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 |
