Tenet Partners, a brand innovation firm, has released its 2020 Top 100 Most Powerful Brands report, which ranks the strongest brands across 50 industries, including tech, food, retail, automotive and financial services.
Apple, along with Amazon and Google/Alphabet, made the “Most Innovative Technology Brands” list. Companies that land a spot on this list have captured high awareness and positive brand perception in the marketplace, according to Tenet CEO Hampton Bridwell.
Overall, Apple ranked just behind Coca-Cola in the overall Top 100 Most Powerful brands. The top 10 includes, in spots three through 10, Walt Disney, Microsoft, Google-Alphabet, Johnson & Johnson, Hershey, American Express, and IBM.
“We use quantitative research from 10,000 consumers and business decision makers to measure brand awareness (Familiarity) and perception (Favorability) for each company in our index, which is then combined to calculate a company’s brand strength, or, as we call it, ‘BrandPower’,” he says. “Objective measurements of these metrics often provide meaningful indicators of a company’s management effectiveness, and, therefore, financial performance.”
Click here to download the full report.
