Branding Power: Top Players in 2015

According to Tenet Partners, the top 10 most powerful brands in 2015 (based on awareness and positive perceptions) are:

1. Coca-Cola
2. Hershey
3. Bayer
4. Walt Disney
5. Apple
6. Johnson & Johnson
7. Microsoft
8. Pepsi-Cola
9. American Express
10. Harley-Davidson

Coca-Cola hasn't left the top slot in this study since 2008. Apple has (deservedly) demonstrated a meteoric rise in this study, shooting from #56 to #5 in just six years.

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.