Coca-Cola Named Most Powerful Brand in Tenet Partners Study

Posted on August 10, 2016

Cases of Coke

Coca-Cola has been named the most powerful brand in the world by Tenet Partners. The soft drink company tops the 2016 Top 100 Most Powerful Brands Report. This is Coca-Cola's ninth year in a row in the top position.

Tenet says it measures brand familiarity and favorability to determine its rankings. There are three attributes of Favorability: Overall Reputation, Perception of Management, and Investment Potential.

Coca-Cola was followed by Hershey, Bayer and Walt Disney. Here is the top ten list with the previous year's rank in brackets:
  1. Coca-Cola (#1)
  2. Hershey (#2)
  3. Bayer (#3)
  4. Walt Disney (#4)
  5. Apple (#5)
  6. Microsoft (#6)
  7. PepsiCo (#7)
  8. Johnson & Johnson (#8)
  9. American Express (#9)
  10. Google – Alphabet Corporation (#10)
Some of the top risers this year included Amazon (#54, +15), Bank of America (#68, +12), Macy's (#95, +12), eBay (#29, +11) and Clorox (#47, +11). The steepest decliners were Eastman Kodak (#59, -12), Nintendo (#94, -12), General Motors (#74, -9), Walgreens (#41, -8) and Western Union (#84, -8). You can find out more about the Tenet's Top 100 brands here.

Photo: Amy Sparks/Coca-Cola