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2019 Brand Profiles 51-100

51. Xbox

Company: Microsoft Corporation

Brand Value: $15,329 Million

Headquarters: Redmond, WA

Year on Year Change: NEW

Category: Technology

Year formed: 2001

Xbox is a line of video game consoles and online services developed by Microsoft. Since its launch in 2001, it has grown to be one of the most popular gaming and entertainment platforms in the world. While Microsoft has not released sales figures on its latest Xbox One console, it has revealed that there are 57 million active Xbox Live subscriptions in June 2018.[1] Xbox owners can currently play 1370 games across a wide range of genres from fighting and adventure to titles suited for friends and family. Xbox also supports Xbox Live, a community of users, and provides a monthly subscription service, Xbox Game Pass, that provides access to over 100 games. In 2018, Microsoft announced a new Gaming Cloud to help developers take advantage of its Windows Azure offering.



52. HP

Company: Helmerich & Payne, Inc.

Brand Value: $15,286 Million

Headquarters: Palo Alto, CA

Year on Year Change: 23%

Category: Technology

Year formed: 1939

HP manufactures printers, 3D printers, and personal computers, and is the world leader in the PC market. As Silicon Valley’s original garage-startup, it split from HPE in 2015 and positioned itself as a brand focused on innovation. Under the tagline “Keep Reinventing,” it seeks to create products that not only have mass appeal, but also attract premium customers who see the value of novel features and technologies. Its new Zbook X2, a detachable touchscreen laptop, and OMEN X, a powerful gaming laptop are some of its highest end products released to date. In November 2017, HP acquired Samsung’s printer division, lengthening its already considerable lead in shipments in the category.



53. Instagram

Company: Facebook, Inc.

Brand Value: $14,608 Million

Headquarters: Menlo Park, CA

Year on Year Change: 67%

Category: Technology

Year formed: 2010

Owned by Facebook, Inc., Instagram is a social media platform that enables users to share photos, and videos—and gives them filters and augmented reality tools to bring a personal touch to their content. It currently has over 500 million daily active users and is highly popular in the 18-24 demographic. Instagram is experiencing strong growth, thanks to new features, like the Stories option, which lets users make a series of posts that eventually disappear. A growing number of advertisers (2 million monthly) use the platform to reach users in full-screen, with luxury brands in particular seeing success with the platform. In June 2018, the brand launched IGTV, which enabled users to share vertical videos 10-60 minutes in length and had millions of downloads a month later.



54. Gillette

Company: The Procter & Gamble Company

Brand Value: $14,275 Million

Headquarters: Boston

Year on Year Change: -10%

Category: Personal care                   

Year formed: 1901

Gillette is one of the United States’ best-known safety-razor brands. Owned by P&G, the brand has long positioned itself as providing products that give men the confidence to be their best. Gillette marketing strives to make its customers feel sophisticated and successful, and more recently has focused on the uniqueness of individuals. For example, it recently released a touching ad about a man who shaves his elderly father with its new Treo product, which is the first razor designed for assisted shaving. As a premium brand, Gillette’s sales have stalled as low cost subscription services have taken market share. In response, the brand has shifted its longstanding strategy of increasing prices with each new product launch and has invested in its own Gillette on Demand service, which allows customers to order new blades by text. It’s been estimated that more than 750 million people worldwide own Gillette products.


55. Lowe's

Company: Lowe's Companies, Inc.

Brand Value: $13,924 Million

Headquarters: Mooresville, NC

Year on Year Change:15%

Category: Retail

Year formed: 1946

Lowe’s is a major home improvement chain based in Mooresville, NC. It operates 2,152 hardware and home improvement stores in Canada, Mexico, and the United States, welcoming more than 17 million customers per week. More than its rival The Home Depot, Lowe’s focuses its efforts on the DIY segment, with in-store consulting and investments in a wide range of digital technologies. The brand’s Lowe’s Innovation Labs has a broad remit to explore everything from AR and VR to on demand manufacturing and narrative-driven innovation. Lowe’s recently shifted its marketing from a single national agency to three distinct regional ones to reflect the fact that different areas of the country have different kinds of homes with different needs. It is also one of the few beneficiaries of an increased incidence of natural disasters in the US in recent years, which has driven up the need for its products and services.


56. eBay

Company: eBay Inc.

Brand Value: $12,899 Million

Headquarters: San Jose, CA

Year on Year Change: 0%

Category: Retail

Year formed: 1995

eBay is an online B2B and B2C auction and ecommerce platform. Based in San Jose, CA, it enables users to buy and sell nearly any kind of good or service that fits within its wide guidelines. Because of the broadness of its offering, it’s nearly impossible to group eBay customers into any demographic group or geographic area. Young, old, urban, and rural customers in the United States all use eBay and for every imaginable kind of transaction, some of the more outlandish of which occasional make the news. eBay has recently parted ways with its longtime payments partner, PayPal, enabling it to be more price competitive with rival Amazon. eBay’s revenue grew 7 percent in 2017 to $9.6 billion, making it one of the 10 largest Internet company in the world by that measure.



57. Ford

Company: Ford Motor Company

Brand Value: $12,569 Million

Headquarters: Dearborn, MI

Year on Year Change: -2%

Category: Cars

Year formed: 1903

One of the most recognizable brands in the world, Ford has been making cars since 1903. In 1913, founder Henry Ford instituted a moving assembly line to build the Model T, making car ownership affordable for America’s middle class. Today, Ford designs, manufactures, markets, and services cars, trucks, and electric vehicles in numerous countries around the world. In addition to building vehicles, the brand is at the forefront of new mobility solutions. Its Ford Smart Mobility subsidiary aims to create and invest in new solutions around connectivity, mobility, autonomous vehicles, customer experience, and data and analytics. In the past year, Ford has announced a shift in strategy towards building fewer models that would allow it to consistently outpace its competitors in innovation.


58. ESPN

Company: The Walt Disney Company

Brand Value: $11,958 Million

Headquarters: Bristol, CT

Year on Year Change: New

Category: Entertainment

Year formed: 1978


ESPN is a pay sports television service owned by Disney and the Hearst Corporation. Based in Bristol, CT, the channel was one of a wave of new entrants that came with arrival of cable television in the US. Its rapid growth was due to its popularization of “March Madness” around the annual NCAA basketball tournament, as well as its broadcast of college football games. Each year, ESPN offers 16,000 live events and 65,000 total live hours of programming, including its popular Sports Center and Monday Night Football, across 8 channels and its digital properties. In recent years, ESPN has faced challenging times, as consumers abandon bundled TV packages, and responded by launching ESPN+, a direct-to-consumer offering.


59. Pepsi

Company: PepsiCo, Inc.

Brand Value: $11,908 Million

Headquarters: Purchase, NY

Year on Year Change: -7%

Category: Soft drinks

Year formed: 1898

Pepsi is a global soft drink brand, known for its longstanding rivalry with Coca-Cola. Founded in 1898, the brand’s sales greatly increased during the Great Depression, due to its practice of undercutting Coke by selling more product for the same price. During its long history, its advertisements have made enduring contributions to pop culture, something it has emphasized recently with limited edition retro packaging. The many musical stars associated with the brand include Joanie Sommers, Michael Jackson, Britney Spears, and Beyoncé. Pepsi today faces a more health-conscious audience, which often takes a negative view of carbonated drinks. The brand’s parent company PepsiCo has responded with both transparency and healthier choices, such as low calorie and low caffeine versions of its products. But it has recently announced plans to turn its attention and increase media spending in promoting its colas.


60. Morgan Stanley

Company: Morgan Stanley

Brand Value: $11,670 Million

Headquarters: New York, NY

Year on Year Change: 19%

Category: Banks

Year formed: 1935

In 1935, the Glass-Steagall Act prevented financial companies from having both commercial and investment banking arms. As a result, Henry S. Morgan, Harold Stanley, and others left JP Morgan & Co. to form the investment bank Morgan Stanley. Since then, it has been offering financials services to professional investors and high net worth individuals, including investment banking, wealth management, and securities underwriting. Morgan Stanley has not made itself well known to ordinary consumers through advertising but instead focuses on its core clientele. In the industry, it has a reputation as a human-centric, hands-on firm. It has recently rebranded itself with a new, clean, and confident visual identity.



61. Sprint

Company: Sprint Corporation

Brand Value: $11,509 Million

Category: Telecom providers

Headquarters: Overland Park, KS

Year on Year Change: -14%

Year formed: 1899

Sprint is the fourth-largest telecommunications provider in the United States. It primarily offers pre- and post-paid wireless telephone service. Sprint was originally formed to deliver phone service around Abilene, Kansas, and the company went through many changes prior to being purchased by Japanese telecommunications company Softbank in 2013. In recent years, it has differentiated itself largely on price. To emphasize this, it has launched marketing campaigns against Verizon, touting its less expensive offering for roughly the same service. Sprint’s growth stalled in 2017, while it has been pursuing a potential merger with T-Mobile to accelerate introduction of 5G technology.


62. State Farm

Company: State Farm Mutual Automobile Insurance Company

Brand Value: $11,104 Million

Headquarters: Bloomington, IL

Year on Year Change: 11%

Category: Insurance

Year formed: 1922

State Farm is the largest auto and home insurer in the US and also offers banking and mutual fund investing services. As its name implies, the brand originally came into being as an insurer for agricultural vehicles, but today the brand’s major differentiation is its scale. It has more than 65,000 employees and 19,000 independent agents, which helps it to make good on its promise that when something goes wrong, “Like a good neighbor, State Farm is there.” Since 2003, the brand has been consolidating its operations around three regional hubs, while eliminating many of its field offices. Like many American insurers, State Farm also advertises heavily, with some of its recent, offbeat commercials featuring basketball player Chris Paul.


63. Hilton

Companies: Hilton Worldwide Holdings Inc., Hilton Grand Vacations Inc.

Brand Value: $10,790 Million

Headquarters: McLean, Virginia

Year on Year Change: 10%

Category: Hotels

Year formed: 1919

Hilton is a well-known, international hotel brand. With 570 properties on 6 continents, it has long been known as an innovator in the industry. Among its history of firsts are TVs in rooms, airport hotels, air conditioned rooms, and a centralized booking system. Hilton today is perceived as a premium brand with a customer base of middle-aged and older professions in moderately high socioeconomic brackets (its parent company also operates the luxury Conrad and Waldorf Astoria brands). In 2018, it continued its tradition of firsts by introducing the Connected Room, a new concept that lets visitors control lights and entertainment via a mobile app.


64. Delta

Company: Delta Air Lines, Inc.

Brand Value: $10,768 Million

Headquarters: Atlanta, GA

Year on Year Change: 2%

Category: Airlines

Year formed: 1924

Delta tops the airline industry in the United States in Brand Value in 2019, but it has long won esteem as an admired company. Its name is a reference to the Mississippi Delta, and its southern roots have inspired a culture of hospitality that sets it apart in an otherwise lightly differentiated category. It is known for its belief that happier employees make happier customers. The brand is one of the few U.S. airlines that currently offers free food in economy class on domestic flights, and it has recently overhauled its snack menu to offer better choices than the traditional peanuts and pretzels. It has also employed data extensively, including tracking people via heart monitors to identify and understand stress points in the flying experience. Delta flies to 324 destinations in 57 countries on six continents and carries 190 million passengers per year.



65. HPE

Company: Hewlett Packard Enterprise Company

Brand Value: $10,609 Million

Headquarters: Palo Alto, CA

Year on Year Change: -17%

Category Technology

Year formed: 2015

HPE was formed in 2015 during a split of Hewlett Packard. This resulted in two new companies: HP Inc. which retained its parent’s printer and personal computer business; and HPE, which offers enterprise IT services. In the short period since then, HPE has made several major moves to both acquire and divest its businesses, including a recent acquisition of Plexxi, a specialist in data center solutions. While not widely recognized by the public as a distinct entity, the brand retains the iconic Hewlett Packard and touts its more than 75 years of innovation. Facing increasing competition, HPE recently cut 10% of its workforce and announced a new focus on edge computing, cloud computing, and autonomous data centers.


66. DISH Network

Company: DISH Network Corp.

Brand Value: $9,842 Million

Headquarters: Meridian, CO

Year on Year Change: -19%

Category: Telecom providers

Year formed: 1981

DISH Network provides satellite TV, music, and Internet service to customers in the United States and Mexico. Founded as EchoStar in 1981, it was spun off as a separate company in 1996 and currently serves roughly 13 million television subscribers. It also offers Sling TV, an inexpensive OTT service aimed at millennials, but is increasingly being adopted by the brand’s entire customer base. DISH Network positions itself as “Tuned into You,” offering highly flexible subscription options for all of its services. Its ongoing “Spokelistener” campaign reinforces that positioning with a character who solves customers’ humorously complex challenges with simple solutions. In recent years, Sling TV has been adding customers, while the brand’s satellite subscribership has been in decline.


67. CenturyLink

Company: CenturyLink Inc.

Brand Value: $9,686 Million

Headquarters: Monroe, LA

Year on Year Change: 45%

Category: Telecom providers

Year formed: 1930

CenturyLink is the third-largest telecommunications provider in the United States with customers in 37 states, primarily in the west and Rocky Mountain region. Its major customer base is in the business sector, while it also focuses on acquiring individual consumers with a lucrative “Triple Play” product that combines TV, landline, and high speed Internet service. In November 2017, CenturyLink acquired Level 3 Communications, in an unusual deal that saw Level 3’s CEO take the helm at the combined company. The public encounters CenturyLink through advertisements under the tagline “Your Link to What’s Next,” which emphasizes its cross-country reach and ability to bring together people from diverse backgrounds and lifestyles.


68. Goldman Sachs

Company: The Goldman Sachs Group, Inc.

Brand Value: $9,255 Million

Headquarters: New York, NY

Year on Year Change: 6%

Category: Banks

Year formed: 1869

Goldman Sachs is a globally recognized financial brand, involved in investment banking, asset management, commercial banking, commodities trading, mutual funds, and bond underwriting. Traditionally, it has served an elite clientele composed of everyone from wealthy individuals and Fortune 500 corporations to institutional investors and sovereign wealth funds. It is also known in the United States for providing the national government with Secretaries of the Treasury, including the current one, Steve Mnuchin. In recent years, Goldman Sachs has taken its brand in new directions. As one example, it has doubled down on its investments in the fintech market by purchasing Clarity Money, a money management app that should enhance its consumer-oriented, online Marcus product. In its core business, Goldman Sachs ranked first in announced and completed mergers and acquisitions in 2017.


69. American Airlines

Company: American Airlines Group Inc.

Brand Value: $9,216 Million

Headquarters: Fort Worth, TX

Year on Year Change: -4%

Category: Airlines

Year formed: 1926

American Airlines is currently the world's largest airline by a number of measures, including fleet size, revenue, and passenger-miles flown. Much of its scale is due to its 2013 merger with another large carrier, U.S. Airways, which was rebranded and flew its last flight in 2015. Currently, American Airlines operates 6,700 flights daily to 350 destinations. With 70 percent of its business in its home market, the brand operates in a largely undifferentiated category. Like other airlines, it has seen its share of controversial incidents with passengers, some of which prompted the NAACP to issue a travel advisory. American Airlines quickly responded by requiring its employees to undergo anti-racism training. In recent years, the brand reached out to its customers with ads around the tagline “The World's Greatest Flyers Fly America” that highlight good flying behavior.



70. PNC Bank

Company: PNC Financial Services Group, Inc.

Brand Value: $8,980 Million

Headquarters: Pittsburgh, PA

Year on Year Change: 11%

Category: Banks

Year formed: 1845

PNC specializes in retail and business banking, credit cards, and asset management. Widely perceived as a consumer bank, it has 25 percent of total assets made up of consumer accounts. It currently operates 2,459 branches and 9,051 ATMs across 19 states and the District of Columbia. PNC has recently made a big push into millennials and GenZ with a Virtual Wallet product that offers customers tools and resources to charge of their financial lives. PNC landed a five year deal with NASCAR that positions it as the official bank of NASCAR. It has recently announced its expansion into Denver, Houston, and Nashville, and is planning on launching a national digital bank.  


71. Chevron

Company: Chevron Corporation

Brand Value: $8,858 Million

Headquarters: San Ramon, CA

Year on Year Change:4%

Category: Oil & gas

Year formed: 1879

Chevron is the United States’ second-largest oil and natural gas producer. Its upstream operations include oil and gas exploration as well as production. Downstream, it refines and sells oil, natural gas, and a wide range of other products. Chevron also maintains a large retail presence with nearly 8,000  service stations in the United States alone, many of which are being rebranded with ExtraMile convenience stores.  Other customers include airlines, utilities providers, individual consumers, and small businesses. Within its category, Chevron follows a set of principles called The Chevron Way, aiming to be the energy company most admired for its people, partnerships, and performance. It also invests heavily in innovation, including in the alternative energy sector, where it has claimed to be the world’s largest producer of geothermal energy.


72. 7-Eleven

Company: Seven & i Holding Co., Ltd.

Brand Value: $8,565 Million

Headquarters: Irving, TX

Year on Year Change: -5%

Category: Retail

Year formed: 1927

7Eleven is the world’s largest convenience store brand with more than 60,000 stores around the globe. Now under Japanese ownership, it has long been an innovative brand, among other things debuting the first television commercial in its industry, installing the first ATM in a convenience store, and inventing the to-go cup for coffee. It is also well known for its Slurpees and Big Gulp beverages. The scale and density of 7-Eleven stores gives it a competitive advantage, especially as the stores share data to improve the customer experience and identify topics for social media. 7-Eleven also promotes itself though whimsical PR stunts, including Free Slurpee Day, which is held each year on the brand’s “birthday” July 11, or 7/11 (the actual story behind the name is that the stores were originally open from 7 a.m. to 11 p.m.).



73. Target

Company: Target Corporation

Brand Value: $8,492 Million

Headquarters: Minneapolis, MN

Year on Year Change: 13%

Category: Retail

Year formed: 1902

Target is the United States’ second-largest discount retailer behind Walmart. It has long been known for its middle market approach, appealing to younger, image-conscious shoppers with fashionable product lines. It currently has 1,822 stores throughout the United States, including both traditional big box as well as smaller, urban stores. After a disappointing 2016, Target has decided to invest $7 billion in its stores and supply chain. Among other things, it has launched 12 new brands (with more to come) including clothing brands that will refresh their lines more frequently to meet rising customer expectations. To respond to a changing retail environment, the brand has also launched an innovative Target Restock program, in which customers fill a shipping box with essential items online and have them delivered the next business day for a nominal charge.


74. Walgreens

Company: Walgreens Boots Alliance, Inc.

Brand Value: $8,365 Million

Headquarters: Deerfield, IL

Year on Year Change: -18%

Category: Retail

Year formed: 1901

With 9,800 stores, Walgreens is the second-largest pharmacy chain in the US, though its recent purchase of 1,932 stores from Rite Aid Corporation will close the gap with rival CVS. It sells prescription drugs, photo services, and health and beauty products. Walgreens has long pursued a strategy of geographic saturation so that 76 percent of Americans live within 5 miles of a Walgreens or Duane Reade store. Like many of its rivals, Walgreens has also invested heavily in digital and mobile technology and is using data to help deliver a better customer experience. Moving forward, Walgreens may face a significant challenge as Amazon has purchased PillPack, a clear signal that the e-commerce giant intends to follow through on its alliance with JP Morgan Chase and Berkshire Hathaway to reduce healthcare costs.






75. Tesla

Company: Tesla Inc.

Brand Value: $8,362 Million

Headquarters: Palo Alto, CA

Year on Year Change: 1%

Category: Cars

Year formed: 2003

After launching its first electric sports car in 2008, Tesla proved how quickly a company could build a beloved brand. It manufactures and sells a range of environmentally conscious products, including cars, battery packs, and solar panels, and is developing its much-hyped Hyperloop high speed transportation system. Led by visionary CEO Elon Musk, Tesla has created a new business model for the automobile industry, in which the company owns its own dealerships and sells directly to the consumer. Tesla’s cars distinguish themselves by their energy efficiency, cutting edge technology, and low carbon footprint—winning them many exuberant fans, who serve as walking advertisements for the brand.



76. Marriott

Companies: Marriott International Inc., Marriott Vacations Worldwide Corporation

Brand Value: $8,344 Million

Headquarters: Bethesda, MD

Year on Year Change: 14%

Category: Hotels

Year formed: 1957

Marriott is a global chain of over 500 international hotels and resorts. Its customer base is largely composed of business travelers, with 40 percent of its bookings resulting from business meetings. The brand positions itself according to the “golden rule,” or having its employees treat customers how they would want to be treated. It is also known for building loyalty among customers and employees and makes frequent appearances on “Best Places to Work” lists. In recent years, the brand has expanded its service digitally, leading its industry in mobile app development, including the introduction of mobile check-in and remote concierge services.Marriott is also investing in China, where it has a joint venture with e-commerce giant Alibaba to gain access to the country’s growing middle class.


77. Domino's Pizza

Company: Domino’s Pizza, Inc.

Brand Value: $8,281 Million

Headquarters: Ann Arbor, MI

Year on Year Change: 16%

Category: Fast food

Year formed: 1960

Domino’s is a pizza delivery chain that has long been known for delivering its products in under 30 minutes. It primarily targets young adults, college students, millennials, as well as a “boomerang” demographic that previously bought the brand but abandoned it due to changing public tastes. Domino’s has long been steadily increasing market share after changing its pizza recipe in 2009 and making strong investments in digital technology. Today, it is among the most digitally enabled fast food brands, allowing customers to order via Amazon Alexa, Google Home, and even through Samsung TVs. More than 60 percent of its orders are now digital. Domino’s currently has over 15,000 stores in 85 markets, after opening 1,000 new locations globally in 2017.


78. Lay's

Company: PepsiCo, Inc.

Brand Value: $8,220 Million

Headquarters: Plano, TX

Year on Year Change: 0%

Category: Food & dairy

Year formed: 1932

Lay’s is a brand of thinly sliced potato chips, offering more than 200 varieties and flavor variants worldwide, including Stax, Wavy, and Kettle Cooked. Founded by Herman Lay in 1932, it has historically been an innovative marketer on the American scene. It was the first snack food brand to advertise on national TV and the first to introduce a healthy alternative, Baked Lays. Lay’s often outpaces rivals with new product launches and quick responses to fast-changing consumer tastes. A good example of this is its Lay’s Taste of America series which highlights regional specialties, perhaps a response to an increasing interest in local cuisine. Lay’s has a global footprint, including a major presence in the United Kingdom, where it is marketed as Walkers, one of the country’s most popular snack brands.



79. CBS

Company: National Amusements, Inc.

Brand Value: $8,215 Million

Headquarters: New York, NY

Year on Year Change: New

Category: Retail

Year formed: 1928

Established in 1928, CBS creates and distributes news and entertainment on a range of platforms, including cable, publishing, local TV, consumer products, and digital media. Today, it has more than 200 television stations and affiliates, reaching nearly every home in the US that has a TV. It produces content of almost every type including, news, business, movies, and sports. Known for its iconic “eye” logo, it is the most watched network in the country, with a total network lineup that was seen by more than 135 million people during the 2017-2018 season, including the #1 primetime show The Big Bang Theory, the #1 rated daytime drama The Young and the Restless, and the #1 rated news program 60 Minutes.


80. Whole Foods

Company: Amazon.com, Inc.

Brand Value: $8,078 Million

Headquarters: Austin, TX

Year on Year Change: 56%

Category: Retail

Year formed: 1980

Whole Foods is a supermarket chain that primarily features foods without artificial preservatives, colors, and flavors. It also has a significant private label business with its 365 by Whole Foods line. The brand has traditionally attracted an affluent customer base willing to pay a high premium for organic, sustainable products, a strategy that also earned the brand the nickname “Whole Paycheck.” However, with its 2017 acquisition by Amazon, it parent company slashed prices on key items and introduced a range of new integrations for Amazon Prime Members, including special discounts, 5 percent cash back for using its credit card, and 2-hour delivery from its stores in certain areas. Amazon has also started selling its popular Echo products in Whole Foods stores. 



81. NBC

Companies: Comcast Corporation

Brand Value: $7,911 Million

Headquarters: New York, Ny

Year on Year Change: New

Category: Entertainment

Year formed: 1926

Sometimes called “the peacock network” thanks to its famous logo, NBC is one of the largest and best known media and entertainment in the world. Originally one of the Big Three networks that dominated American television prior to the arrival of cable TV, it now broadcasts roughly 5,000 hours of programming each year to more than 200 affiliated stations in the US. As a result, NBC reaches 99 percent of all homes in the US that own a TV. Its NBC Entertainment division develops a wide variety of primetime, daytime, and late night programming—including the popular This Is Us and long running Law and Order franchise. In 2017, it was the top-rated network in the coveted 18-49 demographic, its third year in a row. NBC also produces news across a range of networks that include its flagship NBC, as well as CNBC and others. NBC has won more Emmys than any other network.



82. CVS

Company: CVS Health Corporation

Brand Value: $7,876 Million

Headquarters: Woonsocket, RI

Year on Year Change: -14%

Category: Retail

Year formed: 1963

CVS (the name was originally an acronym for “Consumer Value Store”) is the largest retail pharmacy chain in the United States by number of locations. Like many pharmacies in the United States, CVS sells not merely prescription medicines, but a wide variety of other items, including food, beverages, greeting cards, photo finishing services, and health and beauty products. The company operates 9,700 retail locations and has 1,100+ walk-in Minute Clinics, which offer basic health services. In December 2017, its parent company announced plans to acquire health insurer Aetna, with the hope that it will improve patient monitoring and reduce costs. CVS tries to set its brand apart by a greater dedication to health than its rivals. Its commitment to this idea was embodied its well-publicized decision to stop selling tobacco products, a move that cost it $2 billion in profits, but enabled the brand to live its Brand Purpose.  


83. Southwest

Company: Southwest Airlines Co.

Brand Value: $7,824 Million

Headquarters: Dallas, TX

Year on Year Change: -4%

Category: Airlines

Year formed: 1967

Southwest is the largest low-cost airline carrier in the world and the largest domestic air carrier in the US. While it offers a budget, no-frills service for customers, it is also known for openness, honesty, and fun customer experience. Under the tagline, “Low fares. Nothing to hide,” it offers remarkably consistent service (all of its planes are Boeing 737s). Southwest is also well known in its home market for its humorous advertisements, including its wry “Wanna get away” spots that place characters in highly embarrassing situations. In April 2018, a Southwest passenger became the first person to die in an accident on a domestic flight in the United States since 2009, which caused bookings to drop in the proceeding months. Nonetheless, Southwest has enjoyed an unbroken streak of profitability for 45 years and currently offers 4,000 flights per day to over 100 destinations.


84. Pall Mall

Company: British American Tobacco, P.L.C.

Brand Value: $7,666 Million

Headquarters: Winston-Salem, NC

Year on Year Change: 9%

Category: Tobacco

Year formed: 1899

Pall Mall was marketed as the first premium cigarette, which catered to the upper classes. It is also known for introducing longer cigarettes, a tactic that briefly in the 1960s made it the most popular brand in its category. Today, the brand’s positioning has changed markedly from its early roots. It is now promoted as a good value, offering quality at a reasonable price. While its market share has declined slightly in the United States in recent years, possibly due to improved economic conditions, Pall Mall has been a growth brand over the past decade and is currently the 4th best-selling cigarette in its home market.


85. Pizza Hut

Company: Yum! Brands, Inc., Yum China Holding, Inc.

Brand Value: $7,480 Million

Headquarters: Plano, TX

Year on Year Change: 2%

Category: Fast food

Year formed: 1958

With more than 16,700 locations, Pizza Hut is the largest pizza chain in the world by number of locations. Founded in Wichita, Kansas, it today serves pizza on every continent except Antarctica, including a successful, upscale presence in China. Pizza Hut has traditionally focused more on its restaurants than delivery service, trying to provide a superior product and a wider selection of menu items than its competitors. In its home market, Pizza Hut has recently faced a challenging environment as digitally-enabled and delivery-focused rivals have taken market share. In response, Pizza Hut has upgraded its restaurants and is hiring many more drivers to meet demand. It has also replaced scandal-plagued Papa John’s as the official pizza of the NFL.


86. Geico

Company: Berkshire Hathaway Inc.

Brand Value: $7,405 Million

Headquarters: Chevy Chase, MD

Year on Year Change: 14%

Category: Insurance

Year formed: 1936

GEICO is the second-largest auto insurance brand in the United States, offering coverage in all 50 states and the District of Columbia. After its purchase in 1996 by Berkshire Hathaway, it began a large-scale television and direct response advertising program. Its numerous campaigns, including those featuring its iconic gecko, brought entertainment and humor to the insurance category. It slogan has long been “15 Minutes Could Save You 15 percent on Car Insurance.” That low-cost focus has meant that policies are sold mainly by direct response, with customers applying for coverage directly to the company via the Internet or over the telephone. The brand also strives to provide excellent service to customers, with the goal of establishing long-term customer relationships.


87. Newport

Company: British American Tobacco, P.L.C.

Brand Value: $7,391 Million

Headquarters: Winston-Salem, NC

Year on Year Change: New

Category: Tobacco

Year formed: 1957


Newport is a menthol cigarette brand that is currently the second best selling cigarette in the US. The brand took off in the 1980s during the so-called “menthol wars” when brands like Newport and Kool aggressively marketed to the African-American community. Newport emerged from that period as the dominant menthol brand in the country. It currently has 14% share of the market, primarily with a lower income customer base.


88. Fox

Company: Twenty-First Century Fox, Inc.

Brand Value: $7,376 Million

Headquarters: Los Angeles, CA

Year on Year Change: New

Category: Entertainment

Year formed: 1935

Fox Entertainment Group is a familiar name on both American screens and in public discourse. It is controlled by media conglomerate 21st Century Fox, which is owned by Rupert Murdoch’s News Corp.  Fox operates in four major areas: television broadcasting, cable network broadcasting, and through its own television stations. It produces and distributes television and motion pictures across virtually every genre from independent films and reality TV to business news and Hollywood blockbusters. If you say “Fox” however, most Americans will assume you’re talking about Fox News, which is in 90 million homes and features both a traditional news division and fiery conservative commentators, often seen as highly sympathetic to Donald Trump and dismissive of “fake news” and mainstream media.



89. Tide

Company: The Procter and Gamble Company

Brand Value: $7,356 Million

Headquarters: Cincinnati, OH

Year on Year Change: -7%

Category: Home care

Year formed: 1946

Tide is America’s number #1 selling heavy duty laundry detergent, used by 40 million households in the country. Its longtime slogan has been “Tide Knows Fabrics Best,” but it has recently been speaking to consumers using the tagline “It’s Got To Be Tide” in a series of fun and whimsical ads about family life. Tide transcends both low and high income brackets and is able to sell its products at a slight premium to the market. It has also been in the news for its Loads of Hope charitable program that sends mobile washing stations to disaster-struck areas since Hurricane Katrina, including 2017’s Hurricanes Harvey and Irma. Tide has historically been an innovative brand and heavily markets its laundry detergent pods, which are unique in the industry.


90. Snapchat

Company: Snap Inc.

Brand Value: $7,344 Million

Category: Technology

Headquarters: Venice, CA

Year on Year Change: -32%

Year formed: 2011

Snapchat is a camera, image messaging, and multimedia brand that first launched in 2011. Its original point of differentiation was that its messages were short-lived and quickly deleted, which encouraged a more free-flowing and natural communication when compared with traditional social media. Millennials quickly adopted it, although its user base has broadened since then. In addition to sending messages, the platform allows brands and regular users to create curated stories about any topic they choose and use filters and lenses to enhance their posts. Snapchat has 191 million daily active users as of May, 2018, but it recently stumbled with a poorly received redesign (since corrected) and is growing more slowly than its larger rival Instagram.


91. L&M

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

Brand Value: $7,179 Million

Headquarters: Richmond, VA and Lausanne, Switzerland

Year on Year Change: -20%

Category: Tobacco

Year formed: 1953

L&M was introduced in 1953 as one of the first cigarettes to have a filter that was not one-sided. The average American consumer may find its inclusion on a list of top United States brands curious, as it only relatively recently become available again in the United States, where it has a low market share. But parent company Philip Morris International reports that it is the third-best selling cigarette brand in the world outside the United States and China. Today, it is largely a value brand, sold as a quality product at an affordable price.



92. United Airlines

Company: United Continental Holdings Inc.

Brand Value: $7,164 Million

Headquarters: Chicago, IL

Year on Year Change: 3%

Category: Airlines

Year formed: 1926

United is the world’s third-largest airline by revenue and a founding member of the Star Alliance, one of the largest such partnerships in the world. It distinguishes itself among American airlines primarily due to its wide global reach that enables its customers to travel to 354 destinations in 48 countries. With 4,600 daily departures, it carried 148 million passengers in 2017 and has one of the more robust frequent flyer programs in the industry. In the past year, the brand has added a large, inhouse video production team that enabled it to more than double the videos it creates and resulted in views increasing by 245 percent.


93. HBO

Company: AT&T Inc.

Brand Value: $6,754 Million

Headquarters: New York, NY

Year on Year Change: New

Category: Entertainment                                                                                                                                          Year formed: 1972


Home Box Office, or HBO, is the oldest and arguably most successful premium television company in the US. It primarily features theatrically released movies and its own original programming, which includes television shows, documentaries, made-for-cable movies, boxing matches, and more. HBO distinguishes itself primarily by the high quality and adventurousness of its content, including the uber popular Game of Thrones, which has won 47 Primetime Emmy Awards. The network also offers seven additional channels, including HBO Latino; HBO Family; HBO Now, an online streaming service; and HBO Go, a video-on-demand service.



94. Burger King

Company: Restaurant Brands International Inc.

Brand Value: $6,642 Million

Headquarters: Miami Dade County, FL

Year on Year Change: 20%

Category: Fast food

Year formed: 1953

Burger King is the second-largest international hamburger chain and welcomes more than 11 million guests per day around the world. The brand’s primary point of distinction in the United States is a diverse menu that includes burgers, french fries, sodas, milkshakes, and less common items, such as onion rings, veggie burgers, and chicken fries. It also focuses on taste, grilling its burgers to order and customizing its sandwiches to individual preferences. It has seen strong recent performance, which it attributes to its “barbell” strategy of offering low priced menu items for everyday customers and premium selections, such as chicken parmesan sandwiches, for customer who want a more premium product. Today, there are 16,767  Burger King restaurants in more than 100 countries and U.S. territories.


95. Progressive

Company: The Progressive Corporation

Brand Value: $6,427 Million

Headquarters: Mayfield, OH

Year on Year Change: 35%

Category: Insurance

Year formed: 1937

Progressive is a large insurance brand, particularly associated with auto, recreational, and other vehicle insurance. Beginning in 1937, when it opened the first drive-in claims office, Progressive has long tried to live up to its name by staying ahead its competitors through innovation. It was the first insurance company to have a website, enable ecommerce, and allow customers to use mobile apps for rating and managing policies. More recently, it became the first insurer to reach consumers through Google Home. Today, Progressive sells both digitally and through independent agencies, with roughly half of its personal policies sold online. The brand is notable for having a character spokesperson, Flo, who has more than 4.4 million Facebook followers.


96. Clinique

Company: The Estée Lauder Companies Inc.

Brand Value: $6,278 Million

Headquarters: New York, NY

Year on Year Change: 5%

Category: Personal care

Year formed: 1968

Inspired by an article “Can Great Skin Be Created?” Clinique was the first dermatologist-created, allergy-tested, fragrance-free line of beauty products. Traditionally, customers interacted with its consultants in department stores, where they evaluated customers individually and provided tailored tips and suggestions. It is also well known for including free samples of its product, a tradition it has continued as it moved into ecommerce.[22] In a very crowded category, the brand has remained largely restrained and true to its mission, a good example of which is its current tagline: “Cleanse, Exfoliate, Moisturize.” It features distinct, consistent, and highly recognizable packaging, and has appealed to a younger audience by partnering with influencers and introducing trend-driven collections. In recent years, Clinique has introduced CliniqueFit, a line for consumers who wish to work out in makeup. This has been mildly controversial in that it implies that women should look nice everywhere, even the gym.


97. Estée Lauder

Company: The Estée Lauder Companies Inc.

Brand Value: $6,146 Million

Headquarters: New York, NY

Year on Year Change: 37%

Category: Personal care                                                                                                                                                  

Year formed: 1946

Estée Lauder is a consumer-facing brand belonging to the similarly named Estée Lauder Companies, Inc. Founded in 1946 by Estée and Joseph Lauder, it was initially sold via high-touch consultants at counters in department stores. However, with that sector struggling, it has aggressively launched online and is now available in more than 150 countries. The brand is strongly associated with its founder, a Presidential Medal of Freedom winner and one of the twentieth century’s most successful women in business. Its audience in its home market skews older and wealthier, though it has recently gone digital-first and emphasized social media to reach younger consumers. In 2018, Estée Lauder has been one of the best performing brands in its group, growing across the board in nearly every market with particular success online, in China, and in travel retail.


98. Pinterest

Company: Pinterest, Inc.

Brand Value: $6,094 Million

Headquarters: San Francisco, CA

Year on Year Change: New

Category: Technology                                                                                                                                                  

Year formed: 2010


Launched in 2010, Pinterest is a social media site, largely devoted to displaying images and video. Users can upload, sort, and manage images and media, known as “pins,” on pages called “boards.” Pinterest is know for both exploration and product searches, and gives users the ability to purchase products displayed on the site. It was originally seen as a site used primarily by women, but it has been added male users at an even clip in recent years. In September 2018, it announced that it had 250 million monthly active users.


99. Twitter

Company: Twitter, Inc.

Brand Value: $6,041 Million

Headquarters: San Francisco, CA

Year on Year Change: New

Category: Technology                                                                                                                                                  

Year formed: 2006


Twitter is a news and social networking service that originally allowed users to post “tweets” or messages of only 140 characters (the same as the length of a standard text message). While this number was doubled in 2017, the site is known for the quick sharing of links to headlines, breaking news stories, and images. As with many social networks, Twitter has come under fire for the rampant sharing of untrue stories, known as “fake news,” and the large number of fake accounts with links to foreign intelligence services. However, it is increasingly a much used source of breaking news, often providing much faster information on natural disasters and other events than traditional news services. It is also heavily used by celebrities and politicians to speak directly to their fans or constituents—its most notable user being Donald Trump. Thanks to the mass cancelling of fake accounts, the site’s growth has slowed, though it still reported 335 million monthly active users in Q2 2018.



100. Chipotle

Company: Chipotle Mexican Grill, Inc.

Brand Value: $5,898 Million

Headquarters: Denver, CO

Year on Year Change: 4%

Category: Fast food

Year formed: 1993

Chipotle is one of the first fast casual restaurant chains, specializing in a Mexican-inspired menu of tacos and burritos. Founded by a graduate of the French Culinary Institute, Steve Ells, the brand distinguished itself early on by presenting “food with integrity.” While the exact definition of this has changed over time, it has generally meant using locally sourced, higher quality ingredients, which translate to superior taste and value. That has had an upside as well as a downside, as the brand recently faced several widely-publicized outbreaks of food-borne illnesses. It has responded to the scandals, however, by focusing on catering, digital ordering, new menu items, and advertising—something it has not traditionally done.[26] Its “As real as it gets” campaign, for example, highlights its small, quality ingredient list when compared with competitors.[27] Changes, however, may be afoot for the brand. In May 2018, the company decided to change course as Steve Ells stepped down as CEO and was replaced by Bryan Niccol, who had overseen successful expansion efforts at Taco Bell.