There are all kinds of studies published about top brands, and there are no common criteria or yardsticks used to measure the power of the brands in question. That said, some typical categories of evaluation tools are:
- Ranking by size/revenue
- Stock value
- Brand share
- Advertising spending
Another typical category is awareness, which applies to whatever group the company is testing a brand against — for example, consumers, the general public, a specifically targeted group, etc. When you come across a brand study look for the measurement tools. If you don’t see them, inquire with the originating group doing the rankings to get the answer.