The success of Star Wars has helped make Disney the world’s most powerful brand.
Brand Finance, in its annual top 500 list, calculates the brand is worth $31.674 billion, ranking it 24th in the world for value but number one for brand strength, scoring 92 out of 100 on its most powerful index.
“Its now dominant position is the result of its many acquisitions and the powerful brands it has brought under its control,” Brand Finance says.
“ESPN, Pixar, the Muppets and Marvel are all now Disney owned, but perhaps its most important acquisition of all has been Lucasfilm, and thus Star Wars.”
“Star Wars: The Force Awakens” became the fastest film to take $US1 billion, with the most successful opening weekend ($US529 million). It’s Disney’s most successful film ever, based on its total box office gross of nearly $US2 billion.
Here are the 10 most powerful brands:
Brand Finance estimated the value of the Star Wars brand to be $US10 billion, dwarfing the $US4.05 billion Disney paid for Lucasfilm in 2012.
When it comes brand value, as opposed to strength, Apple, with its cool consumer electronics, comes out on top, maintaining its dominance of the Brand Finance Global 500.
Brand Finance estimates Apple’s brand value at $145.918 billion, up 13.7% from last year.
In second place for brand value is Google.
The top 10 brands by value:
Brand Finance puts thousands of the world’s top brands to the test each year. They are evaluated to determine which are the most powerful — based on factors such familiarity, loyalty, promotion, marketing investment, staff satisfaction and corporate reputation — and which are most valuable.
Brand Finance calculates a value a company would be willing to pay to license its brand as if it did not own it. This approach involves estimating future revenue and calculating a royalty rate to be charged for the use of the brand.
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