Every year, leading brand valuation and strategy consultancy Brand Finance puts thousands of the world’s top brands to the test. They are evaluated to determine which are the most powerful (based on factors such familiarity, loyalty, promotion, marketing investment, staff satisfaction and corporate reputation) and which are most valuable and ranked in the Brand Finance Global 500.
Disney is the world’s most powerful brand. Disney’s strength is founded on its rich history and original creations, however its now dominant position is the result of its many acquisitions and the powerful brands it has brought under its control. ESPN, Pixar, The Muppets and Marvel are all now Disney owned, but perhaps its most important acquisition of all has been Lucasfilm, and thus Star Wars.
Star Wars Episode VII ‘The Force Awakens’ has broken countless box office records, becoming the fastest to take US$1 billion, enjoying the most successful opening weekend ($529 million) and based on its total box office gross of nearly US$2 billion is Disney’s most successful film ever. Meanwhile Star Wars toys have generated over US$700 million.
Brand Finance has estimated the value of the Star Wars brand to be US$10 billion, dwarfing the US$4.05 billion Disney paid for Lucasfilm in 2012. Though this might suggest that Disney engineered a very favourable deal, it has undoubtedly contributed to the growth of the Star Wars brand. Disney is managing to exploit the Star Wars concept both rapidly and sensitively, a difficult feat to pull off. Disney styles itself as ‘the happiest place on Earth’. That has proved true not just for its customers but for investors too.