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.

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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

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