Lego is back on top as the world’s “most powerful” brand, according to Brand Finance, which ranks brands based on factors such as familiarity, loyalty, promotion, marketing investment, staff satisfaction and corporate reputation. Lego regained the top spot it last had in 2015, with 2016’s leader Walt Disney falling to 6th in the rankings.
Three brands were new to the top 10 this year: Ferrari (#4), Visa (#5), and Johnson & Johnson (#9). They took the place of Johnson’s, L’OrÃ©al and Coca-Cola, which had been on last year’s list.
Among the brands who had been in the top 10 last year and this year, Google saw the biggest ranking climb, jumping from 10th to 2nd.
The more impressive result for Google pertained to the brand valuation rankings, though. With its brand value climbing by 24% (from $88.2 billion to $109.4 billion), Google overtook Apple as the world’s most valuable brand for the first time since 2011. The result was quite significant given that Apple’s brand value last year was about 65% higher than Google’s. But Google’s rise, coupled with Apple’s steep 27% decline (from $145.9 billion to $107.1 billion) resulted in a change at the top of the world’s most valuable brand rankings.
The rankings of the world’s 500 most valuable brands can be accessed here.
About the Data: Brand Finance has described its brand strength methodology (for the “most powerful” brands 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.”