The most valuable brand in Ohio is a Southwest Ohio brand

By Thomas Gnau - Dayton Daily News (TNS)

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.

By Thomas Gnau

Dayton Daily News (TNS)

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