Most and Least Respected Brands
When people offhandedly complain about Delta delays or lavish praise on Apple customer service, their opinions often influence how much we respect those brands.
Have you ever wondered how companies stack up in the respect department? The brand agency CoreBrand has compiled a list of the most and least respected corporate brands. Here are the top 10 on each list.
One major takeaway from the study was that corporate power does not always bring respect.
Some of the most powerful companies nationwide were conspicuously absent from the list of the most respected brands. Walt Disney, for example, has ranked ninth on lists of the most powerful companies nationwide but did not show up on the list of respected companies.
IBM, Apple, and General Electric entered the list of most respected brands for the first time this year, edging out other companies—Campbell’s Soup, Colgate-Palmolive, and Estee Lauder—that had previously ranked on the top ten list.
It is important to note that CoreBrand used companies that were familiar to average consumers to concoct a list of least respected brands.
Those brands generated little respect, but often for very different reasons. Delta, for example, has cultivated frustration among patrons because of flight delays. But most airlines also failed to generate high favorability ratings. Delta, however, was the most familiar to users and has therefore attracted the most virulent criticism. So when the list considers least respectable brands, it also means the companies are very well-known.
Coca Cola, the world’s largest soft drinks maker, topped the list of most respected brands this year, edging out PepsiCo, which had previously tied for first place.
PepsiCo, Coke’s primary competitor, fell to second most respected brand this year.
Hershey, a candy and chocolate conglomerate that has amassed a confectioner’s empire, ranked third most respected.
German pharmaceutical giant Bayer, the maker of Aspirin, ranked fourth.
5. Johnson & Johnson
Johnson & Johnson, a company that distributes medical supplies including Band Aid brand adhesive bandages, ranked fifth.
Motorcycle manufacturer Harley-Davidson ranked sixth.
International Business Machines (IBM), which sells storage and server products, ranked seventh.
Apple, the iPhone and iPad maker, ranked eighth most respected. This year marks its first time on the top ten list.
Cereal producer Kellogg, which carries tasty morning foods like Corn Flakes, Froot Loops, and Special K, ranked ninth on the list of most respected brands.
10. General Electric
General Electric, an engineering firm that produces appliances and provides electricity, among other functions, ranked the tenth most respected company.
Least Respected: 1. Delta
The US airline Delta topped the list of least respected companies. It has faced criticism for flight delays and poor customer service. Few airlines ranked particularly high when it came to brand respect, one factor in the rankings, but Delta’s familiarity to consumers put it over the top.
2. H&R Block
H&R Block, the largest U.S. tax preparer, was the second least respected brand, according to CoreBrand. The company has faced lawsuits over fraudulently marketing retirement savings plans that caused thousands of clients to lose money.
3. Big Lots
Big Lots, a discount retailer, was the third least respected company.
Denny’s, a chain of diners that serves pancakes and casual family dinners, ranked fourth on the list of least respected brands. Its restaurants are modelled on 1950s style diners.
5. Best Buy
Electronics retailer Best Buy ranked fifth on the list of least respected brands. After a period of struggling earlier this year, Best Buy has instituted cost cutting measures while remaking stores to better compete with discounters and online retailers.
6. Rite Aid
Rite Aid pharmacies were ranked sixth on the list.
7. J.C. Penney
Clothing retailer J.C. Penney was the seventh least respected company on the list. It has struggled with plummeting profits in recent years.
8. Capital One Financial
Capitol One, a financial firm that operates banks across the U.S., ranked eighth on the list.
9. Family Dollar Stores
Discount retailer Family Dollar Stores was named the ninth least respected brand. It has also suffered from lagging profits, which recently fell by a third, and pressure from activist investor Carl Icahn to sell itself.
10. Sprint Nextel
Sprint, a telecommunications company that provides wireless service and internet, was the tenth least respected brand on the list.
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