9. McDonald’s


Brand value: $88.6 billion

Percentage change from last year: +9%

Last year’s rank: 9

What happened: Millward Brown says that McDonald’s has made a number of improvements to the business this year.

It is making efforts to separate its drive-thru offerings — based on convenience and speed — from its in-store experience, where it has been rolling out customization, premium products, and improving hospitality.

Meanwhile, Millward Brown also notes the success of its healthier and lifestyle-focused McCafe offerings.