Star Wars helps send Disney to world’s most powerful brand status

    Author Zoe Aresti

The reboot of Star Wars has propelled Disney into the top spot of the world's most powerful brands league table.

Disney beat Lego and L’Oreal to second and third place respectively due to the box office success of the new Star Wars film, according to strategy consultancy Brand Finance.

Star Wars: The Force Awakens is the first film to be released since Disney acquired the franchise and based on its total box office gross of almost $2bn it is Disney’s most successful film.

Rounding out the top five were PwC and McKinsey

Brand Finance evaluates the world’s most powerful brands based on factors including familiarity, loyalty, promotion, marketing investment, staff satisfaction and corporate reputation.

Find out more at Marketing Magazine