Star Wars propels Disney to 'most powerful brand of the year', according to Brand Finance

“Disney’s strength is founded on its rich history and original creations, however its now dominant position is the result of its many acquisitions and powerful brands it has brought under its control,” said Brand Finance.
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The Walt Disney Company has been named the most powerful brand of 2016, thanks to the record-breaking success of its Star Wars franchise.

The company has summited this year’s Brand Finance top ten most powerful brands of the year listing with a brand value of $32 billion according to the valuation and strategy consultancy.

ESPN, Pixar, The Muppets and Marvel have each helped the firm to success over recent years, but it was the runaway performance of Star Wars both at the box office and in stores that pushed Disney to the top of the listing, according to Brand Finance.

“Disney’s strength is founded on its rich history and original creations, however its now dominant position is the result of its many acquisitions and powerful brands it has brought under its control,” said Brand Finance.

In the last two days, Star Wars: The Force Awakens has reportedly neared the $2bn milestone, helping the Disney brand to a brand strength rating of 91.8 on the Brand Finance scale.

Brand value is determined through a calculation that includes sales estimates, royalty rates and brand-specific revenues.

Disney overtook LEGO to take the top spot which currently enjoys a brand strength rating of 91.6.

Coca Cola also features in the top ten, placing eighth with a brand value of $34bn but a brand strength of 90.4.

Meanwhile, on Brand Finance’s top ten most valuable brand charts, Apple immerges in front with a value of $146 billion, followed by Google with $94bn, and Amazon in fourth place with a value of $70bn.

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