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Brand Power Moat
52 companies · Ranked by earnings quality
A brand moat exists when customers will pay more for a product than a functional equivalent. It's the hardest moat to build (decades) and the most durable once built — brand loyalty lives in people's heads, not in anyone's supply chain.
| Company | Score | GM | ROE | CF/NI | FCF | Other Moats |
|---|---|---|---|---|---|---|
| IDXXIDEXX Laboratories2025 | B85 | 61.8% | 66.0% | 1.12x | $1.1B | Switching Costs |
| COSTCOSTCO WHOLESALE CORP2025 | B83 | 12.8% | 27.8% | 1.65x | $7.8B | Cost Advantage |
| NFLXNETFLIX INC2025 | B83 | 48.5% | 41.3% | 0.92x | $9.5B | Network Effects |
| AAPLApple Inc.2025 | B82 | 46.9% | 151.9% | 1.00x | $98.8B | Toll Bridge · Switching Costs |
| AXPAMERICAN EXPRESS CO2025 | B82 | — | 32.4% | 1.70x | $16.0B | Network Effects · Toll Bridge |
| MNSTMonster Beverage2025 | B82 | 55.8% | 23.1% | 1.10x | $2.0B | — |
| FICOFAIR ISAAC CORP2025 | B81 | 82.2% | -37.3% | 1.19x | $770M | Toll Bridge |
| DECKDECKERS OUTDOOR CORP2025 | B81 | 57.9% | 38.4% | 1.08x | $958M | — |
| CLCOLGATE-PALMOLIVE COMPANY2025 | C79 | 60.1% | 3948.1% | 1.97x | $3.6B | — |
| MARMarriott International2025 | C77 | — | -69.0% | 1.23x | $2.6B | Network Effects |
| ABTABBOTT LABORATORIES2025 | C76 | 56.4% | 12.5% | 1.47x | $7.4B | Switching Costs |
| PCARPACCAR2025 | C76 | 20.1% | 12.3% | 1.86x | $3.7B | — |
| CMGCHIPOTLE MEXICAN GRILL, INC.2025 | C76 | — | 54.3% | 1.38x | $1.4B | — |
| KOCOCA COLA CO2025 | C76 | 61.6% | 40.7% | 0.57x | $5.3B | Efficient Scale |
| INTUINTUIT INC.2025 | C75 | — | 19.6% | 1.60x | $6.1B | Switching Costs |
| CATCATERPILLAR INC.2025 | C75 | 33.8% | 41.7% | 1.32x | $8.9B | Switching Costs |
| LULUlululemon athletica inc.2025 | C75 | 59.2% | 42.0% | 1.25x | $1.6B | — |
| PGPROCTER & GAMBLE CO2025 | C74 | 51.2% | 30.6% | 1.12x | $14.0B | — |
| PEPPepsiCo, Inc.2025 | C74 | 54.1% | 40.4% | 1.47x | $7.7B | Efficient Scale |
| PMPhilip Morris International Inc.2025 | C74 | 67.1% | -113.5% | 1.08x | $10.7B | Toll Bridge |
| MCDMCDONALDS CORP2025 | C73 | — | -478.1% | 1.23x | $7.2B | Efficient Scale |
| HLTHilton Worldwide Holdings Inc.2025 | C72 | — | -27.0% | 1.46x | $2.0B | Network Effects |
| LLYELI LILLY AND COMPANY2025 | C71 | 83.0% | 77.8% | 0.81x | $16.8B | Toll Bridge |
| AFLAflac Incorporated2025 | C71 | — | 12.4% | 0.70x | $2.6B | Switching Costs |
| JNJJohnson & Johnson2025 | C70 | 67.9% | 32.9% | 0.92x | $19.7B | Switching Costs |
| CBCHUBB LIMITED2025 | D69 | — | 14.0% | 1.24x | $12.8B | Cost Advantage |
| GEGENERAL ELECTRIC COMPANY2025 | D69 | — | 46.6% | 0.98x | $7.3B | Switching Costs |
| DEDEERE & CO2025 | D69 | — | 19.4% | 1.48x | $6.1B | Switching Costs |
| SHWTHE SHERWIN-WILLIAMS COMPANY2025 | D69 | 48.8% | 55.9% | 1.34x | $2.7B | Efficient Scale |
| TRVThe Travelers Companies, Inc.2025 | D68 | — | 19.1% | 1.69x | $10.6B | Cost Advantage |
| HDHOME DEPOT, INC.2025 | D68 | 33.4% | 223.0% | 1.34x | $16.3B | Efficient Scale |
| TPRTapestry, Inc.2025 | D67 | 75.4% | 21.4% | 6.64x | $1.1B | — |
| NKENIKE, Inc.2025 | D66 | 42.7% | 24.4% | 1.15x | $3.3B | — |
| MDLZMondelez International2025 | D66 | 28.4% | 9.5% | 1.84x | $3.2B | — |
| DISWALT DISNEY CO/2025 | D66 | — | 11.3% | 1.46x | $10.1B | Toll Bridge |
| EAElectronic Arts2025 | D66 | 79.3% | 17.6% | 1.85x | $2.1B | Toll Bridge |
| PFEPFIZER INC2025 | D65 | 74.3% | 9.0% | 1.51x | $9.1B | Toll Bridge |
| MOALTRIA GROUP, INC.2025 | D63 | 62.5% | -198.4% | 1.34x | $9.1B | Toll Bridge |
| LOWLOWE’S COMPANIES, INC2025 | D62 | 33.3% | -48.9% | 1.38x | $7.7B | Efficient Scale |
| KDPKeurig Dr Pepper2025 | D62 | 54.2% | 8.1% | 0.96x | $1.5B | — |
| TGTTARGET CORPORATION2025 | D61 | 28.2% | 27.9% | 1.80x | $4.5B | Efficient Scale |
| TSLATesla, Inc.2025 | D60 | 18.0% | 4.6% | 3.89x | $6.2B | Cost Advantage |
| PPGPPG INDUSTRIES, INC.2025 | D60 | 41.3% | 19.8% | 1.23x | $1.2B | — |
| TTWOTake-Two Interactive2025 | F59 | 54.4% | -209.5% | 0.01x | $-215M | — |
| CROXCROCS, INC.2025 | F55 | 58.3% | -6.3% | -8.75x | $659M | — |
| SBUXStarbucks Corporation2025 | F54 | — | -22.9% | 2.56x | $2.4B | Network Effects |
| GISGENERAL MILLS, INC.2025 | F54 | 34.6% | 24.9% | 1.27x | $2.3B | — |
| MMM3M COMPANY2025 | F51 | 39.9% | 69.1% | 0.71x | $1.4B | Switching Costs |
| ELThe Estee Lauder Companies Inc.2025 | F49 | 74.0% | -29.3% | -1.12x | $670M | — |
| WYNNWYNN RESORTS, LIMITED2025 | F48 | — | -118.8% | 4.13x | $692M | Toll Bridge |
| KHCKraft Heinz2025 | F44 | 33.3% | -14.0% | -0.76x | $3.7B | — |
| WBDWarner Bros. Discovery2025 | F33 | — | 2.0% | 5.94x | $3.1B | Toll Bridge |
The "Other Moats" column shows additional moats each company carries beyond this one. Multiple moats compound multiplicatively, not additively.