- Full list
The Top 100 Most Powerful Brands of 2019
Download the full report for an inside look at this year’s findings, including sector trends and analysis of the Top 100 brands. See which companies are climbing their way to the top, which fell off, and the brands poised to outpace the competition.
- TENET COREBRAND DATA IN ACTION
Using our data to power a market index
See how Brandometry leverages our data, pioneering a new, non-traditional index based on “Brand”.
- A Foundational Value
Culture of Innovation
Whether invigorating established business segments with fresh ideas or inventing entirely new business categories, innovation has become a foundational value for today’s successful corporations.
- THE POWER OF BRANDS
A message from our CEO
This is a tumultuous time for corporate brands and leaders navigating the ever- growing complexities of global markets. Learn more.
- BrandPower
Frequently Asked Questions
Learn how we determine BrandPower, Brand Valuation, and what sets our ranking apart from the competition.
- Press Room
Key takeaways for 2019
- Read our press release
- The Top 100 Most Powerful Brands logo
- Charts
- Download the full report
Category: Perspectives
We think about brands and their impact on business…all day, every day. About the issues, the trends, the opportunities. About how the world is changing and what it takes for clients to succeed.
The Innovation Challenge: Better Decision-Making for Better Outcomes
Innovation is the fuel that propels the most successful companies forward. However, innovation is not an easy endeavor for companies to take on. There are many moving parts. Such a melding of art and science. How does one who oversees a brand provide the focus, the energy and the tools required to make innovation work?
In this white paper, we explore the critical role decision-making plays in achieving innovation success. Every decision can alter the trajectory of a project, whether it’s about redesigning a digital interface, brand imagery or a physical package. There are proven ways to keep innovation efforts on the right track. Here we discuss our four key “pivot points” for good decision-making to help you achieve better innovation outcomes.
To download a free copy of this white paper, please fill out the form below:
Crafting a signature brand experience
The way customers experience brands from end to end is more important than ever. But what’s the best way to craft an experience that’s unique?
Many leading brands are starting to turn to design thinking as a way to create all-encompassing brand experiences. When executed well, this approach is very effective—but getting it right can be challenging.
In this white paper we explore the application of design thinking through Tenet’s proven Co-Magination® methodologies for rapid, collaborative solution development. Through Co-Magination, our clients are able to fast-track the creation of viable, sustainable signature experiences that truly differentiate their brands.
Our brand and innovation experts give insight into:
- What is a signature brand experience and why is it important?
- What are the most important best practices for crafting a signature brand experience?
- What is design thinking and how can it help to capture every aspect of the brand experience?
- How do Tenet’s Co-Magination methodologies enhance design thinking to make it more efficient and effective?
To download a free copy of this white paper, please fill out the form below:
Branding a spin-off: Three big risks and how to handle them
Creating a new brand is, more often than not, a very complex undertaking. A large number of tasks and critical decisions face brand strategists and there is precious little room for error. The list is long and includes everything from critical elements like name choice and trademark to brand platform and positioning to visual identity decisions. There are also many work streams to coordinate: research, strategy, graphic design, messaging, communications materials, web development and digital outreach, and on and on.
Of all of these, however, we feel that properly and carefully addressing and engaging key audiences throughout the process should be at the top of the list.
In our decades of experience helping companies of all sizes launch new brands, Tenet has identified three overarching issues that must be dealt with in spin-off situations.
To download a free copy of this report, please fill out the form below:
Brand Innovation 2018 – Trends To Watch
Some of today’s most powerful brands are prioritizing innovation as a critical source of differentiation. It’s a macro shift that goes much deeper than chasing the latest fad in an attempt to rise above the competition. These brands go much deeper by fostering a deep-seated culture of innovation that extends across the enterprise.
Innovation leaders are thinking deeply about how products, services and experiences impact their customers. They’re connecting the dots in new ways and gaining real traction as a result. These enterprises disrupt markets and create new spaces through product innovation, service design, new business models and engagement strategies.
See what companies landed a spot on our Top 25 Most Innovative Brands list. Also, learn some of the innovations transforming today’s business and industries.
To get your free copy of this report, please fill out the form below:
When digital barriers loom, brand can be your best defense
In 2018, technology companies with an eye on the long-term health of their businesses are set to aggressively change the way their products and services work. As a result of this shift, marketers will find it much more difficult to be present in the digital spaces consumers look to for information.
The results of these changes represent very real business threats, but there are ways your organization can mitigate the impact.
In our latest white paper, we explore three ways to build the brand recognition and hallmarks of trust that are critical to defending your position in the digital space for 2018.
To download a free copy of this white paper, please fill out the form below:
The Top 100 Most Powerful Brands of 2017
Top 100 Most Powerful Brands of 2017
Each year, Tenet Partners analyzes the data in the CoreBrand® Index (CBI) to determine the Top 100 Most Powerful Brands based on high awareness and positive brand perceptions. 2017 marks the tenth year of the report. For a comprehensive look at this year’s findings, including sector trends and analysis, download the full report.
| Company | BrandPower Rank | vs. 2016 | Industry | Familiarity | Favorability |
|---|---|---|---|---|---|
| Coca-Cola | 1 | 0 | Beverages | 0 | -1 |
| Hershey | 2 | 0 | Food | -1 | -1 |
| Bayer | 3 | 0 | Chemicals | 0 | 0 |
| Apple | 4 | +1 | Computers & Peripherals | +1 | 0 |
| Walt Disney | 5 | -1 | Hotel & Entertainment | 0 | -1 |
| Microsoft | 6 | 0 | Computer Software | 0 | +1 |
| PepsiCo | 7 | 0 | Beverages | +1 | -1 |
| Johnson & Johnson | 8 | 0 | Medical | 0 | 0 |
| Google – Alphabet Corp. | 9 | +1 | Internet | 0 | +1 |
| American Express | 10 | -1 | Financial | 0 | -1 |
| Visa | 11 | +2 | Financial | 0 | -1 |
| Harley-Davidson | 12 | -1 | Automotive | -1 | -1 |
| Kellogg | 13 | -1 | Food | 0 | -1 |
| Mastercard | 14 | 0 | Financial | 0 | -1 |
| General Mills | 15 | +1 | Food | 0 | -1 |
| Colgate-Palmolive | 16 | +1 | Household | -1 | -1 |
| McDonald’s | 17 | -2 | Restaurants | 0 | -1 |
| IBM | 18 | +6 | Consulting | +1 | -1 |
| Campbell Soup | 19 | 0 | Food | 0 | + |
| General Electric | 20 | -2 | Electronics | -1 | -1 |
| Yahoo | 21 | +1 | Internet | +1 | -1 |
| BMW | 22 | -2 | Automotive | 0 | -1 |
| Starbucks | 23 | -2 | Restaurants | -1 | -1 |
| Exxon Mobil | 24 | -1 | Petroleum Refining | 0 | -1 |
| eBay | 25 | +4 | Internet | -1 | +1 |
| Sony | 26 | +1 | Electronics | -1 | -1 |
| Nestlé | 27 | -1 | Food | -1 | +1 |
| Whirlpool | 28 | +2 | Home Appliances | +1 | 0 |
| Amazon | 29 | +25 | Internet | +1 | +1 |
| Revlon | 30 | -2 | Household | 0 | -1 |
| AT&T | 31 | +2 | Telecom | -1 | +1 |
| Nike | 32 | +2 | Athletic | +1 | -1 |
| Estée Lauder | 33 | -2 | Household | 0 | -1 |
| FedEx | 34 | -9 | Transport | -1 | -1 |
| Hilton Hotels & Resorts | 35 | +9 | Hotel & Entertainment | +1 | +1 |
| Barnes & Noble | 36 | -4 | Retailers | 0 | -1 |
| Clorox | 37 | +10 | Household | +1 | -1 |
| Morgan Stanley | 38 | +20 | Brokerage | 0 | +1 |
| Avon Products | 39 | -3 | Household | -1 | -1 |
| UPS | 40 | -5 | Transport | -1 | -1 |
| L’Oréal | 41 | +5 | Household | -1 | -1 |
| Kraft Foods | 42 | -4 | Food | +1 | -1 |
| Toyota | 43 | 0 | Automotive | -1 | -1 |
| Samsung | 44 | -5 | Semiconductors | +1 | -1 |
| Volkswagen | 45 | -8 | Automotive | -1 | -1 |
| Mattel | 46 | -4 | Hotel & Entertainment | 0 | -1 |
| Walmart | 47 | +6 | Retailers | 0 | +1 |
| Walgreens | 48 | -7 | Pharmacy Serv. | 0 | -1 |
| Sharp | 49 | +1 | Electronics | -1 | 0 |
| Target | 50 | -5 | Retailers | 0 | -1 |
| Honda | 51 | -11 | Automotive | -1 | -1 |
| Procter & Gamble | 52 | +8 | Household | -1 | -1 |
| Volvo | 53 | -2 | Automotive | 0 | -1 |
| Lowe’s | 54 | -6 | Retailers | -1 | -1 |
| Ford Motor | 55 | -3 | Automotive | -1 | -1 |
| Home Depot | 56 | 0 | Retailers | -1 | -1 |
| Gap | 57 | -2 | Retailers | -1 | -1 |
| Bank of America | 58 | +10 | Commercial Banks | +1 | +1 |
| Sunoco | 59 | -10 | Petroleum Refining | -1 | -1 |
| Boeing | 60 | +2 | Aerospace | -1 | -1 |
| Wendy’s | 61 | -4 | Restaurants | 0 | -1 |
| Eastman Kodak | 62 | -2 | Photography | -1 | -1 |
| Panasonic | 63 | +1 | Electronics | -1 | 0 |
| Hewlett-Packard | 64 | -1 | Computers & Peripherals | +1 | -1 |
| Goodyear Tire & Rubber | 65 | 0 | Rubber & Plastics | 0 | -1 |
| Bed Bath & Beyond | 66 | -5 | Retailers | -1 | -1 |
| Ralph Lauren | 67 | -1 | Apparel, Shoes | 0 | -1 |
| Bristol-Myers Squibb | 68 | +10 | Pharma | +1 | +1 |
| Anheuser-Busch InBev | 69 | +8 | Beverages | +1 | +1 |
| J.C. Penney | 70 | +2 | Retailers | 0 | +1 |
| Charles Schwab | 71 | -2 | Brokerage | 0 | 0 |
| General Motors | 72 | +2 | Automotive | 0 | +1 |
| Yamaha | 73 | -2 | Automotive | -1 | +1 |
| Tyson Foods | 74 | -7 | Food | 0 | -1 |
| DuPont | 75 | -9 | Chemicals | -1 | +1 |
| CBS | 76 | -3 | Hotel & Entertainment | +1 | +1 |
| Kohl’s | 77 | -2 | Retailers | +1 | -1 |
| J.P. Morgan Chase | 78 | +3 | Commercial Banks | -1 | +1 |
| Capital One | 79 | +6 | Financial | 0 | +1 |
| La-Z-Boy | 80 | -4 | Furniture | +1 | -1 |
| Sherwin-Williams | 81 | -1 | Chemicals | 0 | -1 |
| Marriott | 82 | +2 | Hotel & Entertainment | 0 | 0 |
| New York Times | 83 | -10 | Publishing & Printing | +1 | -1 |
| Verizon | 84 | -14 | Telecom | 0 | -1 |
| Best Buy | 85 | +1 | Retailers | 0 | +1 |
| Intel | 86 | +12 | Semiconductors | +1 | +1 |
| Macy’s | 87 | +7 | Retailers | +1 | +1 |
| Michelin | 88 | +1 | Rubber & Plastics | +1 | -1 |
| American Airlines | 89 | +9 | Transport | 0 | +1 |
| Wells Fargo | 90 | +1 | Commercial Banks | +1 | -1 |
| Western Union | 91 | -8 | Financial | -1 | -1 |
| Costco Wholesale | 92 | -5 | Retailers | 0 | -1 |
| Tiffany & Co | 93 | +3 | Retailers | +1 | -1 |
| Nissan Motor | 94 | -6 | Automotive | -1 | -1 |
| Canon | 95 | +1 | Electronics | +1 | -1 |
| Sprint Nextel | 96 | +3 | Telecom | +1 | 0 |
| Bloomin’ Brands Inc. | 97 | -7 | Restaurants | 0 | -1 |
| Nintendo | 98 | -4 | Electronics | 0 | -1 |
| Allstate | 99 | -5 | Insurance | -1 | -1 |
| Foot Locker | 100 | +1 | Retailers | +1 | -1 |
Power Your Brand Forward
Focus on Innovation
Focus on Innovation
Increasingly, companies that succeed in disrupting their industry are innovators – especially in areas that go beyond product development, such as service delivery and customer experience.
Innovation plays a pivotal 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.
However, achieving innovation success does not come easy. In an age of hyper-connectivity, consumers have more control over what they hear and watch. With the tap of a finger, banner ads can be blocked on devices and commercials can be bypassed thanks to on-demand streaming services. This puts pressure on brands to design engagements that are relevant and meet the expectations of customers while also delivering a seamless experience on all channels.
Consumers also bring expectations from unexpected sources. They no longer think strictly in-category. When a brand delivers something of value to them, they expect other brands to do likewise – even when the industry is completely different.
How Important Is Innovation to a Brand?
Innovation is key in differentiating brands that offer similar products and services. A company that can demonstrate its innovation by positively impacting its customers’ lives raises perception of the brand as an expert and leader in its industry. An innovative product or service becomes just one part of a much more profound experience that can motivate customers towards a purchase for fear of missing out on something that will make them feel good and bring tremendous value. But, how can this be achieved?
The answer lies in how innovation is built into the daily life of the company and its employees. True innovators are customer-focused, agile and adaptable, co-creating with their audiences and expanding the meaning of “innovation” beyond the expected.
See who made the Top 40 Most Innovative Brands.
| Company | 2017 Innovation Rank | 2017 BrandPower Rank | Industry |
|---|---|---|---|
| Boeing | 19 | 60 | Aerospace |
| PepsiCo | 5 | 7 | Beverages |
| Coca-Cola | 7 | 1 | Beverages |
| Anheuser-Busch | 24 | 69 | Beverages |
| DuPont | 21 | 75 | Chemicals |
| Sherwin-Williams | 36 | 81 | Chemicals |
| Bank of America Corp. | 20 | 58 | Commercial Banks |
| J.P. Morgan Chase & Co. | 27 | 78 | Commercial Banks |
| Wells Fargo | 37 | 90 | Commercial Banks |
| Apple | 2 | 4 | Computers & Peripherals |
| HP Inc. | 28 | 64 | Computers & Peripherals |
| IBM | 3 | 18 | Consulting |
| Visa | 10 | 11 | Diversified Financial |
| American Express | 14 | 10 | Diversified Financial |
| MasterCard | 15 | 14 | Diversified Financial |
| General Electric | 25 | 20 | Electronics, Electrical Equipment |
| Hershey | 9 | 2 | Food |
| General Mills | 12 | 15 | Food |
| Campbell Soup | 17 | 19 | Food |
| Tyson Foods | 40 | 74 | Food |
| Whirlpool | 23 | 28 | Home Appliances |
| Walt Disney | 4 | 5 | Hotel & Entertainment |
| CBS | 26 | 76 | Hotel & Entertainment |
| eBay | 1 | 25 | Internet |
| Johnson & Johnson | 6 | 8 | Medical Supplies & Services |
| Harley-Davidson | 29 | 12 | Motor Vehicles |
| General Motors | 35 | 72 | Motor Vehicles |
| Ford Motor | 38 | 55 | Motor Vehicles |
| Bristol-Myers Squibb | 18 | 68 | Pharmaceuticals |
| New York Times | 34 | 83 | Publishing & Printing |
| Goodyear Tire & Rubber | 32 | 65 | Rubber & Plastics |
| Eastman Kodak | 31 | 62 | Scient, Photo, Cntr Eq |
| Intel | 13 | 86 | Semiconductors |
| Samsung | 30 | 44 | Semiconductors |
| AT&T | 16 | 31 | Telecommunications |
| Procter & Gamble | 8 | 52 | Toiletries, Household Products |
| Colgate-Palmolive | 11 | 16 | Toiletries, Household Products |
| Clorox | 22 | 37 | Toiletries, Household Products |
| Avon Products | 39 | 39 | Toiletries, Household Products |
| FedEx | 33 | 34 | Transportation |
A message from our CEO and Chairman
A message from our CEO and Chairman
Welcome to Tenet’s 2017 Top 100 Most Powerful Brands report.
We’re living in a time of blurred lines. Collisions of corporate brands, and industries, that rarely compete are increasingly common. At the same time, the meteoric rise of convergent brands, innovating and engaging in new ways to redefine entire industries is complicating the business landscape. Amazon, for example, is hard to put neatly into any one box. It’s into e-commerce, physical retail, technology infrastructure, media, electronic hardware, logistics… and the list goes on.
The factors driving this kind of wide-ranging innovation and disruption have significant implications for how leaders build and manage their brands to compete. It’s clear that management and accounting systems are not keeping up and must change quickly to comprehend the enormous value of brands and the diverse landscape in which they must function.
Innovation and disruption-driven opportunities have surfaced for investors too. Analysts are waking up to the reality that brands represent a significant component of enterprise value. Yet, few tools are available to incorporate a brand’s intangible value into their analysis.
Answering a single question: “What does a brand contribute to a company’s value?” has more significance than ever before. Tenet’s CoreBrand® data helps answer that question by tracking nearly 1,000 different companies across 50 industries. It is from this data that we derive the findings for the Top 100 Most Powerful Brands report.
That same CoreBrand 1000 Data is now delivering value to an increasing range of stakeholders. This year Exponential ETFs and Brandometry launched the new BVAL ETF based on the BTW50 index, giving investors a vehicle to leverage our research. This is an exciting new development, validating our belief in the power of brand data and analytics related to corporate performance.
Tenet is also bringing the benefits of brand data analytics to the boardroom. Providing insights into corporate brand performance and brand value is the mission of our CoreBrand Analytics practice. Its rolling quantitative research provides the only on-demand, dynamic corporate brand valuation and performance dashboard across all industries. And now we’re expanding our research, this year introducing a new Culture of Innovation metric to begin exploration of how this critical competitive element impacts the intangible value of brands.
With the publishing of our 10th annual report, we are more excited than ever to share that the Tenet CoreBrand 1000 is playing an essential role in helping business leaders and investors innovate in this rapidly evolving environment.
Hampton Bridwell
CEO, Tenet Partners
James Gregory
Chairman, Tenet Partners
