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Disney is Top Brand Again: Disneyland/Disneyworld is the strongest brand name in America. That, for the second consecutive year, is the conclusion of a brand equity study released by Total Research Corp. of Princeton, N.J. Kodak Film scored second for the third straight year. But Mercedes-Benz, which had been the No. 1 brand two years ago, fell to seventh in the most recent survey. Other upscale brands that fell in the ranking include Estee Lauder, Macy’s and American Express. The results are based on phone interviews of a national sample of 2,000 men and women.