Tenet Partners today released its 2020 Top 100 Most Powerful Brands report, which ranks the strongest brands across 50 industries, including 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 report comes at a time of great market uncertainty during the current pandemic, and provides an insightful snapshot of brands’ standings pre-COVID.
Each year we create this report using data 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.
“What is interesting, and unique in modern history, is witnessing many industries face dramatic headwinds while others rise to newfound dominance,” said Hampton Bridwell, CEO at Tenet Partners. “It may take years to close the divides between the haves and have nots, if it’s even possible.”
The CoreBrand Index is the longest running study of corporate brands in the United States. For over 25 years, the research methodology has remained consistent, providing an unparralled view in the history and evolution of corporate brands through individual reputation crisis, mergers and acquisitions, new entrants and macro-economic cycles. The CoreBrand BrandPower score is the primary metric underpinning the BVAL Index. BVAL, traded on the NYSE, is the only ETF that seeks unrealized value of corporate brands that are part of the S&P 500.
Most Innovative Health Care Brands of 2020
- Johnson & Johnson
- Bristol Myers Squibb
Most Innovative Technology Brands of 2020
Most Innovative Financial Brands of 2020
- American Express
- Morgan Stanley
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 #Tenet100.
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.
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