Defining a brand’s power is easier said than done. What constitutes brand power? Is it revenue? Number of customers? Societal impact? A combination? Brand innovation firm Tenet Partners tackles this dilemma in their annual “100 Most Powerful Brands” report.
The rankings are based on their BrandPower metric, which measures strength according to both familiarity and favorability. Based on these metrics, the company ranked corporations from the top 20% of top revenue earners in the U.S.
Coke took the top....