As a Brand, Coke Is It: CoreBrand released its fifth annual Brand Power Top 100 Rankings Report, which ranks 100 corporate brands in terms of market reputation and awareness, and Coca-Cola tops the list, as it has since 2008. The CoreBrand Brand Power rankings are a measure of size (familiarity) and quality (favorability), familiarity representing whether or not a survey respondent is familiar with the brand, and favorability representing the brand’s overall reputation, perception of management and investment potential. The top 10 brands are as follows:
 |
-
Coca-Cola
-
Hershey
-
Harley- Davidson
-
Campbell Soup
-
Kellogg
-
Johnson & Johnson
-
Bayer
-
Hallmark Cards
-
UPS
-
Colgate-Palmolive
Among the key findings (with movement in rank from 2010 to 2011 in parentheses):
-
The retail industry has seen lots of movement over the past three years, as consumers shift to a more value-based purchasing mindset. The growth in the brand strength of Walmart (+15), Lowe’s (+5), Home Depot (+10), The Gap (+7), Kohl’s (+25) and J.C. Penney (+22) shows that consumers are still spending money but are looking to make their dollars go further.
-
Apple (+20) leads the technology sector, going from the 53rd to 33rd position; Microsoft (+14) and Dell (+14) each grew equally over the past year; while IBM (-18) has declined since 2010.
-
Nestlé has improved the most in the food industry, rising 32 ranks. Sara Lee (+27) and Kraft (+21) have also shown strong growth since 2008.
Source: CoreBrand
Follow Scott Van Camp: @svancamp01