Who Brands Blog
Stay informed with the latest articles about brand ownership, corporate structures, and consumer insights.
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Pop Culture
Brands Featured in Netflix Shows and Who Owns Them
AB InBev signed a sweeping deal with Netflix. Genesis partnered with The Hawk. State Farm and DoorDash appeared in Running Point. Discover which brands are in Netflix shows and who owns them. Explore our database.
Who Brands StaffAug 23, 2026
NetflixProduct PlacementBrand Ownership
Consumer Education
Why Younger Consumers Research Brand Ownership Before Buying
72% of Gen Z trust customer reviews over influencer content. 94% of brands score lower on trust with Gen Z. Discover why younger consumers research brand ownership before buying. Explore our database.
Who Brands StaffAug 22, 2026
Gen ZMillennialsBrand Ownership
Consumer Education
How Brand Transparency Is Changing Consumer Behaviour
60% of consumers actively avoid products with untrustworthy origins. 72% say supply chain transparency increases trust. 63% demand better transparency from brands. Discover how transparency is changing consumer behaviour. Explore our database.
Who Brands StaffAug 21, 2026
TransparencyConsumer BehaviourSupply Chain
Consumer Education
When Consumer Pressure Forces a Brand Ownership Change
Ben Cohen is calling for a boycott of Magnum's entire brand portfolio to force the sale of Ben & Jerry's. Can consumer pressure actually force a brand ownership change? Discover the evidence. Explore our database.
Who Brands StaffAug 19, 2026
Consumer PressureBoycottDivestment
Consumer Education
The Psychology of Brand Ownership: Why We Pick Sides
Brand identification predicts both brand love AND oppositional brand hate. But brand hate may backfire. Discover the psychology of brand ownership and why we pick sides. Explore our database.
Who Brands StaffAug 18, 2026
Consumer PsychologyBrand IdentityBrand Tribalism
Consumer Education
Why People Hate Big Companies But Love Their Brands
You hate Big Pharma but love Tom's of Maine, owned by Colgate-Palmolive. You reject Big Soap but love Burt's Bees, owned by Clorox. Discover why people hate big companies but love their brands. Explore our database.
Who Brands StaffAug 17, 2026
Consumer PsychologyCorporate TrustIllusion Of Choice
Consumer Education
Brand Loyalty vs Corporate Loyalty: Are They the Same Thing
63% of loyal consumers say their favourite brand shares their values. Only 51% of less loyal shoppers agree. Discover the difference between brand loyalty and corporate loyalty and why they are not the same. Explore our database.
Who Brands StaffAug 16, 2026
Brand LoyaltyCorporate LoyaltyConsumer Psychology
Consumer Education
Why People Feel Betrayed When Their Favourite Brand Gets Acquired
Everlane sold to Shein and customers called it the ultimate sellout. Research shows consumers react to acquisitions as a loss of brand values. Discover why people feel betrayed when their favourite brand gets acquired. Explore our database.
Who Brands StaffAug 14, 2026
Consumer PsychologyAcquisitionsBrand Loyalty
Industry Analysis
When Sponsorship Goes Wrong: Brand Ownership in the Fallout
PepsiCo and Diageo pulled out of Wireless Festival over Kanye West. Aston Villa's Visit Rwanda deal sparked sportswashing warnings. Discover what happens when sponsorship goes wrong. Explore our database.
Who Brands StaffAug 13, 2026
SponsorshipsPr CrisisSponsorship Scandal
Industry Analysis
Why Conglomerates Use Sponsorship to Keep Sub-Brands Visible
Unilever activates 35 brands at the FIFA World Cup. P&G runs dual-layer Olympic sponsorship. LVMH deploys 6 maisons through one F1 deal. Discover why conglomerates use sponsorship to keep sub-brands visible. Explore our database.
Who Brands StaffAug 12, 2026
SponsorshipsConglomeratesSub Brands
Industry Analysis
Music Festival Sponsors: The Parent Companies Behind Them
Coachella is owned by a billionaire oil heir. Lollapalooza by Live Nation. Glastonbury by a farmer. Discover the parent companies behind music festival sponsors and who really owns the festivals. Explore our database.
Who Brands StaffAug 11, 2026
Music FestivalsSponsorsLive Nation
Industry Analysis
How Sponsorship Deals Reveal Hidden Brand Ownership
Sela sponsored Newcastle, both owned by Saudi Arabia's PIF. Sponsorship deals reveal who really owns brands. Discover how sponsorship deals reveal hidden brand ownership and how to trace it. Explore our database.
Who Brands StaffAug 9, 2026
SponsorshipBrand OwnershipHidden Ownership