By Thomas Hobbs

According to the latest Brand Finance 500 report, the Disney has a value of $31.7bn and a ‘brand strength’ score of 94.8.

The ‘brand strength’ score is calculated by focusing on marketing investment, brand equity (the goodwill accumulated with customers, staff and other stakeholders) and the subsequent impact on business performance.

With global box office of nearly $2bn, the latest Star Wars film is Disney’s most successful ever film and Brand Finance estimates the value of the sci-fi brand to now be $10bn – more than double the $4bn Disney paid for Lucasfilm back in 2012.

“Disney has had a strong brand Read full story ›

Source: Marketing Week