Top 100 Most Powerful Brands of 2019
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. 2019 marks the twelfth 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. 2018 | Industry | Familiarity | Favorability |
|---|---|---|---|---|---|
| Coca-Cola | 1 | 0 | Beverages | 0 | 0 |
| Apple | 2 | 0 | Computers & Peripherals | 0 | + |
| Walt Disney | 3 | +1 | Hotel & Entertainment | 0 | + |
| Bayer | 4 | -1 | Chemicals | 0 | 0 |
| Microsoft | 5 | +1 | Hotel & Entertainment | 0 | 0 |
| PepsiCo | 6 | +1 | Beverages | + | 0 |
| Johnson & Johnson | 7 | +1 | Medical | 0 | + |
| Google – Alphabet Corp. | 8 | +1 | Internet | 0 | + |
| Hershey | 9 | -4 | Food | 0 | 0 |
| American Express | 10 | +1 | Financial | 0 | 0 |
| 11 | -1 | Internet | 0 | 0 | |
| IBM | 12 | +4 | Consulting | + | 0 |
| Visa | 13 | 0 | Financial | 0 | 0 |
| Mastercard | 14 | +1 | Financial | 0 | 0 |
| Kellogg | 15 | -3 | Food | 0 | 0 |
| General Mills | 16 | -2 | Food | 0 | 0 |
| Colgate-Palmolive | 17 | 0 | Household | 0 | 0 |
| Amazon | 18 | +8 | Internet | + | + |
| Campbell’s | 19 | -1 | Food | 0 | 0 |
| 20 | 0 | Internet | 0 | 0 | |
| BMW | 21 | +1 | Automotive | 0 | 0 |
| Harley-Davidson | 22 | -3 | Automotive | 0 | 0 |
| Yahoo | 23 | 0 | Internet | 0 | 0 |
| ExxonMobil | 24 | +3 | Petroleum Refining | + | 0 |
| eBay | 25 | 0 | Internet | 0 | 0 |
| McDonald’s | 26 | -5 | Restaurants | 0 | – |
| Hilton | 27 | +6 | Hotel | + | 0 |
| Morgan Stanley | 28 | +9 | Brokerage | + | + |
| Sony | 29 | 0 | Electronics | 0 | 0 |
| Nike | 30 | +2 | Athletic | + | 0 |
| General Electric | 31 | -7 | Electronics | – | – |
| Whirlpool | 32 | -2 | Home Appliances | 0 | 0 |
| Bank of America | 33 | +14 | Commercial Banks | + | + |
| Nestlé | 34 | -3 | Food | 0 | 0 |
| Revlon | 35 | -1 | Household Products | 0 | 0 |
| Estee Lauder | 36 | 0 | Household Products | 0 | 0 |
| Starbucks | 37 | -9 | Restaurant | 0 | – |
| Samsung | 38 | +3 | Semiconductors | + | 0 |
| Clorox | 39 | -1 | Household | + | 0 |
| Bristol-Myers Squibb | 40 | +18 | Pharmaceuticals | + | + |
| AT&T | 41 | -6 | Telecommunications | 0 | – |
| Barnes & Noble | 42 | -3 | Retailers | 0 | 0 |
| L’Oréal | 43 | -3 | Household Products | 0 | 0 |
| St. Jude Medical, Inc. | 44 | 0 | Medical Supplies | 0 | 0 |
| Toyota | 45 | +3 | Automotive | + | 0 |
| Dr. Pepper Snapple Group | 46 | -4 | Beverages | 0 | 0 |
| Avon | 47 | +3 | Household Products | 0 | 0 |
| Procter & Gamble | 48 | +4 | Household Products | 0 | 0 |
| Ford | 49 | +12 | Motor Vehicles | +1 | 0 |
| Volkswagen | 50 | +6 | Motor Vehicles | + | 0 |
| Mattel | 51 | +3 | Hotel & Entertainment | 0 | 0 |
| Michael Kors | 52 | -7 | Apparel | 0 | 0 |
| Honda | 53 | +2 | Automotive | 0 | 0 |
| J.M. Smucker | 54 | +10 | Food | + | 0 |
| FedEx | 55 | -9 | Transportation | 0 | – |
| Volvo | 56 | +1 | Motor Vehicles | 0 | – |
| Boeing | 57 | +10 | Aerospace | 0 | + |
| UPS | 58 | -15 | Transporation | 0 | – |
| Chevron | 59 | +4 | Chemicals | + | 0 |
| Netflix | 60 | -11 | Internet | + | – |
| Gap | 61 | +1 | Retailers | 0 | 0 |
| Sharp | 62 | -11 | Electronics | – | 0 |
| Walmart | 63 | -10 | Retailers | 0 | – |
| HP Inc. | 64 | +1 | Computers & Peripherals | + | 0 |
| Sunoco | 65 | +6 | Petroleum Refining | + | 0 |
| General Motors | 66 | +9 | Automotive | 0 | + |
| Target | 67 | -8 | Retailers | 0 | – |
| Capital One | 68 | +13 | Financial | + | + |
| Kodak | 69 | +3 | Photo | 0 | 0 |
| Walgreens | 70 | -10 | Pharmacy Serv. | 0 | – |
| Panasonic | 71 | -3 | Electronics | 0 | 0 |
| Goodyear | 72 | -2 | Rubber & Plastics | 0 | 0 |
| Intel | 73 | +9 | Semicondutors | + | – |
| Charles Schwab | 74 | 0 | Brokerage | 0 | 0 |
| Marriott | 75 | +4 | Hotel | + | 0 |
| American Airlines | 76 | +12 | Transportaion | 0 | + |
| LG | 77 | +17 | Electronics | + | 0 |
| J.P. Morgan Chase | 78 | 0 | Commercial Banks | 0 | 0 |
| Home Depot | 79 | -13 | Retailers | 0 | – |
| Pfizer | 80 | +34 | Pharmaceuticals | + | + |
| Lowe’s | 81 | -12 | Retailers | 0 | – |
| Wendy’s | 82 | -9 | Hotel & Entertainment | 0 | – |
| T-Mobile | 83 | -3 | Telecommunications | + | 0 |
| JetBlue | 84 | +2 | Transportation | 0 | 0 |
| Verizon | 85 | -2 | Telecommunications | 0 | 0 |
| J.C. Penney | 86 | -10 | Semiconductors | 0 | – |
| La-Z-Boy | 87 | -2 | Furniture | + | 0 |
| Canon | 88 | +7 | Electronics | + | 0 |
| Sherwin-Williams | 89 | 0 | Chemicals | 0 | 0 |
| Bed Bath & Beyond | 90 | -13 | Retailers | 0 | – |
| Macy’s | 91 | 0 | Retailers | + | – |
| Hanesbrands | 92 | +9 | Apparel | + | 0 |
| Michelin | 93 | +4 | Rubber & Plastics | 0 | 0 |
| Kohl’s | 94 | -7 | Retailers | 0 | 0 |
| Heineken | 95 | +13 | Beverages | + | 0 |
| Yamaha | 96 | -12 | Motor Vehicles | 0 | 0 |
| Tyson Foods | 97 | -7 | Food | 0 | – |
| Adidas | 98 | -2 | Athletic Equipment | 0 | 0 |
| Kraft Heinz | 99 | -6 | Food | + | – |
| Wells Fargo | 100 | 0 | Commerical Banks | + | 0 |
