Company: Comcast Corp.
Brand Value: $6,708 Million
Headquarters: Universal City, CA
Year formed: 1912
Universal Studios operates popular theme parks in Orlando, Hollywood, Singapore, and Osaka. It has traditionally positioned itself as a more challenging and grown up experience when compared with that of its rival Disney. In 2016, however, its parent company purchased DreamWorks Animation, which has given Universal access to popular children’s characters from movies like Sing and Minions. In its home market, the brand, while unified, has traditionally marketed its parks separately, with a focus on specific attractions. In 2017, however, it launched a “I’m Ready” TV and digital campaign that promoted both Orlando and Hollywood—which was the first time the brand has tried to create value around its own name. 2017 also saw the opening of Volcano Bay in Orlando, a new water-themed park that promises a new kind of water experience for visitors.