These are the 10 most powerful brands in the world

February 1, 2016 newcred

branding strategies

mickey mouse disney japan

REUTERS/Issei Kato

Walt Disney has overtaken Lego to become the world’s most powerful brand, according to valuation and strategy consultancy Brand Finance’s annual rankings.

Only one technology firm makes it into the top 10 — and it’s not Apple. Retail, media, and financial companies dominated the top 10.

Brand Finance evaluated companies by their familiarity, loyalty, promotion, marketing investment, staff satisfaction and corporate reputation. Using these factors, each brand’s power was ranked out of 100. Each brand was also given a valuation.

10. Google

AP Photo/Seth Wenig

Brand strength: 89.5

Brand value: $94.2 billion

Brand value rank: 2

What happened: Over the past year ,Google has gone through big changes, having reorganized its structure to sit under parent company Alphabet in October. While cost-per-click advertising has been declining over recent years, the tech company is increasing its ability to generate substantial mobile revenue. Alphabet will post Google’s Q4 earnings on Monday.


9. NBC


Brand strength: 89.7

Brand value: $16.1 billion

Brand value rank: 72

What happened? NBC claims it is un-threatened by the rise of non-linear TV services like Netflix and Amazon Prime. Executive Alan Wutzel boasted in January that “Everyone goes back to watching TV like God intended.” Wurtzel was referring to data obtained by Symphony Advanced Media, which shows that the most popular shows on online streaming services still get far fewer viewers than the best shows on traditional TV.


8. Coca-Cola

Reuters/ Rick Wilking

Brand strength: 90.4

Brand value: $34.2 billion

Brand value rank: 17

What happened: Coca-Cola is still incredibly popular, but the brand has been somewhat undermined over the past few years by consumers opting to switch away from sugary drinks. Low sugar “Coke Life” has had disappointing sales, particularly in the UK, where sales dropped by 71% between October 2014 and November 2015, according to Brand Finance. The company recently launched its new “Taste the Feeling” global campaign to unite the various incarnations of Coca-Cola under one message.


7. Johnson’s

Thomson Reuters

Brand strength: 90.7

Brand value: $15.1 billion

Brand value rank: 79

What Happened: Perhaps a surprising entry in the list, Johnson’s is established as the leading baby product brand. Despite a year of falling revenue, parent company Johnson and Johnson posted a 27.6% boost in fourth-quarter profit,. However, Johnson’s consumer products may split from the pharmaceuticals and medical devices divisions over the coming year, which will have consequences on its brand valuation in next year’s ranking.


6. Nike

Thomson Reuters

Brand Strength: 90.7

Brand Value: $28 billion

Brand value rank: 29

What Happened: Nike has defined “cool” for 40 years and the brand’s popular appeal has not fallen in recent times, boosting sales as a result. Revenue rose by 4.1% its most recently reported quarter, ending November 30. This was largely driven by demand for shoes and apparel in North America. The brand has found recent success in appealing to consumers via Instagram, on which it has more than 31 million followers.


5. McKinsey


Brand strength: 91.4

Brand value: $4.8 billion

Brand value rank: 288

What Happened: The consulting firm McKinsey has a power network of more than 1,400 partners and 18,5000 employees. The brand is constantly adapting to changes in the workplace and its consultants are often drafted in to lead big business transformations. Managing director, Dominic Barton told The Economic Times on Friday: “If you are not thinking about what parts of your business are going to change in two years from now, you may not be around.”


4. PwC

Bjørn Erik Pedersen

Brand strength: 91.5

Brand value: $18.6 billion

Brand value rank: 58

What happened? PricewaterhouseCoopers has a brand built on being one of the Big Four auditors, alongside KPMG, EY and Deloitte. PwC edged out McKinsey to be the most powerful brand in the financial industries this year. 2015 was a good year for the firm, which marked a 10% increase in overall revenues from the previous year.


3. L’Oréal

L’Oreal Paris

Brand strength: 91.5

Brand value: $14.9 billion

Brand value rank: 80

What happened: L’Oréal has managed to maintain an air of exclusivity, despite its huge number of dedicated consumers. Brand Finance puts this success down to massive investment and an “unrivaled focus on marketing.” Sales grew by 5.3% in the first six months of last year. Despite Brazil becoming a challenging market for the hair and beauty product brand this year, it has grown in emerging markets, such as China.


2. Lego

Warner Bros.

Brand strength: 91.6

Brand value: $4.5 billion

Brand value rank: 324

What happened: The least-valuable brand in the top 10 is also the second-most powerful. Its success is built upon the strong foundation of being in every child’s toy box, but the Danish company has suffered some PR defeats over the past year which kept it off the top spot. Lego attempted to prevent Chinese artist Ai Wei Wei from making Lego art, for example. After widespread uproar, Lego reversed the policy in January. Lego was also fined by German regulators for attempting to prevent retailers from discounting its products.


1. Walt Disney

From “Star Wars: The Force Awakens”

Brand strength: 91.8

Brand value: $31.7 billion

Brand value rank: 24

What happened: The acquisition of Star Wars, ESPN, Pixar, The Muppets and Marvel has made Disney the most powerful brand in the world. Star Wars has been particularly profitable for Disney since it acquired Lucasfilm for just over $4 billion in 2012. Brand Finance now estimates the Star Wars brand to be worth $10 billion. But Disney is not only powerful because of recent purchases, it benefits from a long and established history.


SEE ALSO: The 30 most valuable liquor brands in the world


This article was written by Will Heilpern ( from Business Insider and was legally licensed through the NewsCred publisher network.

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