Disney Retains Top Spot as Costco Rises to Second in 2026 Brand Affinity Ranking
Disney maintained first place while Costco moved up to No. 2 in MBLM’s 2026 Brand Intimacy Study.
Disney held onto the leading position as Costco advanced to second place in MBLM’s 2026 Brand Intimacy Study. The annual ranking examines the connections consumers form with brands, placing Disney ahead of the membership warehouse retailer in the latest results.
Disney’s Enduring Lead
Disney’s first-place finish underscores the strength of its relationship with consumers. The study’s headline result also reflects the company’s broad cultural presence, although the source summary does not provide category scores, rankings for other brands or further details about Disney’s performance.
Costco Moves Up
Costco climbed to No. 2 in the 2026 study, strengthening its position among the brands examined by MBLM. Its rise indicates growing consumer affinity, but the available information does not specify which company held second place in the previous year or how the ranking was calculated.
What the Study Covers
MBLM’s Brand Intimacy Study evaluates how consumers relate to familiar companies. The latest results place Disney at the top and Costco immediately behind it, highlighting two brands with significant public recognition.
- Disney ranked first in the 2026 study.
- Costto rose to second place.
- MBLM evaluates emotional and relational connections between consumers and brands.
Beyond the top two companies, the source excerpt does not identify the remaining brands, their order or the methodology used for the 2026 edition. Full findings would provide a clearer view of how the companies were assessed and how the latest results compare with prior years.