The level of loyalty or “bonding” (the key metric that helps determine the brand contribution) of the current top 100 most powerful brands is more than twice that of the average brand. This is the same as we saw 10 years ago, showing that the relationship consumers have with brands is as important as ever.

The brand with the highest bonding this year is also the most valuable – Google with 45 per cent. In 1998, this honour went to Gillette (48 per cent) which still has one of the highest bonding scores, showing the power and endurance of a strong, well-managed relationship with consumers. But it also illustrates the shift from grocery and personal care brands to technology.