When it comes to brand recognition and awareness, no one beats Coca-Cola. For the fifth straight year, a poll of 10,000 business professionals placed Coca-Cola first among the top 100 corporate brands.
The rankings, as determined by the communications firm CoreBrand,were based on brand familiarity, reputation, perception of management and investment potential.
Hershey took the second spot on the list, while Harley Davidson, Campbell's and Kellogg rounded out the top five.
The brands making up the rest of the top 10 were:
- Johnson & Johnson
- Hallmark Cards
Some of the biggest movers in this year's poll included Google and eBay, which jumped 21 spots from last year, and Apple, which jumped 20 spots. Google and eBay were also among the largest movers in the five-year history of the poll, jumping 152 and 151 places, respectively, over that time after not being ranked in the top 100. Brands that dropped the most this year were ABC Inc., which fell 28 spots, and The Weather Channel, which dropped 20. IBM has had the largest drop during the life of the poll, falling 46 spots over that time.
"Our Brand Power rankings demonstrate that even in this difficult economic climate, corporate brands continue to positively impact companies that know how to capitalize on their value," James Gregory, founder and CEO of CoreBrand, said. "Some companies benefit from being perceived as lower-cost alternatives within their market as others utilize their brands to be more appealing to customers. Companies can utilize this valuable insight to pinpoint trends in their brand's strength and make more informed branding decisions to help drive positive business outcomes."
The fifth annual Brand Power Top 100 Rankings Report compiled its rankings from over 1,000 companies and 54 industries.
Reach BusinessNewsDaily staff writer David Mielach at Dmielach@techmedianetwork.com. Follow him on Twitter @D_M89.