

Tesla ranks second, followed by Apple, Sony, YouTube, Mercedes-Benz, Trader Joe's, Netflix, Android, and Sega.

10 brands people most intimately connect to in 2022

Among the industries examined, people feel most intimately connected to media/entertainment brands and tech/telecom brands.

Industries people most intimately connect to in 2022

Fostering intimate connections with people has a strong financial payoff, the researchers found. The top 20 brands on last year's brand intimacy list saw a 44% jump in their end-of-year stock prices between 2020 and 2021, compared with a 32% increase for companies on the Fortune 500 list.

Brand intimacy end-of-year stock prices vs Fortune 500

About the research: The report was based on an analysis of more than 600 major global brands across 19 industries. The researchers used AI to analyze more than 1.4 billion keywords and social media mentions of the brands to determine sentiment. Each brand was then assigned a Brand Intimacy Quotient score from 0 to 100, with a higher score reflecting a more intense emotional relationship (see the full methodology here).

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ABOUT THE AUTHOR

image of Ayaz Nanji

Ayaz Nanji is a digital strategist and a co-founder of ICW Media, a marketing agency specializing in content and social media services for tech firms. He is also a research writer for MarketingProfs. He has worked for Google/YouTube, the Travel Channel, AOL, and the New York Times.

LinkedIn: Ayaz Nanji

Twitter: @ayaznanji