The most distinctive brand asset portfolios in the USA
StatBrand & Creativity
The top 10 most distinctive brand asset portfolios in the USA: Disney 164, Coca-Cola 152, McDonald's 152, Pepsi 149, US Postal Service 148, Dunkin' 146, Facebook 144, Subway 143, Starbucks 142, Hershey Park 142. Even within Disney, some assets are far more distinctive than others.
Source
Be Distinctive Everywhere: The Experience Edition 2026 - Jones Knowles Ritchie x Kantar (2026)
Jones Knowles Ritchie (JKR) x Kantar
p. 36; Kantar BrandZ USA BrandImprint data, 106 brands, 18 categories, 1,150 assets
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StatWhere brand equity is actually builtStatImproving customer experience makes a brand 2.5x more likely to significantly grow market shareStatDistinctiveness, experience and product factors drive 62% of what makes a brand different - communication only 20%StatMeaningful Difference accounts for 94% of a brand's pricing powerStatA shared belief gives brands 9x higher volume share, 2x higher price paid, and 4x greater odds of growing value shareStatAffinity nearly doubles repeat purchaseStatConsistency compounds into growthStatThe most distinctive brands more than doubled the growthStatOwn product experience and word of mouth score highest on brand impact; print ads, OOH, online ads and sponsorship score lowestPrincipleBrand experience is the moment a brand's promise comes true - in every interaction, from a phone call to an unboxingPrincipleThe distinctiveness test for any brand experience: could a competitor have offered this same experience?PrincipleThe Distinctive Experience Cycle: a shared belief drives Expression, Participation, Experience and Validation in a loop