Walt Disney has overtaken Lego to become the world’s most powerful brand, according to valuation and strategy consultancy Brand Finance‘s annual rankings.

Only one technology firm made it into the top 10 — but it wansn’t Apple. Retail, media, and financial companies domminated the list.

Brand Finance evaluated companies by their familiarity, loyalty, promotion, marketing investment, staff satisfaction, and corporate reputation. Using these factors, each brand’s power was ranked out of 100. Each brand was also given a valuation.

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Kate Lawrence is an entertainment journalist with special focus on modeling and corporate social responsibility.