The Top 100 Most Powerful Brands of 2017

Posted on December 1, 2022December 28, 2022 by Tenet Admin

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.

Higher rank vs. 2016
Lower rank vs. 2016
Change of less than +/-2 or fewer ranks year-over-year

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

Posted on December 1, 2022December 28, 2022 by Tenet Admin

Focus on Innovation

Posted on December 1, 2022December 28, 2022 by Tenet Admin

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

Posted on December 1, 2022December 28, 2022 by Tenet Admin

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

Frequently Asked Questions

Posted on December 1, 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), which is based on more than 25 years of continuous benchmark tracking via surveys of nearly 1,000 different companies across 50 industries.

Each year, we survey approximately 10,000 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.

Each of these outcomes has a quantifiable impact on brand reputation. Measuring both objectively is a meaningful indicator of management effectiveness and often, financial performance.

**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 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 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.

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

Our approach is objective and based on market research. By understanding the true strength of a brand, not just its monetary value, decision-makers can gain important intelligence for creating and maintaining an advantage in the many areas that determine 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 both with financial data from widely accepted business sources. With more than 25 years of proven research data, we can ensure consistent input to our model. This statistical model identifies the contribution of the brand to the company based on market research and 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 on 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 – how much of a contributor the brand is 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 senior 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.

Well-known brands such as Facebook and LinkedIn are not part of the Top 100 Most Powerful Brands of 2017. Why?

The brands listed on our 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 US 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. However, we look forward to Facebook’s first appearance in the rankings next year.

Key takeaways for 2017

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

Press Room

The Top 100 Most Powerful Brands of 2017

Read the press release.

Top 100 Badge

If your company made the list of Top 100 Most Powerful Brands of 2017, and you would like to receive a congratulatory badge to post on your website or share on social media, please contact Valerie Chernetskyy.