It can be a struggle for organizations to get to the top. Which is the best of the best?
Tenet Partners has the answer. It recently released its annual list of the top 100 most powerful brands.
The firm uses the CoreBrand Index to determine its list and surveys roughly 10,000 opinion leaders on familiarity (awareness of a brand) and favorability (a brand’s perception). They then measure how each organization performs in terms of its overall reputation, the perception of its management, and its investment potential.
You can check out the full list here, but 2016’s top 10 are listed below:
4. Walt Disney
8. Johnson & Johnson
9. American Express
10. Google – Alphabet Corp.
Surprisingly, Google hadn’t made the top 10 list until this year. Several other organizations experienced brand boosts as well. “Since 2011, Google’s BrandPower ranking has been on the rise – improving their Familiarity and Favorability metrics every year for the last six years in a row,” Tenet Partners’ press release read.
Amazon, which came in at No. 54, rose 15 positions year-over-year. The company, along with Bank of America (No. 68, rising 12 positions from last year), Macy’s (No. 95, rising 12 positions), eBay (No. 29, rising 11 positions) and Clorox (No. 47, rising 11 positions) were all the most improved brands that the survey found.
However, not all brands fared as well.
Eastman Kodak (No. 59) fell 12 positions from last year, and was joined by Nintendo (No. 94, falling 12 positions), General Motors (No. 74, falling nine positions), Walgreens (No. 41, falling eight positions) and Western Union (No. 84, falling eight positions).