While the list includes companies who sell aspiration - It's mostly about companies who sell vision and aspiration vs only product features. Fashion and Beauty brands dominate as do cars and technology.
To determine the worth of each brand, Forbes begins with a list of more than 200 global brands which have a US presence, then calculates earnings before interest. Forbes also looks at each company’s capital investment, tax rate and the role of the brand in each industry. They then apply the average price to earnings multiple over three years to get to the final list.
What’s really interesting that the value of the top 100 brands together is $1.7 trillion!
Check out the full list at: http://www.forbes.com/powerful-brands/list/
I bet you can't guess who is #11? Number 100 is Estée Lauder.