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2019 Brand Profiles 1 - 50

1. Apple

Company: Apple Inc.

Brand Value: $316,071 Million

Headquarters: Cupertino, CA

Year on Year Change: 13%

Category: Technology

Year formed: 1976

From lines around the block to countless fan sites, Apple has a star power almost unmatched by other brands. From its origins as a personal computing company to its transformative iPod, iPhone, and iPad products, Apple has fundamentally changed the way people interact with technology. While its products are priced at a premium to the market, it nonetheless sells roughly 200 million iPhones alone per year, which account for 62 percent of its revenue. Apple primarily appeals to consumers seeking a seamless technology ecosystem of phone, laptop, media, and home assistant devices. Its products are distinguished from the competition not merely by that seamless and integrated functionality, but also by a devotion to design that was once rare in the technology industry. On the retail front, Apple maintains more than 500 stores in 24 countries and is showing strong growth in China and India. In September 2018, the brand announced major upgrades to its iPhone line as well as a completely reengineered the Apple Watch 4, whose electrocardiogram feature was approved by the FDA, making it officially a medical device.


2. Google

Company: Alphabet Inc.

Brand Value: $313,271 Million

Category: Technology

Headquarters: Mountain View, CA

Year on Year Change: 9%

Year formed: 1998

Google is one of the world’s most recognized brands. Begun as a research project at Stanford University, the company entered the crowded search engine space in 1998 and quickly distinguished itself through its Page Rank algorithm, which displayed content based on its relative importance to users. From the outset, its official mission was “to organize the world's information and make it universally accessible and useful.” Today, Google is a dominant player in search, with most of its revenue coming from advertising. It also makes headlines for its innovative consumer products, like Pixel phones, Pixel Buds, Clips Camera, Google Home Mini, and the Daydream View headset—and has recently acquired the HTC design team to step up these efforts. Google has also increased investment in cloud services and the e-commerce space, including an investment Chinese online retailer JD.com and partnerships with Walmart on several initiatives. Early on, Google had an unofficial (and occasionally ridiculed) slogan, “Don’t be evil,” which was replaced in 2015 by the Alphabet corporate code of conduct, which urges its employees to “Do the right thing.”


3. Amazon

 Company: Amazon.com Inc.

Brand Value: $279,331 Million

Headquarters: Seattle, WA

Year on Year Change: 69%

Category: Retail

Year formed: 1994

Amazon is the largest Internet-based retailer in the world by total sales volume, as well as a growing cloud infrastructure and consumer electronics brand. It attracts over 195 million customers to its United States website per month, making it the 4th most visited in the country overall. Amazon uses its vast amount of data on shopping behaviors and purchasing history to target segments at an individual level, allowing it to quickly build affinity and convert visitors into long-term, high value customers. In recent years, it seen growth across all of its businesses with two of the highlights being Amazon Prime, Amazon Web Services, its advertising platforms, and its ever expanding line Alexa-driven home assistant devices. It has also expanded its offerings through a purchase of PillPack, an online pharmacy, and announced plans to create its own delivery service. Its Prime Day event also saw sales rising 60 percent year over year and is fast becoming the online shopping event of the summer for Americans. Given all this, it’s not surprising that it grew its Brand Value by an astonishing 69 percent in 2018, making it the third fastest growing brand in the country by that measure.


4. Microsoft

Company: Microsoft Corp.

Brand Value: $215,500 Million

Headquarters: Redmond, WA

Year on Year Change: 39%

Category: Technology

Year formed: 1975


Microsoft is a large, multinational technology company that manufactures and sells software, personal computers, consumer electronics, and more. Founded in 1975, the company came to dominate the personal computer market first with its MS-DOS operating system and later with Windows. Over the years, the company has diversified its offerings through innovation and acquisition, notably with the purchase of other brands, like Skype and LinkedIn, the latter for $26.2 billion. In the premium electronics space, the company offers Surface products, which typically feature rich innovations that are then rolled out to partner companies. In the past few years, Microsoft has been growing along all business lines, and especially in the cloud. It is also infusing AI across its Microsoft 365 platform and has recently introduced Mixed Reality, an interface based on voice, gaze, and gesture. In late 2018, it also gave Office 365 users the option to install the software on an unlimited number of devices.


5. Visa

Company: Visa Inc.

Brand Value: $163,891 Million

Headquarters: Foster City, CA

Year on Year Change:35%

Category: Payments

Year formed: 1958

Visa is the world’s second-largest payments company with a 50 percent market share outside China, where Union Pay has a dominant position. The current company began life in 1958 as BankAmericard, which was the first revolving credit card, or one that allowed users to carry a balance. In 1976 the bank spun the brand off, selecting a name that emphasized its universal acceptance. Contrary to popular belief, Visa does not issue credit cards and rarely interacts with individual consumers. Instead, it provides processing services through its Visanet network to clients in the financial services industry. It has traditionally marketed itself under the tagline “everywhere you want to be.” In recent years, it underscored that reputation by entering into partnerships with USAA and Costco. Visa regularly solidifies its brand promise of being “everywhere you want to be” through sponsorships of popular sporting events like FIFA, the NFL, and the Olympics. Since Visa became a publicly traded company in 2008, it has outperformed the benchmark S&P 500 by a factor of 7, with the growth coming largely because of global consumers’ growing preference for the convenience (and security) of electronic payments.


6. Facebook

Company: Facebook Inc.

Brand Value: $161,145 Million

Headquarters: Menlo Park, CA

Year on Year Change: 7%

Category: Technology

Year formed: 2004

With over 2 billion users, Facebook is the world’s most popular social networking site. Born in a dorm room in Harvard, it quickly grew into one of the world’s top technology companies. Together with Google, it constitutes the “duopoly,” dominating the online advertising sales in many markets. Over the years, Facebook has shown a strong commitment to smaller markets and has localized its interface for every country in which it is available. Facebook is known for acquiring some rivals (Instagram and WhatsApp are two of better known) as well as adopting features from others. Since 2017, however, Facebook has faced considerable scrutiny for facilitating interference in Brexit and the 2016 US Presidential elections. This may be reflected in its relatively anemic growth in Brand Value of only 7 percent this year, which contrasts sharply with Instagram’s 67 percent rise. Nonetheless, the brand’s revenue has been growing in recent years, largely due to an increase in the number of companies advertising on the site.


7. McDonald's

Company: McDonald's Corp

Brand Value: $124,939 Million

Headquarters: Oak Brook, IL

Year on Year Change: 13%

Category: Fast food

Year formed: 1955

McDonald’s is a fast food chain known worldwide for its speedy service, golden arches, and diverse menu items. The brand traces its roots to a barbecue restaurant opened in 1940 by Richard and Maurice McDonald. In 1955, McDonald’s was purchased and reinvented as a franchise company by Ray Kroc. Since then the brand has relied heavily on advertising to drive sales and perception, including its instantly recognizable mascot Ronald McDonald. Its longtime slogan “I’m lovin’ it” slogan has been localized into many markets and languages. Today, the brand has more than 37,000 restaurants in over 100 countries. Nearly 75 percent of the population in its top markets lives 3 miles from a McDonald’s. In the US, its recent strategy has focused on discounting with its $1, $2, and $3 menus. Lately, the brand has focused on providing a modern, digital experience with ordering kiosks, Uber Eats delivery, and mobile ordering both curbside and from a table. Among fast food brands, McDonald’s is dominant in Brand Value at nearly 3x its nearest rival, Starbucks.

8. AT&T

Company: AT&T Inc.

Brand Value: $106,426 Million

Headquarters: Dallas, TX

Year on Year Change: -7%

Category: Telecom providers

Year formed: 1882

AT&T is currently the largest telecommunications company in the world by revenue and the United States’ largest subscription TV provider. The original AT&T, which held a monopoly on telephone service in the United States, was broken up in 1982 by an antitrust lawsuit, with the brand retaining only the company’s long distance services. One of the resulting companies, SBC Communications, purchased the brand back in 2002 and adopted its name. Today, AT&T works to distinguish itself by being bigger, faster, and more reliable than its competition. It sells its services through more than 2,200 of its own stores as well as alliances with many of the nation’s leading retailers, including Walmart and Best Buy. In a significant development for its category, it has closed a deal to purchase Time Warner. If the deal passes legal hurdles, the combination could it a deep catalog of content, enabling it to compete with fast emerging players in the entertainment space, like Hulu and Netflix. It would also likely help with retaining customers, who are increasingly cutting cords on expensive all-in-one service plans.


9. IBM

Company: International Business Machines Corp

Brand Value: $95,330 Million

Headquarters: Armonk, NY

Year on Year Change: -7%

Category: Technology

Year formed: 1911


IBM is one of the most recognized and valuable technology brands (and companies overall) in the world today. Throughout its history, it has been responsible for many groundbreaking innovations, including the automated teller machine (ATM), the hard disk drive (HDD), the Universal Product Code (UPC), and the programming language SQL. Today, IBM makes and sells hardware and middleware, and provides consulting services to businesses around the world. It is currently in the middle of a major shift in its business to focus on new technologies like blockchain, AI, and IoT. The brand has placed its biggest bet on Watson, an artificial intelligence platform, originally created to play the quiz game Jeopardy! but that now provides advanced AI services to a wide range of businesses. It has also partnered with MIT to carry out fundamental research in the field and drive scientific breakthroughs that unlock AI’s potential. With roughly 380,000 employees, IBM is one of the largest employers in the world.


10. Mastercard

Company: MasterCard Inc.

Brand Value: $91,910 Million

Headquarters: Purchase, NY

Year on Year Change: 66%

Category: Payments

Year formed: 1966

Mastercard is the world’s second-largest credit card payment network and a nearly universal presence at points of sale in the United States. Every year, it processes 18 billion payments, with around 30 million outlets accepting its cards in more than 200 countries and territories. It also offers premium services, like the World Elite MasterCard, which provides exclusive offers for luxury hotels and resorts. In 2017 Mastercard acquired Brighterion, an AI services company, and in 2018 launched AI Express, a service aimed at improving digital security. Mastercard is familiar to American consumers through its Priceless campaign, which debuted in 1997 and has proved so successful that it has entered the popular lexicon, with numerous parodies found online. Mastercard has benefitted from long term trends towards cashless payments, with its Brand Value growing an extremely healthy 66 percent in the last year, making it the 6th fastest growing US brand by that measure.


11. Verizon

Company: Verizon Communications Inc.

Brand Value: $91,808 Million

Headquarters: New York, NY

Year on Year Change: 6%

Category: Telecom Providers

Year formed: 1983

Verizon is the largest wireless telecommunications provider in the United States. Historically, the company, originally known as Bell Atlantic, was one of the original Baby Bells that formed after the breakup of AT&T. After a series of major acquisitions that increased its footprint across most of the country, the company rebranded itself as Verizon, a portmanteau of “veritas” (Latin for “truth”) and “horizon.” Verizon today seeks to distinguish itself by offering reliable wireless coverage, better products, and excellent customer care. In recent years, it has faced increasing pressure, especially in its wireless business, where T-Mobile has offered low cost, unlimited data plans. Recently, like many telecommunications companies, Verizon has focused on 5G, which is set to launch this year. It is also seeking new revenue opportunities in IoT technology and streaming video. In its home market, Verizon is a household name, largely thanks to its long running “Can you hear me now?” campaign, which has since been co-opted by its competitor Sprint.


12. Coca-Cola

Company: The Coca Cola Company

Brand Value: $75,915 Million

Headquarters: Atlanta, GA

Year on Year Change: -1%

Industry: Soft drinks

Year formed: 1886

With a red-and-white logo recognized by more than 94 percent of the world’s population, Coca-Cola is the definition of a global brand. It sells its signature soft drink, as well as several related sub-brands, like Diet Coke and Coke Zero, in more than 200 markets around the world. The brand began life as a patent medicine invented and marketed by drugstore owner John Pemberton. During the 20th century it built its brand through many innovative advertising campaigns (one of which helped cement the popular conception of Santa Claus in the United States), eventually driving its parent to become the world’s largest beverage company. Every day, consumers drink more than 1.9 billion servings of Coca-Cola products. Coke has always taken great care to protect its identity, holding its retailers to high standards, including monitoring everything from the shape of its bottles to its signature font and color scheme. Coke has recently acquired Costa, a popular coffee chain in the UK, in an attempt to diversify its portfolio and gain direct access to consumers.


13. Marlboro

Company: Altria Group, Inc., Philip Morris International Inc.

Brand Value: $75,730 Million

Headquarters: Richmond, VA

Year on Year Change: -17%

Category: Tobacco

Year formed: 1924


As the best selling cigarette brand in the world, Marlboro is well known for its iconic Marlboro Man character, often seen in billboards and magazine advertisements. While a strong, unified brand, Marlboro is owned and marketed by two separate companies: Altria in the United States and Phillip Morris International in most other markets. Historically positioned itself as a men’s cigarette, it has recently launched campaigns aimed at women as well. Typically, it differentiates itself based on a cool, tough, and adventurous image, even though its recent international “Don’t Be a Maybe” campaign drew fire for depicting young people acting in bold, radical ways. In its home market Marlboro is by far the most popular cigarette brand with a dominant 41 percent share (2016) of the market.


14. UPS

Company: United Parcel Service Inc.

Brand Value: $57,026 Million

Headquarters: Atlanta, GA

Year on Year Change: 1%

Category: Logistics

Year formed: 1907

UPS is the world’s largest package delivery company and one the largest providers of transportation and logistics services. Every day, more than 400,000 UPS employees deliver 19 million packages in 220 countries and territories. In its home market, UPS is known for providing excellent service at a relatively inexpensive price. Its familiar panel trucks and friendly service have helped earn it an American nickname: “Brown.” UPS also positions itself as a brand that can help with consumers and businesses with any issue, which is borne out by taglines like “What Can Brown Do for You?” and “United Problem Solvers.” To take advantage of long term trends towards e-commerce and the speed and expectations increasingly defining that space compliments of Amazon, UPS has recently begun a major project to upgrade its logistics infrastructure.


15. Disney


Company: The Walt Disney Company

Brand Value: $53,902 Million

Headquarters: Burbank, CA

Year on Year Change: -4%

Category: Entertainment

Year formed: 1923

Beloved by children for nearly a century, Disney is the second-largest media company in the world. Its unmatched portfolio of games, movies, products, and amusement parks trace their origin to The Disney Brothers Animation Studio, founded by Walt and Roy Disney in 1923. Long before marketers talked about holistic customer journeys, Disney was designing experiences that were consistently and obsessively on brand at every imaginable touchpoint. Recently, the brand has extended its magic to digital efforts, using technology that includes MyMagic+, MagicBands, and FastPasses to make the Disney experience as seamless as possible. In the past year, Disney cleared regulatory hurdles to acquire 20th Century Fox, a deal that underscores the heavy consolidation underway in the American entertainment and content delivery sectors.


16. The Home Depot

Company: Home Depot Inc.

Brand Value: $52,223 Million

Headquarters: Atlanta, GA

Year on Year Change: 25%

Category: Retail

Year formed: 1978

As the largest home improvement retailer in the United States, The Home Depot sells hardware products, materials, and services to DIYers and professional contractors alike. With more than 2,200 stores (2000 in the United States), the brand distinguishes itself largely through its in-store experience, providing trusted products at a good value. The Home Depot has been benefiting from an improved economy and a wave of millennials buying their first homes. As a result, The Home Depot bucked negative retail trends and recorded its highest sales and net earnings in history in 2018. Currently, the brand is investing heavily in a holistic and integrated strategy around its online efforts that nonetheless supports its core emphasis on human connection. It has also announced a plan to hire a 1,000 person technical team and has acquired The Company Store, a leading online retailer of textiles and home decorating products.


17. Wells Fargo

Company: Wells Fargo & Company

Brand Value: $49,503 Million

Headquarters: San Francisco, CA

Year on Year Change: -10%

Category: Banks

Year formed: 1852


Tracing its roots to the California Gold Rush, Wells Fargo today is an international financial services company that offers everything from corporate banking and asset management to credit cards and consumer finance. It is the third-largest bank by assets in the United States, with more than 8,200 locations and 13,000 ATMs globally. While Wells Fargo traditionally enjoyed a good reputation as a brand, it has faced a long series of damaging and ongoing scandals since the financial crisis of 2008/9. After a handful of unsuccessful attempts to change the conversation, it embraced a new tagline in 2018, “Established in 1852, reestablished in 2018,” which acknowledged past challenges and looked towards the future. It has also ramped up campaigns, introduced card-free ATMs, and launched a Wells Fargo Wallet product that is accepted at more than 1 million merchants. While Wells Fargo does operate internationally, the overwhelming percentage of its revenue comes from its home market.


18. Nike

Company: NIKE Inc.

Brand Value: $47,069 Million

Headquarters: Beaverton, OR

Year on Year Change: 37%

Category: Apparel

Year formed: 1964

Nike is a global icon in the sports equipment and apparel industry. Founded in 1971 by track athlete Bill Knight and his coach Bill Bowerman, it became a household name in 1988 thanks to its transformative slogan, “Just Do It.” Since then, the brand has aimed to empower customers though the emotional message that everyone can accomplish their dreams, if they’re willing to put in the hard work. Overall, Nike's innovative products, massive scale and popularity in emerging markets give the company a tremendous advantage. The brand has 1,142 stores worldwide and is extremely active in the digital space, maintaining several popular fitness and running apps. Faced with increasing competition and slowing growth in its home market, it has announced plans to simplify its product lines and focus on 12 key cities. Nike has also been successfully pursuing a direct-to-consumer strategy and is experimenting with selling its products through Amazon and Stitch Fix. Nike has also made increasingly bold statements on sociocultural matters, most recently by featuring Colin Kaepernick in its 30th anniversary ad campaign.


19. PayPal

Company: PayPal Holdings Inc.

Brand Value: $43,594 Million

Headquarters: San Jose, CA

Year on Year Change: 88%

Category: Payments

Year formed: 1998

PayPal is a global online payments platform that enables consumers to reliably and conveniently bypass traditional payment methods, such as banks or credit cards. The leader in its category, the brand has 244 million active account holders in over 200 markets around the world. PayPal has recently made moves to secure its market-leading position, including opening an innovation lab in India and setting up partnerships with Skype and J.P. Morgan. The company has also made several major acquisitions in 2018 to enhance its AI capabilities and expand its reach, including a $2.2 billion purchase of iZettle, a Swiss payments company that provides point-of-sale software and other services to brick-and-mortar stores. Benefitting from an increased consumer preference for electronic payments, PayPal was the second fastest growing US brand by Brand Value, jumping an astonishing 88 percent in 2018.


20. Starbucks

Company: Starbucks Corp

Brand Value: $42,231 Million

Headquarters: Seattle, WA

Year on Year Change: -8%

Category: Fast food

Year formed: 1971

Styled as its customers’ “third home,” Starbucks has become a dominant purveyor of high-quality coffee products around the world. Founded in 1971 by Howard Schulz, the brand focuses on a huge but niche market, operating more than 8,000 stores worldwide.[15] It also markets its coffee and ready-to-drink products in supermarkets and other retail outlets. Through the years, Starbucks has relied on its products, stores, and service to build its business. Starbucks has recently faced an embarrassing controversy over racial bias in its stores, which forced it to publicly shutter its doors for a national day of sensitivity training. More positively, it has continued to invest heavily in digital innovation, evolving its rewards app that enables mobile payments and facilitates more seamless ordering and pick-up. In the past year, it deepened that initiative by launching a credit card tied to its rewards program with JP Morgan Chase. On a global front, it launched a partnership with Nestlé, which gives the Swiss multinational the perpetual rights to market its products internationally outside its stores.


21. Xfinity

Company: Comcast Corp

Brand Value: $40,118 Million

Headquarters: Philadelphia

Year on Year Change: -10%

Category: Telecom Providers

Year formed: 1981

Xfinity is a brand belonging to Comcast Corporation that offers Internet, telephone, and wireless services. Formerly Comcast Cable, it received its name thanks to a rebranding effort in 2010 and currently serves nearly 20 million high speed Internet customers across the country, offering a wide range of movies and TV shows on a variety of devices that include tablets and mobile phones. From a marketing standpoint, Xfinity operates under the slogan, “Simple, Fast, & Easy,” positioning itself as a comprehensive provider, which resonates with customers who are looking for turnkey solutions. In 2017, the brand rolled out Xfinity Mobile, a wireless service where customers pay “By the Gig” for data usage, rather than having a fixed plan. It is off to a roaring start with more than 380,000 users.


22. Spectrum

Company: Charter Communications Inc.

Brand Value: $38,806 Million

Headquarters: Stamford, CT

Year on Year Change: -6%

Category: Telecom Providers

Year formed: 1993


Spectrum is the brand under which parent company Charter Communications provides broadband, cable, HDTV, wireless and wireline internet, and home security services in 41 states. It is the country’s second-largest cable services brand by number of subscribers. Spectrum typically differentiates itself from its competitors by offering all-in-one packages and highlighting the absence of certain channels in its competitors’ lineups. Currently, the brand is trying to convert customers to more expensive and more comprehensive packages and is willing to see some of them leave as an expected cost of moving to a more premium positioning. Even so, it is seeing substantial losses in subscribers due to pressure from cord-cutting services like Hulu and Netflix, a fact that may be reflected in its slight dip of 6 percent in Brand Value in 2018.


23. Accenture

Company: Accenture PLC

Brand Value: $36,851 Million

Headquarters: Dublin, Ireland

Year on Year Change: 30%

Category: Technology

Year formed: 1989

Accenture provides professional services globally in five main areas: strategy, consulting, digital, technology, and operations. The brand began as the business and technology consulting arm of Arthur Andersen and broke away in 1989. As part of a settlement with its former parent company, Accenture agreed to rebrand itself, selecting a name that reflects its “accent on the future.” It currently has roughly 449,000 employees working in 200 cities and 53 countries around the world. The brand is showing strong growth in its cloud, digital and cybersecurity practices and is experiencing an all-time high in consulting bookings, which may have contributed to a 30 percent rise in its Brand Value in 2018. While American in origin, the brand is officially based in Dublin, Ireland.


24. American Express

Company: American Express Company

Brand Value: $34,098 Million

Headquarters: New York, NY

Year on Year Change: 23%

Category: Payments

Year formed: 1850

American Express is the world’s largest credit and charge card provider by purchase volume. Amex, as it is also known, typically targets higher end consumers with good credit, and especially those who frequently travel. Its card benefits include branded airport lounges and hotel upgrades. It partners with companies of all sizes with specialized offerings, including its successful Shop Small initiative to support small businesses. American Express is a familiar presence on American screens, with advertisements targeting small businesses, millennials, and the general public. Recently, American Express relaunched a single, unified, international brand that reflects an ongoing cultural shift in which consumers blend their business and personal lives together. It also continues to evolve and innovate its card portfolio as it strives to maintain its premium positioning while still growing its business in new ways.



25. General Electric

Company: General Electric Company

Brand Value: $32,218 Million

Headquarters: Boston

Year on Year Change: -31%

Category: Conglomerate

Year formed: 1892

GE is an international conglomerate that sells products and services to everyone from everyday customers to the largest companies and governments in the world. Its major business units include GE Aviation, GE Power, GE Capital, and GE Renewable Energy (GE Appliances is a popular consumer brand no longer owned by the company). In 2018, GE continued to face a challenging environment, with reduced dividends and cash flow problems. In response, it has announced plans to significantly reduce the size of its business, including selling its iconic Lighting division founded by Thomas Edison. As a result, it became the last member of the original Dow Index to relinquish its position. Nonetheless, GE has been an innovative marketer in its home market and has popular Instagram and Snapchat accounts. One of GE’s primary outreaches to American consumers is through Ecomagination, a business strategy that seeks to invest in clean energy, solar power generation, and much more. The company is also one of an elite group that has paid a dividend for over 100 years.


26. Intel

Company: Intel Corp

Brand Value: $31,825 Million

Headquarters: Santa Clara, CA

Year on Year Change: 40%

Category: Technology

Year formed: 1968

Promising to be “the computer inside,” Intel and its easily recognized sound mark have long been a familiar presence in American media. Using a B2B2C business model, the brand sells semi-condunctor technologies to the makers of consumer products, including Dell, Lenovo, and HP. In the marketplace, it typically creates an advantage through innovation and economies of scale that make it difficult for others to compete. With the proliferation of devices in the last decade, Intel has shifted its focus away from the PC market to tablets, smartphones, and other devices—though it is also seeing increased demand for its chips to power data centers for AI and IoT technology. While its products are largely invisible to consumers, Intel has traditional made significant investments in advertising and recently made efforts to better connect with millennials using ads featuring Jim Parsons, star of the popular TV show The Big Bang Theory.


27. Walmart

Company: Wal-Mart Stores Inc.

Brand Value: $30,741 Million

Headquarters: Bentonville, Arkansas

Year on Year Change: 11%

Category: Retail

Year formed: 1962

Walmart is a global retailer long known for providing good value at low prices. As the largest private employer in the world, it has 2.3 million full and part time associates working in 11,703 total stores, including 4,752 locations in the United States. Ninety percent of the US population lives within ten miles of one of its stores. Walmart offers a broad range of products from grocery and clothing to electronics and baby goods. In recent years, the company has aggressively been expanding into digital to compete with Amazon and other online ecommerce platforms. Since the purchase of Jet.com, it has seen its online sales skyrocket, especially as it has acquired other digitally native brands, such as Bonobos, Modcloth, and Moosejaw. Walmart’s revenue currently stands at $485.9 billion per year, making it the largest company in the world by that measure.


28. Netflix

Company: Netflix Inc.

Brand Value: $30,224 Million

Headquarters: Los Gatos, CA Category: Technology

Year on Year Change: 93%

Category: Entertainment

Year formed: 1997

The fastest growing brand by Brand Value in 2018, Netflix offers streaming media and video on demand services to more than 125 million customers worldwide. In a competitive landscape, Netflix differentiates itself with its premium selection of movies and TV shows, ad-free viewing, and original content, including Stranger Things and The Crown. The service is available in 190 countries via smartphone, tablet, and a wide range of over-the-top (OTT) devices. One of the key drivers of its success has been its practice of releasing an entire season of a series at once to allow for binge watching. Netflix also differs from traditional TV in its ability to gather extensive data about subscribers’ behavior, which it then uses to curate a desired mix of content.[23] Netflix plans to spend $8 billion on original content and release 30 local language productions in 2018. Overall, the brand is adding subscribers quickly thanks to the growing adoption of Internet entertainment worldwide.


29. Oracle

Company: Oracle Corp

Brand Value: $29,904 Million

Headquarters: Redwood City, CA

Year on Year Change: 18%

Category: Technology

Year formed: 1977

Enterprise software and cloud computing giant Oracle is the second-largest software maker in the world by revenue. It sells a comprehensive stack of cloud applications, databases, middleware, ERP, CRM, and supply chain management software to organizations of all sizes. Oracle also offers hardware products and servers, something that differentiates it from many of its competitors, like SAP and Salesforce.com. The brand has traditionally marketed to B2B customers, often through large scale events held around the world. American consumers know it through its sponsorship of Oracle Arena, where the Golden State Warriors play, as well as Oracle’s sponsorship of competitors in America’s Cup sailing races. Oracle currently serves 430,000 customers in 175 countries around the world.


30. Budweiser

Company: Anheuser-Busch InBev SA

Brand Value: $25,426 Million

Headquarters: Leuven, Belgium

Year on Year Change: -9%

Category: Beer

Year formed: 2008

The king of beers is one of the most globally recognized of all brands. It targets a broad base of consumers, selling its signature beverage as well as several popular sub brands. Budweiser is also an enthusiastic advertiser and well-known supporter of sporting events, producing some of the most anticipated Super Bowl advertisements of the year. In recent years, Budweiser, like many major beermakers in the United States, has faced considerable headwinds in its home country, as consumers have turned to new microbrews and foreign beers. To increase its relevance, the brand recently concluded a partnership with the NBA and MLB to use their players in its ads for the first time in 60 years. The Budweiser brand is currently owned by Belgian company AB InBev.


31. YouTube

Company: Alphabet Inc.

Brand Value: $24,976 Million

Headquarters: San Bruno, CA

Year on Year Change: 23%

Category: Technology

Year formed: 2005

YouTube is a global Internet video sharing platform owned by Google. Its more than 1 billion monthly users view, upload, share, comment on, and subscribe to other users’ videos across a wide range of devices (over half of all its views come from mobile devices). On mobile alone, YouTube reaches more people in the US than any TV network. YouTube also offers premium services, such as YouTube Red, which features original content and exclusive programming to more than 300,000 subscribers. In 2018, Red also scored major hits with TheEllenShow and its reboot of the Karate Kid franchise as a TV series. Nonetheless, its core business has faced skepticism and even boycotts from companies concerned about the brand safety of some of its content.


32. FedEx

Company: FedEx Corp

Brand Value: $24,624 Million

Headquarters: Memphis, TN

Year on Year Change: 23%

Category: Logistics

Year formed: 1971

Memphis-based FedEx is the worldwide market leader in delivery services and has long been known for its convenient overnight shipping. It operates 664 aircraft and 170,000 motor vehicles, and employs more than 400,000 people, who process more than 14 million shipments each day on average. Given that the company interacts with the public on a daily basis, it has long pursued excellence in customer service as a differentiator. Its Purple Promise pledges all employees to put the customer at the center of all they do. FedEx not only advertises heavily but also sponsors a wide variety of sporting events, including golf, soccer, and American football. FedEx is currently benefitting from an ongoing global shift to ecommerce though it may face competition from Amazon, which has announced it will launch a new package delivery service.


33. Adobe

Company: Adobe Systems Inc.

Brand Value: $23,726 Million

Category: Technology

Headquarters: San Jose, CA

Year on Year Change: 66%

Adobe is a major software and cloud services company serving customers who create, distribute, and manage digital content, including designers, marketers, advertisers, and publishers. Best known for its flagship Photoshop product, the brand’s growth is led by Adobe Creative Cloud, a design platform that spans everything from illustration to user experience design. It is a huge beneficiary of the explosion of design jobs in the marketplace and a lack of any meaningful competition in that space. In addition, its Adobe Marketing Cloud is also gaining customers by its improved collection and interpretation of data across digital marketing platforms. In September 2018, the brand announced plans to acquire Marketo, which will allow it to compete more effectively with Salesforce. Adobe was also one of the fastest growing brands in the last year, increasing its Brand Value by 66 percent.


34. Cisco

Company: Cisco Systems Inc.

Brand Value: $23,084 Million

Headquarters: San Jose, CA

Year on Year Change: 30%

Category: Technology

Year formed: 1984

Cisco is a provider of networking and telecommunications equipment and services. Founded in 1984, it is strongly associated with San Francisco, with a name that is a shortened form of the city’s and a logo inspired by the Golden Gate Bridge. During the dot-com era, Cisco rode a wave of demand to briefly become the world’s most valuable company.Currently, it is transitioning to software and subscription-based services to create recurring revenue, but still generates more than half its revenue from its core networking offering. So much of the Internet’s traffic runs on Cisco technology that the company also publishes reports and forecasts on worldwide data usage.


35. Uber

Company: Uber Technologies, Inc.

Brand Value: $21,118 Million

Headquarters: San Francisco, CA

Year on Year Change: New

Category: Technology

Year formed: 2009

Among the most disruptive of recent startups, Uber was founded in 2009 to enable people to get a taxi with the press of a button, a formula that immediately clicked with consumers given the prevalence of the pain points it addresses. Since its initial launch in 2010 in San Francisco, Uber become a major example of the sharing economy, giving anyone with the right vehicle and a background check to become a driver. It has been an enthusiastic innovator since then, launching dozens of specialized services, including UberPOOL for carpoolers, Uber Eats for food delivery, and UberKids, which offers a car with a children’s seat. Beyond that, it is a major player in the autonomous vehicle and drone delivery spaces. The core Uber service has grown explosively and now offers it services in more than 600 locations worldwide, taking more than 75 million customers on 4 billion trips every year. Uber has faced significant numbers of lawsuits over a variety of practices and saw its founding CEO step down over a widespread sexual harassment scandal at the company. In the first quarter of 2018, Uber reported encouraging financial results, including a 67 percent jump in net revenue to $2.5 billion.


36. Citi

Company: Citigroup Inc.

Brand Value: $20,839 Million

Headquarters: New York, NY

Year on Year Change: 3%

Category: Banks

Year founded: 1812

Citi is a financial services brand offering credit cards, mortgages, and personal and commercial loans. It currently has 200 million customer accounts in 160 countries. While Citi was one of the hardest hit banks during the 2009 financial crisis, the brand has recovered and is growing, partly due to creative approach to marketing that seeks to break consumer preconceptions of financial institutions. Some of its more notable activations include the bike-sharing service Citi Bike, cultural events like Harlem Eat Up, and sponsorship of New York’s Citi Field. It is also seeking to build trust with consumers by simplifying and improving transparency around its products. Recently, Citi has made efforts to improve its app, hoping to make it a one-stop shop for personal finances.



37. LinkedIn

Company: Microsoft Corp

Brand Value: $20,816 Million

Headquarters: Mountain View, CA

Year on Year Change: 41%

Category: Technology

Year formed: 2002

LinkedIn is a business and employment-oriented social networking platform. Its primary audience is 25-54-year-old professionals, evenly split between men and women, though it has recently tried to break out of its white collar image with its “In It Together” campaign featuring people from all walks of life. Acquired by Microsoft in 2016, LinkedIn has 562 million members in 200 countries and territorie LinkedIn offers many features that facilitate networking and recruiting, including new integrations with Microsoft Office like Profile Card, which lets you hover over an email and get deep information about the sender. Compared with other social platforms, it collects more information on users, including skills, education, and work experience. Engagement on the platform is also increasingly strong. And with more professionals logging in and sharing, recruiters and advertisers are using improved data and targeting to reach them.


38. Salesforce

Company: salesforce.com, Inc.

Brand Value: $20,490 Million

Headquarters: San Francisco, CA

Year on Year Change: 44%

Category: Technology

Date formed: 1999

San Francisco-based Salesforce is a cloud-based computing company, focused primarily on the customer relationship management (CRM) market. It provides web-based applications that allow companies to view, share, and analyze information related to their sales efforts. Serving everything from small businesses to large enterprises, Salesforce currently has roughly 150,000 customers around the world. In the last year, the company made several large acquisitions—including Datorama and MuleSoft—to allow its fast-growing Marketing Cloud business to compete more effectively with Adobe. Salesforce has also partnered with Google to connect its products to Google apps and analytics. In its communications, Salesforce tends to demonstrate the positive impacts of the brand and reinforce its “#1CRM” positioning. As of September 2018, it was one of the largest cloud computing brands by market capitalization at roughly $116 billion.


39. Chase

Company: J.P. Morgan Chase & Co.

Brand Value: $20,414 Million

Headquarters: New York, NY

Year on Year Change: 22%

Category: Banks

Year formed: 2000

Chase is the US consumer and commercial banking brand of JP Morgan Chase & Co. It serves consumers, small business, prominent corporations, and government clients—with more than 5,100 branches and 16,000 ATMs nationwide. In recent years, Chase has followed a “digital everything” strategy, investing in digital products and improving personalization. It launched Finn, a mobile banking platform, and partnered with Citibank and Bank of America to launch Zelle, a competitor to payments platform Venmo. On the advertising side, Chase has been aggressively pushing for brand safety, including pulling ads from YouTube for 6 months. In recent years its growth has come from home and auto loans as well as expanding its portfolio of sought-after credit card products like the Sapphire Reserve and a card co-branded with Marriott.


40. Costco

Company: Costco Wholesale Corp

Brand Value: $19,945 Million

Headquarters: Issaquah, Washington

Year on Year Change: 19%

Category: Retail

Year formed: 1976

Costco is a membership warehouse retailer based in Issaquah, WA. Its 749 “warehouses” offer a wide range of name brands as well as its own Kirkland brand of merchandise at generally competitive prices. Many stores also operate low-cost gasoline stations. Its customers, which include businesses, purchase a yearly membership that gives them access to the stores. It keeps prices low by offering only 4,000 carefully chosen SKUs, instead of the 30,000 found at many supermarkets. Traditionally, Costco has chosen to rely on its excellent customer service, word-of-mouth advertising, and happy employees to promote its brand, and it has not invested much in ecommerce. Recently, the company switched its credit card partner from American Express to Visa, which offers cash back plans that may be more in line with the desired features of discount-minded consumers.


41. J.P. Morgan

Company: J.P. Morgan Chase & Co.

Brand Value: $19,281 Million

Headquarters: New York, NY

Year on Year Change: 21%

Category: Banks

Year formed: 1871

Named for a famed, Progressive-era banker, the J.P. Morgan brand portfolio covers a number of divisions, including investment banking, wealth management, and asset management. Its parent company is the largest bank in the United States by assets, and third-largest in the world, with operations in 60 countries and total assets of around $2.5 billion. In its marketing, J.P. Morgan tends to focus on its excellent customer service, which it recently highlighted through its “Extra Mile” campaigns. Like its banking counterpart Chase, it has also been at the forefront of brand safety issues, including pulling ads for a time from YouTube. In addition, it uses its digital channels to deepen its customer relationships with magazine-quality content on a diverse range of financial topics.


42. Pampers

Company: The Procter & Gamble Company

Brand Value: $18,691 Million

Headquarters: Cincinnati, OH

Year on Year Change: -15%

Category: Baby care

Year formed: 1961

In 1961, P&G introduced Pampers, its first disposable diaper. Since then, the brand has become the leading diaper in the United States market, even though it sells at a premium price. Today, the brand also sells a range of related baby products, including wipes, waterproof diapers, and pull ups for older children. In its marketing, Pampers primarily targets first time parents, aged 24-34, and often leverages traditional advertising channels like print and TV—though it has recently stepped up its digital efforts using AI to target expectant parents.  It is also known for sponsoring children’s TV shows, such as Sesame Street and Make Room for Baby. It optimistically promotes its vision of healthy, happy babies, and the parents who take care of them. Pampers has recently introduced a natural line of products intended to lean into public interest in healthier lifestyles.  

43. Colgate

Company: Colgate-Palmolive Company

Brand Value: $18,586 Million

Headquarters: New York, NY

Year on Year Change: 2%

Category: Personal care

Year formed: 1873

The first Colgate toothpaste debuted in 1873, launching a brand that would eventually become the global leader in its category. Today, Colgate produces a wide range of oral hygiene products, including toothpaste, mouthwash, and dental floss. Colgate advertising has traditionally focused on health, but in recent years the brand has explored new approaches, including investments around its Colgate Naturals offerings. In addition, the brand has reacted to consumers’ ongoing embrace of e-commerce by investing in Hubble, a New York-based company specializing in online subscriptions. A recent Kantar study found that Colgate was the only brand bought by more than half the world’s households.


44. Bank of America

Company: Bank of America Corp

Brand Value: $18,543 Million

Headquarters: Charlotte, NC

Year on Year Change: 36%

Category: Banks

Year formed: 1904

Few companies have so dramatic a beginning as Bank of America, which was one of the only San Francisco banks to survive the 1906 earthquake. Today, it is a large, multinational financial institution, with a presence in all 50 states, as well as 40 countries. It has 4,400 retail centers, 16,100 ATMs, and more than $1 trillion in assets under management. In recent years, the brand has tried to combine its retail presence with better digital experiences. It now has 25 million mobile users and has introduced a virtual financial assistant named Erica. And like several other US banks, it is seeing explosive growth in usage of its shared Zelle payments service. In 2018, it was the fastest growing American bank in terms of Brand Value, increasing at a fast 36 percent.



45. Dell Technologies[JS1] 

Company: Dell Technologies Inc.

Brand Value: $18,272 Million

Headquarters: Round Rock, TX

Year on Year Change: New

Category: Technology

Year formed: 1984

Dell Technologies manufactures and markets a wide range of personal computers and peripherals for consumers, as well as enterprise solutions for businesses. The brand focuses on everything from college students to large businesses. In the consumer space, Dell Technologies distinguishes itself through a built-to-order model, which allows customers to make choices about the features and capabilities of the products they buy. In 2013, the company was taken private in an attempt to make bold changes to turn its business around. It has since rebounded with a major acquisition of EMC, which at $67 billion is one of the largest such deals ever for a technology company and announced plans to become publicly listed again.


46. Subway

Company: Doctor's Associates Inc.

Brand Value: $18,270 Million

Headquarters: Milford, CT

Year on Year Change: -6%

Category: Fast food

Year founded: 1965

Subway is the world’s largest restaurant chain by number of stores with 45,000 locations, more than 30,000 of which are in the United States. The brand serves a variety of convenient sandwiches to customers looking for a quick and healthy meal. In recent years, Subway has faced steady pressure from challenger brands and local delis that are capitalizing on changing consumer preferences, including those who prefer the ease of sandwich-making at home. As a result, the brand is closing more than 500 stores in 2018, after closing 800 in 2017 (it is, however, expanding overseas). To reconnect with millennials, the brand has hired a 150-person, in-house digital team and remodeled roughly 150 restaurants with digital menu boards, ordering kiosks, and a more contemporary look. The brand is also emphasizing storytelling with its Subway Subculture stories, which recently featured couples that have fallen in love at its stores.



47. T-Mobile US

Company: T-Mobile US Inc.

Brand Value: $17,925 Million

Headquarters: Bellevue, WA

Year on Year Change: 6%

Category: Telecom providers

Year formed: 1994

T-Mobile US offers wireless voice and data services over a network that reaches 98 percent of Americans. It is the country’s third-largest wireless service provider with over 74 million customers. T-Mobile manages to stand out in an often poorly differentiated category by branding itself as the “uncarrier.” Pitching its services primarily to customers cynical about mobile phone companies or who have had negative experiences with other carriers, it boldly eliminated unpopular practices like subsidized phones, charges for overuse of data, and early termination fees. Recently, T-Mobile has been pursuing a merger with rival Sprint to help accelerate its introduction of 5G technology.


48. ExxonMobil

Company: Exxon Mobil Corp

Brand Value: $17,749 Million

Headquarters: Irving, TX

Year on Year Change: -3%

Category: Oil & Gas

Year formed: 1999

Created by a mega-merger of two oil giants in 1999, Exxon Mobil is the world’s largest oil and gas company by revenue. Currently, ExxonMobil has reserves of 20 billion barrels and also operates 37 oil refineries with a combined capacity of 6.3 million barrels per day, making it the largest refiner in the world. In an industry challenged by wide swings in commodity prices, ExxonMobil has traditionally enjoyed a management advantage that enables it to achieve lower costs and higher earnings per barrel than many of its competitors. On the consumer side, the brand speaks through an “Energy lives here” slogan and advertises in major venues, including NASCAR racers its Mobile1 product serving as the official motor oil of NASCAR. In response to the tax reform bill and an improved business climate, the company has announced plans to invest over $50 billion in the US over the next 5 years to increase production and enhance its integrated portfolio of products.


49. US Bank

Company: US Bancorp

Brand Value: $15,816 Million

Headquarters: Minneapolis, MN

Year on Year Change: -8%

Category: Banks

Year formed: 1863

Founded in 1863, US Bank holds the second-oldest continuous national bank charter in the United States. Today, it is the 5th largest commercial bank in the country, offering consumer banking services that include checking and savings accounts, mortgages, and student loans. US Bank has more than 3,000 branches and nearly 18.7 million customers, primarily in the Midwest. The brand has recently tried to differentiate its digital offering from its peers by launch Automated Investor, a robo-adviser targeted not just at millennials (who are the traditional target of such efforts), but to its entire customer base. It has also partnered with several other large United States banks to launch Zelle, a rapidly growing mobile payments service.


50. KFC

Companies: Yum! Brands Inc. & Yum China Holding Inc

Brand Value: $15,757 Million

Headquarters: Louisville, KY

Year on Year Change: 22%

Category: Fast food

Year formed: 1930

KFC is the world’s fourth-largest fast food chain by number of locations. It traces its roots to 1930, when Colonel Harland Sanders (the title is an honorific given by the state of Kentucky) opened a fried chicken and smoked meats stand in Louisville, KY. For much of its early history, KFC was known as Kentucky Fried Chicken, but it changed its name in 1991 to reflect health concerns over the effects of eating fried food. Above all, the brand positions itself as a family-friendly option, with menu choices that cater to groups as well as individuals. It backs up its “Always Original” messaging with innovative menu options, including the recent Chizza, a combination of chicken and pizza. The brand remains one of parent company Yum! Brands’ best performers and grow its Brand Value by 22 percent in 2018, making it the fastest growing in the fast food category by that measure.