Author: Tenet

  • PepsiCo: #8 Most Powerful Brand of 2015

    Top 10 Most Powerful Brands of 2015

    #8 PepsiCo

    PepsiCo Inc., the world’s largest snack maker and second-largest beverage company, fell one place to number eight this year. A diverse portfolio of high-profile brands, including its namesake soda, Gatorade, Mountain Dew, Tropicana, Fritos, Lays, Cheetos and Quaker Oats has significantly helped the company in recent quarters. PepsiCo’s snack business is a key driver of the company’s continued success, contributing to nearly half of its net sales. The company has long championed the adoption of new technologies, digital innovation and customer engagement as consumers continue to change the way the engage with media. For example, Frito-Lay’s “Crash the Super Bowl” customer contest, launched in 2006, has been a wild success and has resulted in some of the most memorable Super Bowl ads – content co-created by the customers themselves. The contest was opened up to international consumers in 2014, generating thousands of entries.

  • Microsoft: #7 Most Powerful Brand of 2015

    Top 10 Most Powerful Brands of 2015

    #7 Microsoft

    Microsoft re-enters the Top 10 Most Powerful Brands this year, having jumped from its eleventh-place a year ago. Satya Nadella, Microsoft’s newly appointed CEO, is on the brink of successfully turning the fallen brand back into the technology powerhouse, which prospered under the leadership of Bill Gates. Since being named CEO in February 2014, Nadella has made a concerted effort to build Microsoft’s cloud and mobile business, including the introduction of new versions of its Office suite to reflect customers’ increasing preference for mobile devices over PCs. During the first quarter of 2015, the company posted an impressive triple-digit growth in its cloud services, which include its Azure cloud platform, Dynamics CRM service and Office 365 productivity suite for enterprise.

  • Johnson & Johnson: #6 Most Powerful Brand of 2015

    Top 10 Most Powerful Brands of 2015

    #6 Johnson & Johnson

    Johnson & Johnson, one of the world’s largest healthcare manufacturers, dropped two places in the Most Powerful Brands rankings. For over a hundred years, the company has built a strong reputation as the maker of iconic products like Band-Aids, Baby Shampoo and Tylenol. The company is innovating in ways that may cast it in a new light, having joined forces with Google to develop a robotic-assisted surgery platform. However, J&J’s reputation has been hurt by serious questions about the quality of some products in recent years. Since 2009, J&J has recalled millions of bottles of Tylenol, Benadryl, Motrin and Zyrtec. The recalls prompted J&J to shut down a factory and have cost it more than $1 billion in lost sales.

  • Apple: #5 Most Powerful Brand of 2015

    Top 10 Most Powerful Brands of 2015

    #5 Apple

    The tech giant jumped five places this year and rounds out the top five Most Powerful Brands. Both its Familiarity and Favorability scores have increased, due in large part to its innovative products and outstanding market performance. The company’s market capitalization reached a record high, breaking the $700 billion mark this last year. According to a survey of Apple analysts conducted by Fortune, the company expects to sell an estimated 22.6 million units of the Apple Watch in 2015. Apple’s new head of retail (former Burberry CEO) Angela Ahrendts favored a new approach to launching the highly anticipated wearable. In an Apple first, she encouraged customers to “get in line online” and forgo the crowds and in-store experience to purchase the Apple Watch.

  • Walt Disney: #4 Most Powerful Brand of 2015

    Top 10 Most Powerful Brands of 2015

    #4 Walt Disney

    The Walt Disney Company climbed two spots this year, with a BrandPower score at its highest level since 2009, reflecting a decade of good leadership and smart brand investment. Under CEO Robert Iger, the global media giant mended its once contentious relationship with Pixar and bought the company in 2006. Other notable acquisitions made during his tenure include Marvel Entertainment in 2009, and Lucasfilm in 2012. A key part of Disney’s strategy is investing in blockbuster storylines that can be leveraged across its multiple business units. Case in the point: The box office success of Frozen, which went on to win an Oscar and become the highest grossing animated feature of all time, also helped to bring in more than $1 billion in retail revenue over the last year.

  • Bayer: #3 Most Powerful Brand of 2015

    Top 10 Most Powerful Brands of 2015

    #3 Bayer

    Over the past few years, Bayer’s BrandPower score has been on the rise – having jumped eight places since 2010. That soon may change, however. While its Familiarity (degree of awareness) score has remained stable year-over-year, Bayer has experienced a steep decline in Favorability (positive perception). This is a noticeable red flag, indicating that the pharmaceutical and chemical company’s overall corporate reputation – the perception of its management, its ability to drive growth and secure earnings into the future – is not as strong as in years past.

  • Hershey: #2 Most Powerful Brand of 2015

    Top 10 Most Powerful Brands of 2015

    #2 Hershey

    Strong communications investment including heavy TV advertising and a refresh to its corporate brand identity – a move Hershey claims will help strengthen its leadership position for the next 100 years – helped keep the famed candy company at #2. The maker of iconic brands such as Reese’s, Kisses, York Peppermint Patties, Twizzlers and Almond Joy also enjoys a positive market perception through efforts such as responsible ingredient sourcing and initiatives to improve the lives of cocoa farmers. The company is a regular recipient of awards and recognition for sustainability and good corporate citizenship.

  • Coca-Cola: #1 Most Powerful Brand of 2015

    Top 10 Most Powerful Brands of 2015

    #1 Coca-Cola

    Tenet Partners’ #1 Most Powerful Brand since the ranking debuted in 2008. The 125 year-old Coca-Cola Company never rests on its laurels and continues to evolve around the ever-changing needs and wants of consumers. After falling 11 years in a row, Coke’s U.S. soft-drink volumes rose 2.5% last summer, thanks in part to the hit “Share a Coke” campaign that will return this year. Also, last year, the company responded to health-conscious consumers by introducing Coca-Cola Life, a reduced-calorie cola naturally sweetened with cane sugar and stevia leaf extract.

  • Introducing Tenet Brand Performance Dashboard

    Executives are increasingly faced with how to prepare for board meetings, annual budget planning, quarterly updates, licensing opportunities, investor presentations and M&A negotiations. The agility needed and time pressures required to respond are growing with each year.

    Customized for your business

    The Brand Performance Dashboard is a highly flexible platform. It can be customized specially to measure your brand vs. benchmark companies you select, among internal and external audiences of greatest interest to your organization.

    Schedule just a few minutes for a demo and we’ll show you how the Brand Performance Dashboard can create business value for your organization.

    Please contact:

    Brad Puckey
    Tenet Partners
    Partner, CoreBrand Analytics
    [bpuckey@tenetpartners.com](mailto:bpuckey@tenetpartners.com)
    (212) 329-3043

    Or fill out this form and I’ll get back to you.

  • Data Science

    When you fully unlock data’s potential you can pivot from hindsight to foresight. That’s the path to exceptional brand performance, and data science is the key.

    Customer and operational data is everywhere, but much of its value goes untapped. Tenet’s data science practice takes artificial intelligence, machine learning and natural language processing and links them to interconnected analytic models.

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