Here’s a little insider perspective: PepsiCo and Coca-Cola are the most respected brands in the U.S., while Delta Airlines is the least-respected, according to corporate business executives.
The findings come from the latest report
by branding research firm CoreBrand, which created two lists: one identifying which corporate brands garner the most respect and another for those which get the least. CoreBrand determined the 100 best-known corporate brands and asked business honchos their opinions on the companies based on reputation, management, and investment potential.
The firm says that the study, which is predicated on familiarity and favorability, is not simply a list of most and least favorable companies, but rather a gauge of how well each brand deals with audience perception. In other words, how successful well-known companies communicate their brand initiatives and messages to gain public trust and respect.
The most respected brands show an overall decline in favorability, which CoreBrand ties to the stress that highly visible brands endure during a recession and slow economic recovery. The study also shows that a few of the less respected companies are on the rise, particularly Delta and Best Buy, a finding that CoreBrand attributes to rebranding efforts.
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Among other key findings is this: Seven of the top 10 most respected brands were from the “consumer staples” sector—i.e., food, drinks, and toiletries.
Here are the most respected brands:
1. PepsiCo and Coca-Cola (tied)
6. Johnson & Johnson
8. Campbell’s Soup
10. Estee Lauder
At the other end of the spectrum, the least respected brands:
2. Philip Morris
3. H&R Block
5. Big Lots
6. Best Buy
7. J.C. Penney
8. Capital One
9. Rite Aid
10. Foot Locker
For a corporate brand to be considered in the study, the company had to be both publicly traded and tracked by CoreBrand for a minimum of five years.