CoreBrand Names Top Ten Most And Least Respected Brands Of The Year

Aug 20, 2013, 07:00 ET from CoreBrand

NEW YORK, Aug. 20, 2013 /PRNewswire/ -- CoreBrand, a leading full-service brand consultancy and creator of the Corporate Branding Index®, which provides continuous benchmarking data, insights and corporate brand valuation for over 1,000 companies, across 54 industries, today released its report on the most respected corporate brands. This latest report in its BrandPower Series, Brand Respect, identifies the top 10 most and least respected corporate brands based on the Company's proprietary Familiarity and Favorability data.

Companies with a strong Brand Respect ranking are well liked by a large number of people. CoreBrand focused on the 100 brands in its database with the highest Familiarity and then sorted those brands by their Favorability to determine their Brand Respect ranking. Brands with the highest Familiarity and Favorability are defined as most respected. Those who are well known but have the lowest Favorability are considered the least respected under the Brand Respect methodology.

"Our Brand Respect report methodology uncovered companies that are building respect with a strong reputation and sense of trust," commented James R. Gregory, founder and CEO of CoreBrand. "On the other hand, the 10 brands with the largest discrepancies between Familiarity and Favorability – all well-known brands – are all in a position with the right investments to improve perceptions to positively impact trust and business outcomes."

Brand Respect Key Findings 

  • PepsiCo and Coca-Cola are tied at the top as the most respected corporate brands.
  • Seven of the top 10 most respected brands are from the Consumer Staples sector. 
  • Although considered among the most respected, these top 10 brands are showing a decline in favorability.
  • Some brands continue to face challenges as a result of negative consumer sentiment over the economy. 
  • The least respected brands show representation across a broader variety of industries with some surprising showings (Rite Aid and Foot Locker).
  • Many less respected companies are on the rise (Delta and Best Buy) showing that branding investments are starting to deliver a return on the investment.

The complete Brand Respect report can be viewed here.

The most respected brands are 1. PepsiCo and Coca-Cola (tied), 3. Hershey's, 4. Harley-Davidson, 5. Bayer, 6. Johnson & Johnson, 7. Kellogg's, 8. Campbell's Soup Company, 9. Colgate-Palmolive, 10. Estee Lauder.

The least respected brands are 1. Delta, 2. Philip Morris, 3. H&R Block, 4. Denny's, 5. Big Lots, 6. Best Buy, 7. J.C. Penney, 8. Capital One, 9. Rite Aid, 10. Foot Locker.

CoreBrand's Brand Respect scores are derived from the Corporate Branding Index®, a continuous survey of more than 10,000 business decision-makers from the top 20 percent of U.S. businesses. These respondents represent the investment community, potential business partners, and business customers.  Brands are measured by size (Familiarity) and quality (Favorability), Familiarity representing how aware a survey respondent is with a brand and Favorability representing perceptions of the brand.

About CoreBrand
CoreBrand, an independent branding firm based out of New York City and Los Angeles, specializes in practical and applicable brand research, strategy, identity and management for global companies of all sizes and in all sectors. As the creator of the Corporate Branding Index®, a 23 year old index that provides continuous benchmarking data, insights and corporate brand valuation for over 1,000 companies, across 54 industries, CoreBrand is the only firm that links brand identity to financial performance through data and analysis. With a focus on using brand as a business asset to improve corporate value, CoreBrand creates the measurable difference. To learn more about CoreBrand, please visit

SOURCE CoreBrand