Disney has been named the ‘most powerful brand’ in the world, placing the company ahead of companies such as Lego and L’Oreal, according to a new study.

The study, by Brand Finance, said Disney has been buoyed by the huge success of Star Wars Episode VII ‘The Force Awakens’, which recently became the fastest movie to take $1bn at the box office.

Estimating the Star Wars brand to be worth $10bn, the report said the 2012 acquisition of Lucasfilm was Disney’s most important move to date: “Disney is managing to exploit the Star Wars concept both rapidly and sensitively, a difficult feat to pull off.

“Disney styles itself as ‘the happiest place on Earth’. That has proved true not just for its customers but for investors too.”

Last year’s most-powerful brand Lego has lost its place at the top of the ranking, having been beset by a series of controversies which “threaten to affect its wholesome image”, the report claims.

In third place is L’Oreal, while professional services providers PWC and McKinsey complete the top five.

Most powerful brands

Rank

(brand strength)

2016 Rank

(brand value) 2016 Brand Sector Domicile Brand Value 2016 (USDm) Brand Strength Index Score (/100) Brand Rating 2016 1 24 Walt Disney Media US 31,674 91.8 AAA+ 2 324 Lego Toys Denmark 4,520 91.6 AAA+ 3 80 L’Oréal Conglomerate France 14,990 91.5 AAA+ 4 58 PWC Commercial Services US 18,569 91.5 AAA+ 5 288 McKinsey Commercial Services US 4,881 91.4 AAA+ 6 29 Nike Apparel US 28,041 90.7 AAA+ 7 79 Johnson’s Consumer Products US 15,115 90.7 AAA+ 8 17 Coca-Cola Soft Drinks US 34,180 90.4 AAA+ 9 72 NBC Media US 16,103 89.7 AAA+ 10 2 Google Technology US 94,184 89.5 AAA+

Brand Finance has also revealed its list of the world’s ‘most-valuable’ brands, with Apple topping the list after the strong performance of iPhone 6.

While investors have been concerned with slowing iPhone sales, the report argues that speculation Apple “has gone rotten” is premature.

Unsurprisingly, Volkswagen is one of the list’s worst-performing brands, following the emissions scandal that blighted the auto manufacturer last year.

Most Valuable Brands

Rank 2016 Rank 2015 Brand Sector Domicile Brand Value 2016 (USDm) Brand Rating 2016 Brand Value Change (%) Brand Value 2015 (USDm) Brand Rating 2015 1 1 Apple Technology US 145,918 AAA 13.7% 128,303 AAA 2 3 Google Technology US 94,184 AAA+ 22.8% 76,683 AAA 3 2 Samsung Technology S Korea 83,185 AAA 1.8% 81,716 AAA- 4 8 Amazon Tech/Retail US 69,642 AA+ 24.1% 56,124 AAA- 5 4 Microsoft Technology US 67,258 AAA 0.3% 67,060 AAA 6 5 Verizon Telecoms US 63,116 AAA- 5.5% 59,843 AAA- 7 6 AT&T Telecoms US 59,904 AA+ 1.8% 58,820 AA+ 8 7 Walmart Retail US 53,657 AA -5.4% 56,705 AA+ 9 11 China Mobile Telecoms China 49,810 AAA- 4.0% 47,916 AAA- 10 15 Wells Fargo Banking US 44,170 AAA- 26.5% 34,925 AAA-