Tenet Partners today released its 2019 Top 100 Most Powerful Brands report, which ranks the strongest brands in tech, food, retail, automotive and financial services. Companies that land a spot on this list have captured high awareness and positive brand perception in the marketplace.
The data used to create the report is from our CoreBrand Corporate Brand Index — an objective, quantitative benchmark study validated by the Marketing Accountability Standards Board (MASB).
We use quantitative research from 10,000 consumers and business decision makers to measure brand awareness (Familiarity) and perception (Favorability) for each company in our index, which is then combined to calculate a company’s brand strength, or, as we call it, “BrandPower.” Objective measurements of these metrics often provide meaningful indicators of a company’s management effectiveness, and therefore financial performance.
“A common thread running through these companies is an unrelenting embrace of data. For many of the companies that are lagging, closing the data gap is a daunting prospect,” said Hampton Bridwell, CEO at Tenet Partners. “Big tech companies are accelerating the digital economy at a blinding pace, bringing levels of capital investment that are hard to match.”
Most Innovative Financial Brands of 2019
- American Express
Innovation plays a critical role in the strength of a company’s brand. This is important because companies need innovation to sustain competitive advantage and long-term performance. Therefore, a culture of innovation that permeates the organization is a key factor driving brand success and creating solid brand equity.
In 2017, we introduced a new component, asking survey respondents to judge companies based on what they perceived as a culture of innovation. This innovation metric was applied to 160 companies across all industries for which data exists going back to the beginning of the CoreBrand Index over 25 years ago.
Most Innovative Food Brands of 2019
- General Mills
- Campbell Soup
“For innovation to be more than a buzzword, it must be supported and promoted by management and employees throughout a corporation’s culture,” said James Gregory, Chairman Emeritus at Tenet Partners. “This consistent Culture of Innovation (COI) can be seen in the ways a company puts a priority on advancing new ideas that will create value across all operations.”
Most Powerful Technology Brands of 2019
Most Powerful Retail Brands of 2019
- Barnes & Noble
To download the full report for a comprehensive look at this year’s findings, including analysis of the Top 100 brands, visit our website. To join the conversation on social media, use the hashtag #MPB100.
About Tenet Partners
Tenet Partners is a brand innovation firm that transforms organizations through a blend of research, strategy, design and technology. Our mission is to help companies create brand value and unlock real-time solutions and possibilities in today’s digital-driven and customer-focused world.
For more information, please contact:
Business Development and Marketing
+ 1 212 329-3166