You know that quote, right? From the popular Disney-branded Star Wars franchise. The franchise you hate more with every new episode – and continue to hate-watch anyway.
Obi-Wan was onto something. Just look at Disney. We found that more than a third (34.32%) of tweets about Disney were negative towards the brand – yet, Disney share prices rose 125% last year, even with its theme parks closed.
When you give in to hate, your tweets provide free publicity for the dark side (whatever you consider the dark side to be). And the brands we hate the most are often the least vanilla. Better to divide opinion than to inspire no opinion at all.
RAVE Reviews used the research tool SentiStrength to assess over a million brand-related tweets for positive or negative content. We calculated the hate rate (% of negative tweets) and ranked the brands by location and category to find the most hated brands in every country.
We used Google Keyword Planner to curate a list of 100 of the biggest global brands according to search volume. Then we scraped each one’s mentions from Twitter and assessed which brands got the most hate.