Interbrand, a division of Omnicom and a branding consultancy founded in 1974, released their list of the top 50 U.S. retail brands yesterday in a company press release.
The list, compiled by Interbrand Design Forum, finds Walmart at the top of the heap, followed by Target and Best Buy.
Interbrand ranks retailers based on brand value by according to a number of factors, including financial forecasts, percent sales and profits attributed to the brand name, and the brand's inherent strength; this data is then used to formulate a brand's "economic value."
In addition, companies must operate significant retail operations in the United States and have their financial data publicly.
The top ten brands are:
- Best Buy
- The Home Depot
- Sam’s Club
Walmart increased their brand value by 19 percent to $154.1 billion, while Target rose by 49 percent to $25.5 billion. Best Buy rounded out the top three with a brand value of $17.8 billion.
A number of new brands made the list, including Dollar General, the highest ranking first-timer at 18; other new brands included The Buckle, Advance Auto Parts, Aéropostale, Family Dollar, and Macy’s.
According to Interbrand's managing director Greg Silverman, this year's rankings “started to separate into a growing top 25 and a weaker, bottom 25. The folks who are falling down lost focus on their brand and took a lot of short-term tactics that started to undercut their proposition ... [whereas] the real winners who stuck to their brand strategy were really bold about it and that paid off.”
Silverman said Target's large increase in brand value could be attributed to their focus on house brands like Archer Farms. He noted Target's success is due to “investing in the things that matter, and [doing away with] the things that don’t."
To make room for the newcomers, brands bumped off the list included Hollister, Barnes & Noble, Men’s Wearhouse, Gymboree, and Anthropologie.
The key finding of the report is that while consumers look for deals, price isn't the sole determining factor; brands still need to provide consumer-engaging experiences with "trend-relevant" offerings.
The entire report, along with insights, is available on the Interbrand Web site.