CoreBrand, a branding firm, has named the top 10 most and least respected brands of the year based on a continuous survey of more than 10,000 business executives from the top 20 percent of US businesses. The brands are rated by their size or familiarity and their quality.
Companies with a strong Brand Respect ranking are well liked by a large number of people. Seven of the top 10 most-respected brands make consumer staples. And despite their status today, the top 10 brands are showing a decline in favorability the report said. Find out who made the list.
10. Estee Lauder
The cosmetics powerhouse benefits from high favorability and familiarity ratings in CoreBrand’s analysis.
In the past, CoreBrand has noted that Colgate-Palmolive benefits from having a corporate name that is the same as two of its major product lines.
8. Campbell’s Soup
A recent settlement involving Kellogg Co. didn’t get seem to get in the way of its rating.
The company created a $4 million fund as part of a settlement to a lawsuit that alleged it falsely advertised that its Frosted Mini-Wheats cereal improved kids’ attentiveness, memory, and other cognitive functions to a degree not supported by competent clinical evidence, according a website set up to handle claims.
Kellogg stands by its advertising and denies it did anything wrong.
6. Johnson & Johnson
As the makers of Tylenol and Band-Aids, Johnson & Johnson is an “American staple,’’ CoreBrand said. But the report warns that the company is at risk of losing its most-respected status. CoreBrand said that Johnson & Johnson has been hurt by tough media coverage as a result of recalls and management issues.
The company suffered in sentiment toward leadership going back to 2007 when Johnson & Johnson made several product recalls across division, the report said.
CoreBrand suggests Johnson & Johnson focus on “elucidating the vision for the company and rebuilding trust.’’
Like most of the brands on the most-respected list, Bayer is part of the consumer staples sector.
The company excels with “a strong vision,’’ impeccable consistency, and smart brand extensions,’’ the report said. CoreBrand praised Harley-Davidson for mastering the art of developing a lifestyle brand.
Hershey’s recently reported an 18 percent jump in second quarter earnings, boosted by a stronger demand for Reese’s, Kit Kat, and Ice Breakers candy coupled with lower commodity costs. But even this American favorite has made missteps. Remember Swoops?
Coca-Cola is tied for first on this year’s list, but its favorability rankings are fading, the report said.
PepsiCo’s favorability rating is just a hair better than Coca-Cola’s, while its familiarity rating has been on the rise, CoreBrand said. The report offered optimism for PepsiCo’s future if it continues to spread its message and business vision to a broader audience, the report said. Pepsco also has a chance to capitalize on the relatively unknown fact that it’s the number one snack food manufacturer in the world, Coreband said.
And hopefully, everyone’s forgotten about Crystal Pepsi.