Sports trumps doughnuts in ranking of top brands

Those three top a list being released today recognizing the 25 most powerful consumer brands in the region.

Protobrand, a Boston branding firm, interviewed about 350 marketing professionals across the country to rate the brands in seven categories: brand momentum, distinctiveness, uniqueness, quality, loyalty, admiration, and whether experience working with the brand enhances a marketing professional’s resume.

“Most people might be surprised that a sports media brand like ESPN tops a behemoth like GE, but brand power isn’t only driven by size, as evidenced by top performers such as Dunkin’ Donuts, Subway, and Ben & Jerry’s,’’ said Bob Robbins, Protobrand’s cofounder.

“Number-one-ranked ESPN provides addictive, testosterone-filled content that is unashamedly brash.’’

L.L. Bean (number six), the outdoorsy Maine merchant; Staples (number 10), the Framingham office supply chain; and Samuel Adams (number eight), the Boston beer company, also took spots in the Top 10.

Boston sneaker maker New Balance finished as the 15th most powerful brand, but Reebok, based in Canton, did not place in the Top 25. New Balance outperformed its rival on almost all dimensions of the study, according to Protobrand.

“New Balance has created an extremely loyal fan base that identifies with New Balance values: craftsmanship, authenticity, and love of running. It is hard to imagine someone saying I’m a Reebok person. What exactly does that mean?’’ said Phil Granof, Protobrand’s cofounder.

“The opportunity for Reebok is to reestablish itself as a source of true individuality, as it had done in the 1980s. Reebok needs to bond with a community of iconoclasts that strive to be different in everything they do. Reebok, stop trying to be Nike, Adidas, and Puma.’’

Reebok declined to comment.

“Throughout our more than 100 years of business, New Balance has proudly maintained the same core principles of superior customer service, a strong commitment to domestic manufacturing, and leadership in product fit, quality, and performance,’’ said New Balance’s chief executive, Rob DeMartini.

Coming in at number three, Dunkin’ Donuts, the Canton coffee and doughnut chain, was also recognized as a “crown jewel’’ of New England.

“The positioning for Dunkin’ is based on very deep insights into consumer behavior. The ‘America Runs on Dunkin’ campaign has proven to resonate across its core target by tapping into a daily ritual in people’s lives,’’ Robbins said. “As the brand expands geographically, we believe it will rise to the top of the Protobrand 25.’’

Dunkin’s chief marketing officer, John Costello, said its selection is a tribute to the franchisees who help to make Dunkin’ a daily ritual for millions of people.

As for not getting the top slot?

“We salute ESPN for its number one ranking,’’ Costello said. “As New Englanders, we admit that if there is anything locals are more passionate about than Dunkin’ Donuts coffee, it’s sports.’’

Jenn Abelson can be reached at abelson@globe.com.