Source: Brand Finance
Notes: The success of the latest Star Wars movie has driven Walt Disney to the top of the list of this year’s “Most Powerful” brands, per BrandFinance, which ranks brands based on factors such as familiarity, loyalty, promotion, marketing investment, staff satisfaction and corporate reputation. Disney – in climbing from the #12 spot – supplanted last year’s leader, Lego, which moved down to a close second.
Several brands on the list were not in the top 10 last year, including Johnson’s (#7), NBC (#9) and Google (#10). Red Bull, Unilever, Burberry and Rolex were among those to fall out of the top 10.
Separately, Apple retained its position as the world’s most valuable brand by a sizable margin, with a 13.7% year-over-year increase in brand value. Google moved up a spot to the second position on the back of a 22.4% increase, leapfrogging Samsung. Amazon (#4) and Wells Fargo (#10) had the biggest year-over-year increases in brand value of those in the top 10, however, up 24.1% and 26.5% respectively.
About the Data: Brand Finance describes its brand strength methodology as follows:
“Brand Strength is the part of our analysis most directly and easily influenced by those responsible for marketing and brand management. In order to determine the strength of a brand we have developed the Brand Strength Index (BSI). We analyse marketing investment, brand equity (the goodwill accumulated with customers, staff and other stakeholders) and finally the impact of those on business performance. Following this analysis, each brand is assigned a BSI score out of 100, which is fed into the brand value calculation. Based on the score, each brand in the league table is assigned a rating between AAA+ and D in a format similar to a credit rating. AAA+ brands are exceptionally strong and well managed while a failing brand would be assigned a D grade.”