- Walt Disney
- Johnson & Johnson
- American Express
Although I'm a little surprised to see Bayer so high on this list, the methodology shows that the ranking has a lot to do with high awareness.
Clearly, both awareness and positive perceptions are vital for building brand equity. And every brand on this top-10 list has high brand equity. Year to year, however, their relative rankings may rise and fall, depending on issues such as quality lapses or recalls or other problems that hurdle brands into the headlines.