Top players boost lead

Published: 4-Sep-2006


CoreBrand’s latest Brand Power Index puts L’Oréal top of the chart for the toiletries and household products industry, growing 20% over the last three years and raising its brand power by ten points. P&G also holds a dominant position, gaining five points in three years.

Kimberly Clark, Colgate Palmolive and Estée Lauder have also increased their brand power by approximately six points each, while Revlon has put on five points. Avon has altered its position slightly in the last three years, raising its game by a single point. Both Unilever and Alberto-Culver have seen their brand power drop by three points.

The Brand Power Index measures companies’ reputations on the basis of familiarity and favourability information, which comprises investment potential, perception of management and overall reputation.

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