Updated: Jun 22
BrandTrends measurement covers individuals from 0 to 65 years old. This offers the opportunity to identify the most favorite brands worldwide among the total population.
And Marvel is far above other IPs, ranking first among both gender and age breaks.
The super-heroes’ franchise is more than twice preferred to Disney, with almost 1 individual 0 to 65 yo out of 5 mentioning it spontaneously as their most favorite brand.
If the ranking slightly differs across gender, Marvel keeps its leadership. Disney and Harry Potter complete the podium among women. DC Comics ranks second among men, followed by Star Wars, confirming the attractiveness of super-powers.
This preference starts early, Marvel being also the most favorite brand among 0 to 14 yo – again far above the challengers Disney and Lego.
Adults 26-65 also acclaim the creator of Spider-Man and Avengers, making it their top brand across genders.
The great performance of Marvel is sustained by the streaming consumption and raise of Disney+, but also by continuous news and movies popping up. This supports the full franchise, which multiplies communication opportunities.
If movies and actors play a major role in Marvel success, licensing is the main reason for preferring the brand.
Winning licensing partnerships have made Marvel fashionable. This makes the brand attractive, even among those who are not fan of super-heroes.
This also multiplies opportunities to reach new consumers and settle the virtuous circle of success.
