CINCINNATI — The most valuable commercial brand in Ohio is a familiar household name and a Southwestern Ohio brand.
Pampers, the diaper produced by Cincinnati-based Procter & Gamble — a worldwide retail giant that also has a presence in Union and Mason — is ranked at No. 105 among the nation’s 500 top business brands, according to this year’s Brand Finance U.S. 500 ranking.
Last year, Pampers was ranked at 91.
The second-most valuable brand from a company based in Ohio is lingerie brand Victoria’s Secret, ranked at 107, lower than last year’s 95.
Brand Finance weighs marketing investment sunk into a brand, “stakeholder equity,” and overall business performance to arrive at a calculation of “the value a company would be willing to pay to license its brand as if it did not own it.”
The top ten Ohio-based brands include, according to this year’s list:
• Pampers (2018 Brand Finance 500 rank: 105/ 2017 rank: 91)
• Victoria’s Secret (107/95)
• Kroger (134/96)
• Pantene (139/146)
• Macy’s (144/123)
• Progressive (155/189)
• Sherwin-Williams (167/210)
• Tide (200/192)
• Head & Shoulders (207/219)
• Procter & Gamble (265/236)
The Brand Finance list has 27 Ohio brands this year, ranking the Buckeye State ninth among the states in brand prowess.