News

McDonald's remains No. 1 in brand value study

June 8, 2016

The latest brand value ratings are in from the BrandZ annual study and the top three spots are McDonald’s, followed by Starbucks and then, Subway in the No. 3 spot. The rankings, compiled by Millward Brown and WPP, show that in 2015 McDonald's brand perception grew 9 percent to $88 billion, while the entire fast food category grew 11 percent overall last year.  

Although second place Starbucks had about half of McDonald's brand value, at $43 billion in 2015, that's up 49 percent over the previous year. The four brands that follow these leaders all actually dropped in brand value, according to a news release about the study, which revealed No. 3 Subway, No. 4 KFC, No. 5 Pizza Hut, and No. 6 Chipotle all dropped in brand value, with Chipotle's value falling 25 percent.

BrandZ ranks on brand perception and financial data. The full list includes the world's top 100 most valuable brands. Specifically, the numbers for the top 10 are as follows:

Rank        Brand                 Brand $M Value    Percent brand value change

1               McDonald's        88,654                    +9
2               Starbucks           43,565                  +49
3               Subway              21,567                     -4
4               KFC                   12,386                      -2
5               Pizza Hut             8,309                      -2
6               Chipotle               8,031                    -25
7               Domino's Pizza    4,869                   +30
8               Tim Hortons         4,673                     +2
9               Burger King          3,685                   +16
10             Panera                  3,344                  +13