Coca-Cola Tops Brand Rankings—Retailers Make Gains

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:

  1.  Coca-Cola

  2.  Hershey

  3.  Harley- Davidson

  4.  Campbell Soup

  5.  Kellogg

  6.  Johnson & Johnson

  7.  Bayer

  8.  Hallmark Cards

  9.  UPS

  10. 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.


Follow Scott Van Camp: @svancamp01

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About Scott Van Camp

Scott Van Camp is editor of PR News, an executive-level, reader-supported publication that helps enhance the business impact of PR. Scott has a rich background in both journalism and PR/marketing. He has more than 15 years of experience as a writer/editor at various consumer and trade publications. Scott was with VNU Business Publications for five years, including stints as managing editor at IQ News and Technology Marketing magazines and senior editor at Brandweek. In the PR/marketing sphere, he has served as corporate communications manager at MarketBridge, a marketing and sales consultancy, and as editorial director for the Chief Marketing Officer (CMO) Council. While at the Council, Scott led several high-profile marketing research projects. He has also operated his own communications and media consulting firm, SVC Communications.

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