With the busy summer travel season now in full swing, brand innovation and marketing consultancy Tenet Partners recently revealed its ranking of the Top 15 Most Powerful Travel and Entertainment Brands. The Walt Disney Company leads as the number #1 brand, with Hilton Hotels & Resorts and Marriott International taking the second and third place, respectively. These brands are ranked by a unique, quantitative measure called BrandPower. Based upon an annual U.S. survey of approximately ten thousand opinion elites and business decision makers, BrandPower is a weighted composite of two key metrics that contribute to a brand’s ability to drive long-term growth: Familiarity and Favorability. Familiarity measures awareness of the brand. Favorability is the perception of the brand (among those who are well aware of it), and is based upon three attributes that tie directly to future business performance: Overall Reputation, Perception of Management, and Investment Potential.

1. Top 15
Most Powerful
Travel and
Entertainment
Brands of 2015

2. Our starting point: The CoreBrand® Index
• The longest-running look at the health and vitality of corporate brands
• Tracks nearly 1,000 companies across 50 industries
• Based on annual surveys of thousands of key stakeholders: Opinion-elites
and business decision-makers representing the top 20 percent of
U.S. corporations
August 3, 2015Tenet Partners2
A rigorous, quantitative approach to understanding brand equity

3. Familiarity and Favorability
are crucial drivers to building BrandPower
August 3, 2015Tenet Partners3
• Throughout the year, we survey approximately 10,000 business decision-makers
and opinion-elites on two key brand metrics: Familiarity and Favorability
• Familiarity measures awareness of the brand
• Favorability is the perception of the brand, based on how it performs across
various attributes. Respondents who state they are well-aware of a corporation
are asked about three dimensions that together form a Favorability score:
Overall Reputation, Perception of Management, and Investment Potential
• The quantitative Familiarity and Favorability metrics are then combined into
a composite score we call BrandPower and is reported on a 100-point scale

4. Top 15 Most Powerful
Travel and Entertainment Brands
2015

5. August 3, 2015Tenet Partners5
Company
BrandPower
rank
BrandPower
score Industry 2015 Familiarity 2015 Favorability
Walt Disney 1 75.8 Hotel & Entertainment ▲ ▲
Hilton Hotels & Resorts 2 63.8 Hotel & Entertainment ▲ ▼
Marriott International 3 56.5 Hotel & Entertainment ▲ ▼
Trump Organization 4 51.8 Hotel & Entertainment ▲ —
American Airlines 5 51.0 Transportation — —
United Airlines 6 49.0 Transportation ▲ ▲
Delta Air Lines 7 47.1 Transportation ▲ ▲
Southwest Airlines 8 41.9 Transportation — ▲
Avis Budget Group 9 40.4 Transportation ▲ ▲
MGM Resorts International 10 38.5 Hotel & Entertainment ▲ —
Las Vegas Sands 11 34.2 Hotel & Entertainment ▲ —
Caesars Entertainment 12 34.2 Hotel & Entertainment — —
Hertz Global 13 29.4 Transportation — —
US Airways 14 29.1 Transportation ▲ ▲
Starwood Hotels & Resorts 15 19.8 Hotel & Transportation ▲ ▲
▲ Significantly higher Familiarity/Favorability vs. 2014
▼ Significantly lower Familiarity/Favorability vs. 2014
— Change of only +/- 0.5 year-over-year

6. Key finding #1
Under pressure from weaker corporate reputations,
top hotel and entertainment brands are struggling to build
on their existing brand equity

7. The majority of Top 15 hotel brands either
experienced a decline in Favorability or
little to no growth year-over-year
August 3, 2015Tenet Partners7
0
20
40
60
80
100
2011 2012 2013 2014 2015
Familiarity
Favorability
Hotel and entertainment brands
Average Familiarity and Favorability fail to reach 2011’s highs

8. Consumer confidence regarding these
hotel brands’ overall reputation, leadership and
ability to generate future earnings is waning
August 3, 2015Tenet Partners8
0
20
40
60
80
100
2011 2012 2013 2014 2015
Overall
Reputation
Perception of
Management
Investment
Potential
Hotel and entertainment brands
Favorability dimensions over a five-year period

9. Key finding #2
Airline brands demonstrate the strongest brand momentum
across the Top 15, benefiting from
both increased Familiarity and Favorability

10. Across the Top 15, airlines stand out
for improving on both dimensions year-over-year.
August 3, 2015Tenet Partners10
0
20
40
60
80
100
2011 2012 2013 2014 2015
Familiarity
Favorability
Airline brands
Average Familiarity and Favorability over a five-year period

11. Stronger perception of airlines’ leadership,
and their reputation as good companies to invest in,
have contributed to their rise in Favorability
August 3, 2015Tenet Partners11
0
20
40
60
80
100
2011 2012 2013 2014 2015
Overall
Reputation
Perception of
Management
Investment
Potential
Airline brands
Favorability dimensions over a five-year period

12. United Airlines, Delta Air Lines and US Airways lead
as the strongest brands within the category
August 3, 2015Tenet Partners12
• United Airlines (#6), Delta Air Lines (#7) and US Airways (#14) demonstrate
the strongest momentum across the Top 15, increasing on both Familiarity and
Favorability year-over-year.
• American Airlines (#5), the leading airline brand, has consistently improved on
Familiarity year-over-year since 2011. Its Favorability has also been consistently
improving.

13. Key finding #3
Car rentals account for only two brands on the Top 15,
but demonstrate the greatest disparity in terms of performance

14. Avis leads the car rental category with an 11-point higher
BrandPower score than Hertz
0
20
40
60
80
Avis Budget Group Hertz Global
BrandPower
Familiarity
Favorability
August 3, 2015Tenet Partners14
Familiarity is the driver of the difference as the two companies
are fairly equal on Favorability (an indicator of preference)
The similarity on Favorability
suggests that respondents
may see car rentals as a
commodity in which there is
little differentiation across
brands.
Car rental brands
2015 BrandPower, Familiarity and Favorability

15. Familiarity has been flat in the rental category since 2013
after falling from 2011’s highs. Favorability has been
relatively stable with a minor uptick in 2015.
August 3, 2015Tenet Partners15
0
20
40
60
80
100
2011 2012 2013 2014 2015
Familiarity
Favorability
Car rental brands
Average Familiarity and Favorability over a five-year period

16. The relatively flat Favorability scores in the category
may indicate that respondents have seen
little in the dimensions that they view as innovative
August 3, 2015Tenet Partners16
0
20
40
60
80
100
2011 2012 2013 2014 2015
Overall
Reputation
Perception of
Management
Investment
Potential
A slight rise in
Perception of Management
and Investment Potential
in 2015 could signal
the start of a positive
Familiarity trend. Continued
tracking will bear this out.
Car rental brands
Favorability dimensions over a five-year period

17. tenetpartners.com
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Read
“Top 15 Most Powerful Travel and Entertainment Brands”
http://tenetpartners.com/about-us/news/2015-07-07-top-15-most-powerful-travel-and-entertainment-brands.html