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.
| 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 |
