Finance L'Oreal Disney

Disney's Star Wars reboot helps secure it World's Most Powerful Brand title


By John McCarthy, Opinion Editor

February 1, 2016 | 2 min read

Star Wars has helped force Disney to the top of Brand Finance’s 2015 ‘World’s Most Powerful Brands’ list.

Brand power was measured by factors such familiarity, loyalty, promotion, marketing investment, staff satisfaction and corporate reputation, with the media and entertainment powerhouse coming on top, trumping Lego and L’Oreal.

Disney, whose properties include, but are not limited to, Marvel, Star Wars, ESPN and Pixar, sits atop the list having enjoyed the record-breaking release of the Force Awakens in December.

Slipping down the table from first in 2015 is Danish toy producer Lego, which in turn toppled Ferrari.

Culminating Lego’s minor fall was “a series of controversies” such as it being fined by German regulators for attempting to prevent retailers from discounting its product and accused of colluding in censorship for trying to prevent dissident Chinese artist Ai Wei Wei.

Check out the full list below.

Power does not equate value however, as Apple remains the world’s most valuable brand sitting above Google, Samsung, Amazon and Microsoft.

Finance L'Oreal Disney

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