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Even though some stores still have brand name recognition in their favor, their stars are slowly falling, but others that might not ring a bell are making plenty of noise in niche markets as Forbes’ Barbara Thau explains after examining brand consulting firm Interbrand’s latest report.

Interbrand’s brand valuations are based on the firm’s analysis of the financial performance of a retailer, the role a brand plays in shoppers’ purchasing decision and the competitive strength of a brand.

Big winners on the last year include well-known retailers Macy’s and Amazon, while Abercrombie & Fitch and Toys ‘R’ Us appear to be heading south as their demographics tire of gimmicky stores and parents start searching for better prices elsewhere.

Full story at Forbes.

The power of a brand.