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Star Wars Success Propels Disney to World's Most Powerful Brand

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Robots R2-D2 and C-3P0 attend the opening of the European Premiere of 'Star Wars: The Force Awakens' in London, on Dec. 16, 2015.

Robots R2-D2 and C-3P0 attend the opening of the European Premiere of 'Star Wars: The Force Awakens' in London, on Dec. 16, 2015.

Photographer: Leon Neal/AFP via Getty Images

Walt Disney is the world’s most powerful brand, thanks to the likable robots R2-D2 and C-3P0, who propelled the entertainment company to the top spot following the box office success of ‘‘Star Wars VII: The Force Awakens,” London-based Brand Finance said.

With Star Wars’ brand value alone estimated at $10 billion, Disney is reaping rewards from the $4 billion it paid for Lucasfilm in 2012, according to Brand Finance, which ranks brand strength based on familiarity, loyalty, promotion and marketing investment. The latest Star Wars installment was the fastest film to take in $1 billion and is Disney’s most successful. Star Wars toys have so far generated more than $700 million, Brand Finance said Monday.