The brand valuation and strategy consultancy determines the power of a brand based on factors such as familiarity, loyalty, promotion, marketing investment, staff satisfaction and corporate reputation. Disney’s overall brand strength index score was 91.8 (out of 100 ). Second placed Lego scored 91.6 and L’Oréal and PwC both scored 91.5.

Star Wars Episode VII ‘The Force Awakens’ was the fastest movie to take $1bn and had the most successful opening weekend. Star Wars toys have generated more than $700m to date. This has pushed Lego to number two in the table although it is still very powerful and retains its AAA+brand rating.

In terms of the world’s most valuable brands, Apple remained the number one with a brand value of almost $145bn (an increase of 14%); Google was second with $94bn.

Volkswagen was among the worst performing this year, hit by the emissions scandal. Its brand value has dropped 12bn to $18.9bn taking its ranking down from 17^th to 56^th.