Top 100 Most Powerful Brands of 2015
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. 2015 marks the eighth 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. 2014 | Industry | Familiarity | Favorability |
|---|---|---|---|---|---|
| Coca-Cola | 1 | 0 | Beverages | 0 | 0 |
| Hershey | 2 | 0 | Food | 0 | -1 |
| Bayer | 3 | 0 | Chemicals | 0 | -1 |
| Walt Disney | 4 | +2 | Hotel & Entertainment | 0 | +1 |
| Apple | 5 | +5 | Computers & Peripherals | +1 | +1 |
| Johnson & Johnson | 6 | -2 | Medical | 0 | -1 |
| Microsoft | 7 | +4 | Computer Software | 0 | 0 |
| PepsiCo | 8 | -1 | Beverages | +1 | 0 |
| American Express | 9 | -1 | Financial | 0 | +1 |
| Harley-Davidson | 10 | -5 | Automotive | -1 | -1 |
| Kellogg’s | 11 | -2 | Food | 0 | -1 |
| McDonald’s | 12 | 0 | Restaurants | 0 | +1 |
| Visa | 13 | 0 | Financial | 0 | -1 |
| Mastercard | 14 | +1 | Financial | 0 | -1 |
| 15 | +11 | Internet | +1 | +1 | |
| General Mills | 16 | +2 | Food | +1 | +1 |
| General Electric | 17 | +3 | Electronics | 0 | 0 |
| Campbell’s Soup | 18 | -4 | Food | -1 | -1 |
| Colgate-Palmolive | 19 | -3 | Household | +1 | -1 |
| Starbucks | 20 | -1 | Restaurants | -1 | +1 |
| BMW | 21 | -4 | Automotive | -1 | -1 |
| Yahoo | 22 | +6 | Internet | +1 | 0 |
| FedEx | 23 | -2 | Transport | 0 | -1 |
| ExxonMobil | 24 | +5 | Petroleum Refining | +1 | 0 |
| Estée Lauder | 25 | 0 | Household | 0 | -1 |
| Revlon | 26 | -2 | Household | 0 | -1 |
| Sony | 27 | +4 | Electronics | +1 | -1 |
| Nestlé | 28 | +7 | Food | 0 | -1 |
| Barnes & Noble | 29 | +5 | Retailers | -1 | -1 |
| AT&T | 30 | +3 | Telecom | +1 | -1 |
| Volkswagen | 31 | -4 | Automotive | -1 | -1 |
| IBM | 32 | +13 | Consulting | +1 | -1 |
| Walgreens | 33 | -10 | Pharmacy Serv. | 0 | -1 |
| UPS | 34 | -12 | Transport | -1 | -1 |
| Whirlpool | 35 | +8 | Home Appliances | +1 | +1 |
| Honda | 36 | -6 | Automotive | 0 | -1 |
| Avon Products | 37 | -5 | Household | -1 | -1 |
| Nike | 38 | +4 | Athletic | +1 | -1 |
| Mattel | 39 | -1 | Hotel & Entertainment | 0 | -1 |
| eBay | 40 | +13 | Internet | 0 | +1 |
| Kraft Foods | 41 | +5 | Food | +1 | -1 |
| Toyota | 42 | -5 | Automotive | 0 | -1 |
| Lowe’s | 43 | -4 | Retailers | 0 | -1 |
| Volvo | 44 | -8 | Automotive | -1 | -1 |
| Target | 45 | -4 | Retailers | 0 | -1 |
| L’Oréal | 46 | +2 | Household | +1 | 0 |
| Eastman Kodak | 47 | -7 | Scient, Photo, Cntr Eq | +1 | -1 |
| Sunoco | 48 | +1 | Petroleum Refining | +1 | -1 |
| Ford Motor | 49 | +2 | Automotive | -1 | +1 |
| Gap | 50 | -6 | Retailers | 0 | -1 |
| Home Depot | 51 | -1 | Retailers | -1 | 0 |
| Walmart | 52 | +3 | Retailers | +1 | +1 |
| Wendy’s | 53 | -6 | Restaurants | -1 | -1 |
| Bed Bath & Beyond | 54 | -2 | Retailers | 0 | -1 |
| Clorox | 55 | +10 | Household | +1 | +1 |
| Procter & Gamble | 56 | +4 | Household | +1 | +1 |
| Morgan Stanley | 57 | +9 | Brokerage | 0 | +1 |
| Boeing | 58 | -4 | Aerospace | -1 | 0 |
| Polo Ralph Lauren | 59 | -3 | Apparel, Shoes | 0 | -1 |
| Hewlett-Packard | 60 | +9 | Computers & Peripherals | +1 | +1 |
| General Motors | 61 | 0 | Automotive | 0 | -1 |
| Goodyear Tire & Rubber | 62 | +5 | Rubber & Plastics | +1 | 0 |
| Tyson Foods | 63 | -6 | Food | -1 | -1 |
| Charles Schwab | 64 | +10 | Brokerage | 0 | +1 |
| Amazon | 65 | +20 | Internet | +1 | +1 |
| New York Times | 66 | -7 | Publishing & Printing | 0 | -1 |
| Western Union | 67 | -9 | Financial | -1 | -1 |
| Kohl’s | 68 | -4 | Retailers | +1 | -1 |
| CBS | 69 | -6 | Hotel & Entertainment | 0 | -1 |
| Verizon | 70 | +1 | Telecom | 0 | -1 |
| J.C. Penney | 71 | +2 | Retailers | 0 | +1 |
| Yamaha | 72 | -10 | Automotive | -1 | -1 |
| La-Z-Boy | 73 | -3 | Furniture | 0 | -1 |
| Sherwin-Williams | 74 | -2 | Chemicals | 0 | -1 |
| DirecTV Group | 75 | +1 | Telecom | 0 | 0 |
| Bank of America | 76 | +5 | Commercial Banks | +1 | -1 |
| Bristol-Myers Squibb | 77 | +1 | Pharma | -1 | +1 |
| Nintendo | 78 | +4 | Electronics | 0 | +1 |
| DuPont | 79 | +1 | Chemicals | -1 | +1 |
| Marriott | 80 | -5 | Hotel & Entertainment | -1 | -1 |
| J.P. Morgan Chase | 81 | -8 | Commercial Banks | 0 | +1 |
| Time Warner | 82 | +8 | Hotel & Entertainment | 0 | +1 |
| Nissan Motor | 83 | -6 | Automotive | -1 | -1 |
| Allstate | 84 | -5 | Insurance | 0 | -1 |
| Costco Wholesale | 85 | +2 | Retailers | 0 | +1 |
| Best Buy | 86 | +7 | Retailers | +1 | +1 |
| Tiffany & Co | 87 | -1 | Retailers | +1 | -1 |
| Capital One Financial | 88 | +11 | Financial | -1 | +1 |
| Michelin | 89 | -6 | Rubber & Plastics | -1 | -1 |
| Nokia | 90 | -6 | Telecom | 0 | -1 |
| Hormel Foods | 91 | -3 | Food | +1 | -1 |
| Sprint | 92 | +5 | Telecom | +1 | +1 |
| Foot Locker | 93 | -2 | Retailers | 0 | -1 |
| Intel | 94 | +14 | Semiconductors | +1 | +1 |
| Xerox | 95 | -1 | Office Equipment | -1 | +1 |
| Rite Aid | 96 | -4 | Pharmacy Serv. | +1 | -1 |
| Wells Fargo | 97 | +13 | Commercial Banks | +1 | +1 |
| Canon | 98 | +5 | Electronics | +1 | -1 |
| Staples | 99 | -3 | Office Equipment | 0 | -1 |
| Family Dollar Stores | 100 | +7 | Retailers | 0 | +1 |
