Bayer, J&J land top 10 spots in brand power ranking

Tenet Partners is out with its ninth annual evaluation of the most powerful brands, and a pair of pharmas locked up top spots on the list.

Bayer finished at No. 3 for the second year in a row, while Johnson & Johnson finished in eighth place. But J&J actually dropped two positions from last year's No. 6 performance, making it the biggest decliner among the top 10 brands.

The drugmakers are in well-known company: Coca-Cola finished first for the ninth time in the study--which includes interviews with 10,000 global business executives--followed by Hershey at No. 2.


Simplify and Accelerate Drug R&D With the MarkLogic Data Hub Service for Pharma R&D

Researchers are often unable to access the information they need. And, even when data does get consolidated, researchers find it difficult to sift through it all and make sense of it in order to confidently draw the right conclusions and share the right results. Discover how to quickly and easily find, synthesize, and share information—accelerating and improving R&D.

As Tenet notes, while a brand is considered an intangible asset, it is one of the most important assets a company owns. Intangible assets in general make up about 84% of the total value of S&P 500 companies, according to 2015 research by Ocean Toma.

And Bayer is on the up-and-up. It gained in favorability, a measurement of positive brand perception, in Tenet’s 2016 review after dropping in 2015.

While J&J did lose ground in brand power this year, it also finished at No. 6 in Tenet’s absolute brand value calculations. “… In our view, BrandPower is a measure of brand strength, based on successful brand management, and independent of brand value. By contrast, brand valuation is the output of a time-tested statistical model, measuring the impact of a company’s brand in the context of its financial performance," Tenet wrote in its report.

- read the news release

Related Articles:
Brand matters: Interbrand's best in pharma ranks Pfizer, Roche and Merck at top
Pfizer and Valeant jump in annual brand analysis, but most other pharmas drop
They're no Coca-Cola, but top biopharma brands Pfizer, Biogen and Merck still worth billions
Bayer, GSK, Novo and Roche rank in top 10 for online comms

Suggested Articles

Acadia's knew it had a winner in psychosis when it called off a trial for its Nuplazid. Now analysts are seeing a blockbuster in the making.

Sandoz would still consider acquisitions, as long as they fit the Novartis unit's focus on generics and biosimilars, CEO Richard Saynor said.

Novartis is planning 80 major drug submissions in key markets over the next three years, and 25 of those could be blockbuster opportunities.