The Top 100 Most Powerful Brands of 2016

Posted on November 30, 2022December 29, 2022 by Tenet Admin

Top 100 Most Powerful Brands of 2016

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. 2016 marks the ninth year of the report. For a comprehensive look at this year’s findings, including sector trends and analysis, download the full report.

Higher rank vs. 2015
Lower rank vs. 2015
Change of less than +/-2 or fewer ranks year-over-year

Company	BrandPower Rank	vs. 2015	Industry	Familiarity	Favorability
Coca-Cola	1	0	Beverages	0	0
Hershey	2	0	Food	0	0
Bayer	3	0	Chemicals	0	+1
Walt Disney	4	0	Hotel & Entertainment	0	+1
Apple	5	0	Computers & Peripherals	0	+1
Microsoft	6	+1	Computer Software	0	0
PepsiCo	7	0	Beverages	+1	0
Johnson & Johnson	8	-2	Medical	0	0
American Express	9	0	Financial	0	0
Google – Alphabet Corp.	10	+5	Internet	+1	+1
Harley-Davidson	11	-1	Automotive	0	0
Kellogg	12	-1	Food	0	0
Visa	13	0	Financial	0	0
Mastercard	14	0	Financial	0	+1
McDonald’s	15	-3	Restaurants	0	0
General Mills	16	0	Food	0	0
Colgate-Palmolive	17	+2	Household	0	0
General Electric	18	-1	Electronics	0	0
Campbell Soup	19	-1	Food	0	0
BMW	20	+1	Automotive	+1	0
Starbucks	21	-1	Restaurants	0	0
Yahoo	22	0	Internet	0	0
Exxon Mobil	23	+1	Petroleum Refining	+1	0
IBM	24	+8	Consulting	+1	0
FedEx	25	-2	Transport	+1	0
Nestlé	26	+2	Food	0	+1
Sony	27	0	Electronics	0	0
Revlon	28	-2	Household	0	0
eBay	29	+11	Internet	+1	+1
Whirlpool	30	+5	Home Appliances	+1	0
Estée Lauder	31	-6	Household	0	0
Barnes & Noble	32	-3	Retailers	0	0
AT&T	33	-3	Telecom	0	0
Nike	34	+4	Athletic	+1	0
UPS	35	-1	Transport	0	0
Avon Products	36	+1	Household	0	0
Volkswagen	37	-6	Automotive	0	0
Kraft Foods	38	+3	Food	0	0
Samsung	39	+9	Semiconductors	+1	+1
Honda	40	-4	Automotive	0	0
Walgreens	41	-8	Pharmacy Serv.	0	0
Mattel	42	-3	Hotel & Entertainment	+1	0
Toyota	43	-1	Automotive	0	0
Hilton Hotels & Resorts	44	+6	Hotel & Entertainment	+1	+1
Target	45	0	Retailers	0	0
L’Oréal	46	0	Household	0	0
Clorox	47	+11	Household	+1	+1
Lowe’s	48	-5	Retailers	0	0
Sunoco	49	0	Petroleum Refining	+1	0
Sharp	50	+4	Electronics	+1	+1
Volvo	51	-7	Automotive	0	0
Ford Motor	52	-1	Automotive	+1	0
Walmart	53	-2	Retailers	+1	0
Amazon	54	+15	Internet	+1	+1
Gap	55	-3	Retailers	0	0
Home Depot	56	-3	Retailers	0	0
Wendy’s	57	-1	Restaurants	0	0
Morgan Stanley	58	+2	Brokerage	0	+1
Eastman Kodak	59	-12	Photography	0	-1
Procter & Gamble	60	-1	Household	0	+1
Bed Bath & Beyond	61	-4	Retailers	0	0
Boeing	62	-1	Aerospace	0	+1
Hewlett-Packard	63	0	Computers & Peripherals	+1	0
Panasonic	64	0	Electronics	0	+1
Goodyear Tire & Rubber	65	+1	Rubber & Plastics	+1	0
Ralph Lauren	66	-4	Apparel, Shoes	+1	0
Tyson Foods	67	0	Food	+1	0
Bank of America	68	+12	Commercial Banks	+1	+1
Charles Schwab	69	-1	Brokerage	0	+1
Verizon	70	+4	Telecom	+1	0
Yamaha	71	+5	Automotive	+1	0
J.C. Penney	72	+3	Retailers	0	+1
New York Times	73	-3	Publishing & Printing	0	0
General Motors	74	-9	Automotive	0	0
Kohl’s	75	-3	Retailers	+1	0
La-Z-Boy	76	+1	Furniture	+1	0
Anheuser-Busch InBev	77	+1	Beverages	+1	0
Bristol-Myers Squibb	78	+3	Pharma	0	+1
CBS	79	-6	Hotel & Entertainment	0	0
Time Warner	80	+7	Hotel & Entertainment	+1	+1
Marriott	81	+3	Hotel & Entertainment	0	+1
J.P. Morgan Chase	82	+3	Commercial Banks	0	+1
Sherwin-Williams	83	-4	Chemicals	+1	0
Western Union	84	-13	Financial	-1	0
DuPont	85	-2	Chemicals	+1	0
Capital One	86	+7	Financial	+1	+1
Best Buy	87	+4	Retailers	0	+1
Costco Wholesale	88	+2	Retailers	0	+1
Nissan Motor	89	-1	Automotive	+1	0
Michelin	90	+4	Rubber & Plastics	+1	0
Bloomin’ Brands Inc.	91	-5	Restaurants	+1	0
Wells Fargo	92	+10	Commercial Banks	+1	+1
Allstate	93	-4	Insurance	0	0
Nintendo	94	-12	Electronics	0	0
Macy’s	95	+12	Retailers	+1	+1
Tiffany & Co	96	-4	Retailers	+1	0
Canon	97	+6	Electronics	+1	+1
Intel	98	+1	Semiconductors	+1	0
American Airlines	99	+9	Transport	0	+1
Sprint Nextel	100	-3	Telecom	+1	+1

Your brand’s value

Posted on November 30, 2022December 28, 2022 by Tenet Admin

Invest in your brand. Invest in your future.

Posted on November 30, 2022December 28, 2022 by Tenet Admin

Invest in Your Brand. Invest in Your Future.

Understanding Brand Value Creation

A company’s brand is one of their most, if not the most, valuable asset they have. As an emerging example, companies such as Uber and Airbnb depend on the power of the brand to drive their business growth. To many, the brand is the company itself (Coke, GE, Nike, Mastercard), as it represents the myriad factors that contribute to its success. A brand is driven by the perceptions customers have adopted based upon its reputation, its favorability, and its perceived value. And these factors are driven by most everything a company does from the story it tells to the core values that define it, from the way it manages its daily operations to its ability to live up to its promises, from how it positions itself in the marketplace to how it meets consumer expectations – the very essence of a company becomes inextricably bound to its brand.

When a company gets it right—trust, affinity and allegiance are born— critical factors in driving favorable consumer and investor behavior.

When a company understands the role the brand plays in driving its success, it is better positioned to target and remedy weaknesses, and maximizes brand-building opportunities. At Tenet Partners, we’re able to derive the intelligence and insights necessary to measure a brand’s value with a precision that allows a company to shape it, manage it, increase its value and gain the competitive advantage over time.

The most powerful brands of 2016 accomplish this by:

Aligning business strategy, brand innovation and marketing efforts.
Creating brand clarity through a well-defined ‘story’ throughout all communication channels —consumers, employees and investors.
Possessing an unwavering commitment to delivering consistent results for customers over time.

Tenet Partners has developed a standard set of CoreBrand metrics and reporting methods that, in combination with our custom research and advisory services, allow us to more precisely identify specific strategies to increase a company’s ‘brand power.’

The data we use to create Tenet’s Top 100 report for 2016 is collected throughout the 2015 calendar year, and is derived from our CoreBrand Index. Insights are gleaned from surveying and analyzing approximately 1,000 different companies across 50 industries each year for over 25 years.

Tenet is the only company that provides digital access to consistent, highly stable, tracking data that spans decades. Quantitative research from 10,000 consumers and business decision makers 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.”

Tenet’s Top 100 Most Powerful Brands of 2016 highlights the strongest brands we’ve tracked throughout the year. The companies that make it on our list have captured high awareness (Familiarity), and positive brand perception (Favorability) in the marketplace. Objective measurements of these core brand metrics often provide meaningful indicators of a company’s management effectiveness, and therefore financial performance.

It is important to note that Tenet’s CoreBrand Index is not a brand value ranking. Though brand valuation is an important metric for ongoing management of a brand; looking solely at brand valuation cannot illustrate the effectiveness of brand management. Many well-managed brands can have a lower brand value for a number of reasons. To this end, the CoreBrand Index is a reflection of excellent brand management.

Our report findings are based upon a full calendar year of data to support our brand rankings, which include over 10,000 interviews with influential decision makers with broad reach. Survey participants hail from the top 20% of corporations in the United States (based on revenue), are carefully screened, and represent investment communities, potential business partners and business customers and highly engaged consumers.

A message from our CEO and Chairman

Posted on November 30, 2022December 29, 2022 by Tenet Admin

A message from our CEO and Chairman

Welcome to Tenet’s 2016 Top 100 Most Powerful Brands report.

The contribution that ‘intangible assets’ make to the US economy is undeniable. In fact, recent studies show that roughly 84% of the value of the S&P 500 is made up of intangible assets including corporate brands.^*

Although a company’s brand is considered an intangible asset with significant value, the value of a brand is not calculated on the corporate balance sheet until it is bought or sold. Most companies will at some point be acquired, merge, or buy other companies – but until one these events happen, brands are not managed as a balance sheet asset. Further to this point, leading companies invest significant resources in their brand-building initiatives, but management and investors don’t have a clear view into the brand and the true impact it has on the company’s value. Without question, management, boards and investors must understand how brand performance is linked to business performance and value creation.

To help companies determine their corporate brand performance and brand value, Tenet’s CoreBrand^® Index (CBI) was created to answer a single question – “What does a brand contribute to a company’s value?” Today, our CoreBrand Index is the only research methodology and analytical model that yields data from a continuous examination of a company’s brand and the factors that contribute to enterprise value.

Every year of over 25 consecutive years, we track nearly 1,000 different companies across 50 industries to develop the benchmark data for our CoreBrand Index. It is from this data that we derive the findings for our annual Top 100 Most Powerful Brands report. 2016 marks our 9th annual publication of this ranking.

This also marks a milestone for Tenet and the world of branding and marketing. CoreBrand Data provides the foundation for the first ever investable Index that identifies stocks that are exhibiting a discount of brand and intangible asset value to market capitalization. Developed by BrandTransact^® Worldwide, the launch of the BrandTransact^® 50 (BTW50) is a watershed moment, and we are proud to be a key partner in helping investors tap into unrealized value of companies whose share value has not yet been fully recognized by the US markets. Over a five-year period through August 2015, the BTW50 Index outperformed the S&P 500 by over 500 basis points.

We hope this report and the case studies within provide a deeper understanding of key trends for individual companies, for different sectors, and for the market as a whole. Ultimately our mission is to help executives and investors gain the knowledge they need to unlock the power of a company’s most important asset – their brand.

Congratulations to the Top 100 Most Powerful Brands of 2016.

Hampton Bridwell
CEO, Tenet Partners

James Gregory
Chairman, Tenet Partners

^* (Source: Ocean Tomo, LLC)

Frequently Asked Questions

Posted on November 30, 2022December 28, 2022 by Tenet Admin

Frequently Asked Questions

How does Tenet Partners determine the Top 100 Most Powerful Brands?

Tenet derives its annual Top 100 Most Powerful Brands from its quantitative database – the CoreBrand Index (CBI) – the results from continuous benchmark tracking via surveys of nearly 1,000 different companies across 50 industries for over 25 years.

Each year, we survey approximately ten thousand influential decision makers on two key metrics: Familiarity and Favorability. Familiarity measures awareness of the brand. Favorability measures the perception of the brand, based on how it performs on various attributes.

**Familiarity** – This component is a weighted percentage of survey respondents who are familiar with the brand being evaluated. Familiarity is rated on a five-point scale. Respondents are considered to be familiar with a brand if they state that they know more than just the company name. Familiarity scores can range from 0 to 100.

**Favorability** – Those respondents familiar with the corporation are then asked about three attributes that together, form a Favorability score, also on a scale of 0 to 100.

*Overall Reputation* – Do you have a favorable impression of the corporate brand? What is your view of the corporate brand’s ability to drive growth over time?
*Perception of Management* – What is your perception of the company’s management? How would you assess the way senior leadership leads the enterprise and engages stakeholders? Does leadership have a future-forward outlook on the competition and the market in which it operates?
*Investment Potential* – Would you invest in this company? What do you think of the organization’s ability to secure future earnings and increase brand value over time?

These quantitative metrics, Familiarity and Favorability, are then combined into a composite score we call BrandPower – a standardized measure that can be used to objectively to compare brands both within and across industries. BrandPower is calculated as a function of Familiarity and Favorability, and then reported on a 100-point scale.

Why is measuring BrandPower important?

It is widely accepted that brands play a key role in financial performance. But how? Tenet Partners believes this relationship has much to do with overall business strategy as it does with the brand itself. For example, a company’s brand becomes more powerful when a company invests time and money into finding innovative ways to invest in and manage both its business and its brand.

Good management of the brand and of the company – results in two outcomes that have a measureable impact on brand reputation: Familiarity and Favorability. Measuring each of these objectively can be meaningful indicator of management effectiveness and often, financial performance.

A high BrandPower score means that a company’s brand management practices have placed it in good standing – people know it, and people like it. That means they are more likely to do business with the company, and invest in it.

Having a single score BrandPower is tremendously helpful in evaluating the performance of a company’s brand – allowing it to see the affects of their brand investment by tracking their own score over time. It enables easy comparison among competitors, against industry averages and against world-class brands. It also allows us to contrast multiple industries to better understand the market dynamics that continue to impact brands.

How is Tenet’s ranking of the Top 100 Most Powerful Brands unique compared to the way other companies rank brands?

Our approach is market-research based. By understanding the true strength of a brand, not just its monetary value, business decision makers can gain important intelligence for creating and maintaining an advantage in the many areas that define business success. Unlike other brand value measurements, Tenet’s BrandPower is based on quantitative measurements across a significant number of data points – as opposed to subjective industry-panel assessment traditionally used to determine a brand’s monetary value. Our method allows brands to be evaluated objectively, providing new and valuable information for investors and brand stewards as they determine a brand’s ability to impact business results.

Brand Valuation is becoming a more common practice among many brand-consulting firms. Is Tenet Partners able to conduct specific brand valuations for companies?

Yes. Our methodology is completely transparent and free of ‘black-box’ judgments. Instead, we leverage reliable, stable market research and BrandPower data and couple it with financial data from widely accepted business sources. With 25 years of proven research data, we can ensure consistent input to our model. This statistical model identifies the contribution of the brand based on market research and through regression models, and then evaluates it in the context of financial impact to determine brand dollar value.

Tenet’s Brand Equity Valuation is expressed in two ways:

**Market Value**: A brand’s market value rises and falls depending upon a company’s ability to achieve its key business objectives. This number tells the executives responsible for building the brand how hard that brand is working to build value for the company. As this measure rises and falls, the brand becomes more or less of a contributor to a company’s success. This is an ideal number for a company’s KPI dashboard and a reliable measure of brand performance in the context of a company’s overall financial health.
**Dollar Value**: The dollar value of a brand is a result of multiplying the percentage impact of the brand by the company’s market capitalization. As the company’s overall enterprise value fluctuates, this number can change day-to-day. It helps to communicate the brand’s asset value to senor leadership and other constituencies, ensuring that the brand is properly accounted for in M&A activity, royalty and licensing cases, along with additional reporting vehicles.

Understanding the market value and the dollar value of a brand can be useful in many ways. The percentage a brand contributes to a company’s success is important to brand stewards because it reveals objectively, how hard the brand is working to create value. The dollar value of the brand is important to senior management, as it identifies the asset value of the brand. As a result, leadership can better understand a brand’s worth to the company, and communicate effectively its value to shareholders and to other critical audiences.

Apple is the most ‘valuable’ brand in this year’s Top 100 brands, but Coke takes the lead as the #1 most ‘powerful’ brand. Why?

The Coca-Cola Company is the uncontested leader in terms of its BrandPower score. In our view, BrandPower is a measure of brand strength, based on successful brand management, and independent of brand value. By contrast, brand valuation is the output of a time-tested statistical model, measuring the impact of a company’s brand in the context of its financial performance. BrandPower is a predictive driver that a company can manage – through increased communication, product innovation, service development and so forth, to ultimately increase its brand value over time. It is for this reason that Tenet’s Top 100 Most Powerful Brands are ranked by an objective BrandPower score, and not on the basis of brand value.

Tenet has developed a proven Brand Equity Valuation model. While it functions independently of our Top 100 rankings (it does not inform the ranking order of the Top 100), it is used as an important benchmark along BrandPower insights, to provide a broader, more holistic perspective of how companies can measure their brand-building efforts.

It is worth noting that while Apple leads as the most valuable brand, boasting a brand value of $102.5 billion, their brand contribution to market capitalization is 17.3% – lagging behind Coke – whose brand contribution to market capitalization of $19.5%. Apple’s lower percentage numbers suggests that they have room to create additional value by continuing to strengthen its brand.

Well-known brands such as Facebook and LinkedIn are not part of the Top 100 Most Powerful Brands of 2016. Why?

The brands listed on the Tenet Top 100 Most Powerful Brands ranking must meet several criteria to be considered. They must be: A corporate brand (not a product or divisional brand), publicly traded in the U.S. and tracked in the CoreBrand Index for 5+ years. Brands such as Facebook and LinkedIn have not met these criteria, and have not yet been tracked in the CoreBrand Index for five years or longer. As a result, they did not qualify to make it onto our Top 100 ranking this year, but we look forward to seeing their positions in the future.

Key takeaways for 2016

Posted on November 30, 2022December 29, 2022 by Tenet Admin

Press Room

The Top 100 Most Powerful Brands of 2016

Read the press release.

Top 100 Badge

If your company is ranked amongst the Top 100 Most Powerful Brands of 2016, and would like to receive a congratulatory badge to post on your website or share on social media, please contact Russ Napolitano.