FedEx ranks as Tennessee's most valuable brand, Brand Finance says News Sports Memphis Tigers Business Music Obituaries eNewspaper Legals LOGISTICS Report ranks FedEx as Tennessee's most valuable brand. Who else made the state's top 5? Max Garland Memphis Commercial Appeal View Comments View Comments Memphis logistics giant FedEx is Tennessee’s most valuable brand, according to a brand valuation consultancy. FedEx’s brand value is $24.2 billion, Brand Finance's US 500 2019 report says, growing its value by 33 percent from 2018. “2019 was a very strong year for the brand as the continued rise of online shopping drove demand for its delivery services,” Brand Finance said of FedEx. In its most recently reported quarter, FedEx attributed e-commerce's rise to boosting FedEx Ground volume, and the in-development FedEx SameDay Bot will deliver online orders to doorsteps. For the U.S. overall, Amazon topped the list as the most valuable brand. FedEx ranked 34th overall, while rival UPS ranked 25th. Nine Tennessee brands crack list Nine Tennessee brands with a combined $57.7 billion in brand value made the report, which listed the top 500 U.S. companies by brand value. Tennessee’s top five, in order, is: FedEx, Dollar General, HCA Healthcare, AutoZone, Jack Daniel’s. International Paper, Hampton Inn by Hilton, Tractor Supply and insurance company Unum also made the list. “Tennessee is ranked the 17th most valuable state in the nation according to brand value, due to the surge in brand growth by FedEx and Hampton Inn by Hilton,” Brand Finance said. Although Hampton Inn didn’t crack Tennessee’s top five in brand value, it did place second among Tennessee brands in brand strength. Brand strength factors in marketing investment, brand perception by stakeholders and business value. Jack Daniel’s is Tennessee’s strongest brand, says Brand Finance. What's brand value? A brand includes marketing assets like names, symbols and logos “intended to identify goods, services or entities,” Brand Finance says. Brand value is calculated by likely future brand revenues, based on a “royalty rate” charged for the brand's use, which varies by industry. That royalty rate is applied to a revenues forecast for the company. "(Brand value is) understood as a net economic benefit that a licensor would achieve by licensing the brand in the open market," the report said. Max Garland covers FedEx, logistics and health care for The Commercial Appeal. Reach him at max.garland@commercialappeal.com or 901-529-2651 and on Twitter @MaxGarlandTypes. View Comments View Comments Staff Directory Careers Accessibility Support Site Map Legals Our Ethical Principles Terms of Service Privacy Policy Your California Privacy Rights / Privacy Policy Do Not Sell My Info / Cookie Policy Contact Us Support Local Business Advertise Your Business Advertising Terms and Conditions Buy and Sell Licensing & Reprints Help Center Subscriber Guide My Account Give Feedback Subscribe Today Newsletters Mobile Apps Facebook Twitter eNewspaper Storytellers Archives RSS Feeds Jobs Cars Homes Classifieds Education Reviewed 10Best Reach Local USA TODAY Sports+ © 2022 www.commercialappeal.com. All rights reserved. |styles|[data-g-s=nav_ao] .gnt_n_dd_bt_svg{transform:rotate(180deg);background:currentColor;fill:#303030}.gnt_n_dd_oy{display:none;left:0;right:0;height:calc(var(--gnt-vh,100vh) - 100px - var(--gnt-sh,0px))}.gnt_n_dd{overscroll-behavior-y:contain;overflow:auto;overflow-x:hidden;box-sizing:border-box;display:none;width:385px;height:calc(var(--gnt-vh,100vh) - 100px - var(--gnt-sh,0px));margin:0 0 0 -20px;padding:7px 20px 0 32px;border-top:5px solid #0098fe;background:#303030;color:#fff}[data-g-s=nav_ao] .gnt_n_dd__sz{display:block;position:absolute;z-index:1} |styles|.gnt_n_se_fm{display:none;align-items:center;justify-content:center;position:absolute;z-index:1;left:0;right:0;height:180px;padding:0 0 15px;border-top:5px solid #0098fe;background:#303030}[data-g-s~=nav_ao] .gnt_n_se_fm{display:flex}.gnt_n_se_fm_qr{width:492px;height:46px;padding:0 50px 0 0;border-style:solid;border-width:0 0 2px;border-color:#fff;border-radius:0;outline:0;background:0 0;color:#fff;font:700 28px 'Unify Sans','Helvetica Neue','Arial Nova',Helvetica,Arial,sans-serif}.gnt_n_se_fm_qr::placeholder{opacity:1;color:#fff}.gnt_n_se_fm_qr:-webkit-autofill{box-shadow:inset 0 46px #303030;-webkit-text-fill-color:#fff}.gnt_n_se_fm_sm{width:60px;height:50px;border:0;margin:0 -15px 0 -45px;padding:0;outline-offset:-8px;fill:#fff;background:0 0;touch-action:manipulation;cursor:pointer}.gnt_n_se_fm_sm:hover{fill:#e0e0e0}.gnt_n_se_fm_sm_svg{width:42px;height:42px;margin-top:3px;stroke:#303030;stroke-width:.5px} eNewspaper Newsletters Email Preferences Crossword Pay Bill Report Delivery Issues Pause Delivery Subscriber Guide Help Center Sign Out Have an existing account? Sign In Already have a print subscription? Activate account Don't have an account? Create account |styles|.gnt_n_us_a_w{position:relative}.gnt_n_us_dd{display:none;position:absolute;z-index:1;top:28px;right:25px;padding:14px 0 14px 15px;border-top:5px solid #0098fe;background:#303030}[data-g-s~=nav_ao] .gnt_n_us_dd{display:flex}.gnt_n_us_dd_u{display:flex;flex-direction:column;min-width:165px;padding-right:15px}.gnt_n_us_dd_a{margin:3px auto 4px 3px;padding:0 2px;color:#fff;font:700 14px/18px 'Unify Sans','Helvetica Neue','Arial Nova',Helvetica,Arial,sans-serif;text-decoration:none;white-space:nowrap}.gnt_n_us_dd_a:hover{color:#e0e0e0}.gnt_n_us_dd_ac{padding:0 15px 0 19px;border-left:1px solid #626262}.gnt_n_us_dd_lbl{margin:5px 0 0;color:#fff;font:700 12px/16px 'Helvetica Neue','Arial Nova',Helvetica,Arial,sans-serif}.gnt_n_us_dd_ba{display:block;width:192px;margin:3px 0 19px;padding:9px 1px 8px;border:3px solid #1665cf;outline-offset:-1px;color:#fff;font:700 14px/17px 'Unify Sans','Helvetica Neue','Arial Nova',Helvetica,Arial,sans-serif;text-decoration:none;text-align:center}.gnt_n_us_dd_ba__hl{padding:12px 4px 11px!important;border:0!important;background:var(--gnt-bc,#1665cf)}.gnt_n_us_dd_ba:hover{padding:8px 0 7px;border-width:4px;--gnt-bc:#0A32A0}.gnt_n_us_dd_a__li{margin-bottom:6px} See what people in your community are saying with a free account. Create Account What's included? |styles|.gnt_ss_ct{display:none}[data-g-s=nav_ao] .gnt_ss_ct{isolation:isolate;transform:translate3d(0,0,0);box-sizing:border-box;display:flex;flex-flow:row wrap;position:absolute;bottom:41px;left:3px;width:325px;min-height:86px;padding:10px 48px 14px 13px;background:#0a852b;-webkit-font-smoothing:antialiased;-moz-osx-font-smoothing:grayscale;user-select:none;cursor:default}.gnt_ss_ct::after{content:'';position:absolute;bottom:-10px;left:12px;width:0;height:0;border-top:12px solid #0a852b;border-right:12px solid transparent;border-left:12px solid transparent}.gnt_ss_ct_hl{content:attr(data-c-th);color:#fff;font:700 14px/16px 'Unify Sans','Helvetica Neue','Arial Nova',Helvetica,Arial,sans-serif;-webkit-user-select:none}.gnt_ss_ct_ds{content:attr(data-c-td);color:#fff;margin:2px 0 6px;font:12px/14px 'Helvetica Neue','Arial Nova',Helvetica,Arial,sans-serif;-webkit-user-select:none}.gnt_ss_ct_bt{contain:layout size;isolation:isolate;width:114px;height:24px;border-radius:2px;background:#fff;color:#1665cf;font:700 12px/24px 'Unify Sans','Helvetica Neue','Arial Nova',Helvetica,Arial,sans-serif;text-decoration:none;text-align:center}.gnt_ss_ct_bt:hover{color:#0a32a0}.gnt_ss_ct_a{align-self:center;margin-left:10px;padding-top:1px;color:#fff;font:10px/13px 'Helvetica Neue','Arial Nova',Helvetica,Arial,sans-serif;text-underline-offset:1px}.gnt_ss_ct_a:hover{color:#e0e0e0}.gnt_ss_ct_cb{contain:layout size;position:absolute;top:8px;right:7px;margin:0;padding:11px;border:0;background:0 0;-webkit-font-smoothing:initial;-moz-osx-font-smoothing:initial;touch-action:manipulation;cursor:pointer}.gnt_ss_ct_cb::after,.gnt_ss_ct_cb::before{content:'';position:absolute;top:10px;left:4px;transform:rotate(45deg);width:14px;height:2px;background:var(--gnt-tphc,#fff)}.gnt_ss_ct_cb::after{transform:rotate(-45deg)}.gnt_ss_ct_cb:hover{--gnt-tphc:#E0E0E0} See what people in your community are saying with a free account. Create Account What's included? |styles|.gnt_ss_ct{display:none}[data-g-s=nav_ao] .gnt_ss_ct{isolation:isolate;transform:translate3d(0,0,0);box-sizing:border-box;display:flex;flex-flow:row wrap;position:absolute;bottom:41px;left:3px;width:325px;min-height:86px;padding:10px 48px 14px 13px;background:#0a852b;-webkit-font-smoothing:antialiased;-moz-osx-font-smoothing:grayscale;user-select:none;cursor:default}.gnt_ss_ct::after{content:'';position:absolute;bottom:-10px;left:12px;width:0;height:0;border-top:12px solid #0a852b;border-right:12px solid transparent;border-left:12px solid transparent}.gnt_ss_ct_hl{content:attr(data-c-th);color:#fff;font:700 14px/16px 'Unify Sans','Helvetica Neue','Arial Nova',Helvetica,Arial,sans-serif;-webkit-user-select:none}.gnt_ss_ct_ds{content:attr(data-c-td);color:#fff;margin:2px 0 6px;font:12px/14px 'Helvetica Neue','Arial Nova',Helvetica,Arial,sans-serif;-webkit-user-select:none}.gnt_ss_ct_bt{contain:layout size;isolation:isolate;width:114px;height:24px;border-radius:2px;background:#fff;color:#1665cf;font:700 12px/24px 'Unify Sans','Helvetica Neue','Arial Nova',Helvetica,Arial,sans-serif;text-decoration:none;text-align:center}.gnt_ss_ct_bt:hover{color:#0a32a0}.gnt_ss_ct_a{align-self:center;margin-left:10px;padding-top:1px;color:#fff;font:10px/13px 'Helvetica Neue','Arial Nova',Helvetica,Arial,sans-serif;text-underline-offset:1px}.gnt_ss_ct_a:hover{color:#e0e0e0}.gnt_ss_ct_cb{contain:layout size;position:absolute;top:8px;right:7px;margin:0;padding:11px;border:0;background:0 0;-webkit-font-smoothing:initial;-moz-osx-font-smoothing:initial;touch-action:manipulation;cursor:pointer}.gnt_ss_ct_cb::after,.gnt_ss_ct_cb::before{content:'';position:absolute;top:10px;left:4px;transform:rotate(45deg);width:14px;height:2px;background:var(--gnt-tphc,#fff)}.gnt_ss_ct_cb::after{transform:rotate(-45deg)}.gnt_ss_ct_cb:hover{--gnt-tphc:#E0E0E0}