The most valuable brand in Ohio is a Southwest Ohio brand

The most valuable brand produced by an Ohio company, according to Brand Finance. FILE
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The most valuable brand produced by an Ohio company, according to Brand Finance. FILE

The most valuable commercial brand in Ohio is a familiar household name and a Southwestern Ohio brand.

Pampers, the diaper produced by Cincinnati-based Procter & Gamble — a worldwide retail giant that also has a presence in Union and Mason — is ranked at No. 105 among the nation’s 500 top business brands, according to this year’s Brand Finance U.S. 500 ranking.

Last year, Pampers was ranked at 91.

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The second-most valuable brand from a company based in Ohio is lingerie brand Victoria’s Secret, ranked at 107, lower than last year’s 95.

Brand Finance weighs marketing investment sunk into a brand, “stakeholder equity,” and overall business performance to arrive at a calculation of “the value a company would be willing to pay to license its brand as if it did not own it.”

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The top ten Ohio-based brands include, according to this year's list:

Pampers (2018 Brand Finance 500 rank: 105/ 2017 rank: 91)

Victoria’s Secret (107/95)

Kroger (134/96)

Pantene (139/146)

Macy’s (144/123)

Progressive (155/189)

Sherwin-Williams (167/210)

Tide (200/192)

Head & Shoulders (207/219)

Procter & Gamble (265/236)

The Brand Finance list has 27 Ohio brands this year, ranking the Buckeye State ninth among the states in brand prowess.

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