“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.” Here’s a visualization of the most hated brands. In most cases, being one of the most loved brands is a price of admission to the contest.