CoreBrand reviewed the top 100 hardest working brands for the final quarter of 2009.  Their researchers point out that “the food industry moves to the top of the list, reflecting the economy and the general improvement of consumer staples businesses. Hershey’s (HSY), Campbell Soup (CPB), and Kellogg (K) make it into the top 5.” On the other hand “troubled industries like financial services and auto manufacturers have seen dramatic decline.”

Harley-Davidson (HOG) is in the top 10 among the hardest working brands. Before rumors of a buy-out, the motorcycle firm’s stock languished at $25, down from $42 less than two years ago. Harley’s stock trades for a low 1.2 times sales. Also near the top of the list is crippled book retailer Barnes & Noble (BKS), which trades for .3 times sales. Blockbuster (BBI) is in the top 25, with a ratio of .1x sales. The firm said in its 10-K that it is at risk for filing Chapter 11.

Douglas A. McIntyre  douglasamcintyre@247wallst.com

24/7 Wall St. asked Corebrand, the brand research and consulting firm, to look at the top 100 brands based their contribution to market capitalizaton. Using this method, the hardest working brand was Hershey (NYSE:HSY), followed  by Coca-Cola (NYSE:KO) and Harley-Davidson (NYSE:HOG)

Corebrand described the process briefly to 24/7 Wall. St.

24/7 Wall St.: Corebard often refers to the brands on this list as the”hardest working brands”. How did you come to that description?

Corebrand: There are a lot of people measuring and examining the “strongest brands” or the “most valuable brands”.  Our opinion is that examining one without the other is somewhat meaningless.  How “strong” a brand is nice to know but not very relevant unless you understand how that strength benefits business.  Similarly, “value” is little more than a measure of corporate size unless you understand the drivers of that value and how to influence it. By examining the strength of the brand and it’s contribution to total market value, we can help companies and their leadership manage that strength and value over time.

24/7 Wall St.: Is there any advantage or disadvantage to having a brand value be a very large percentage of market cap in the present and as an indication of a company’s future performance?

Corebrand: The brand will need to be in balance with the rest of the company’s assets.  A company should strive to have it’s brand strong enough to fend off competitors or changing market conditions but not so strong that it becomes overly dependent on the brand as a single driver of value.  If a company can achieve and maintain its appropriate maximum strength without becoming over-dependent, it will see greater returns in bull markets and retain greater value in bear markets.

The list:

Each year, on a rolling basis, CoreBrand conducts 8,000 telephone interviews among business leaders to measure their perceptions of some of the world’s best corporate brands. Respondents are business decision-makers from the top 20% of U.S. businesses.

This senior business audience (VP level and above) represents the investment community, potential business partners, and business customers across 49 key industries. 400 respondents rate each company per year; 800 companies are measured each year. Our reports are updated on a quarterly basis to reflect any subtle changes.

CoreBrand collects financial performance data and communications investment information to understand the support behind and impact of these brands. These corporate brand strength ratings, as well as a company’s financial data are used in CoreBrand’s statistical model to determine the percentage of market capitalization that is directly derived from the corporate brand. Once that percentage is calculated, a dollar value is assigned to the corporate brand.

The percentage of market capitalization, attributable to the corporate brand. The percentage is then translated into a dollar value, based on the current market capitalization. The analysis is examined over time, to determine if the corporate brand is a growing or declining asset.

Douglas A. McIntyre

La-Z-Boy (LZB) Shares in industry downgraded. $1.82 from 52-week high of $11.76.

Tennant (TNC) Still falling due to accounting concerns. Guidance cut. Shares downgraded. Falls to $13.70 from 52-week high of $43.94.

Sina (SINA) No news. China portal stock plunges to $20.20 from 52-week of $58.50.

Douglas A. McIntyre

This was briefly a $30 stock in 2002, and it has again been cut in half since this summer.  How far back on the chart do you have to go before you find these recent stock prices? The early 1990′s.  Other furniture makers are in the same negative spending environment soup:

• Stanley Furniture Co. Inc. (NASDAQ:STLY) shares are $10.92, under its $10.98 to $23.74 range over the last 52-weeks.
• Even on a positive day for the stock higher-end furniture maker Ethan Allen (NYSE:ETH) up 2.6% at $29.31 is at the lower-end of its $27.46 to $39.56 trading range over the last 52-weeks.

Jon C. Ogg
December 3, 2007

These didn’t all close on 52-week lows, but here is a list of stocks that managed to hit new 52-week lows today despite a strong stock market, and on what was otherwise a quiet news day.  This list only includes stocks that were down right before the end of the day rather than stocks that hit or touched 52-week lows and then recovered:

• Adaptec (NASDAQ:ADPT)
• Advanced Medical Optics (NYSE:EYE)
• Cott Corp. (NYSE:COT)
• Diebold (NYSE:DBD)
• Dialysis Corp. of America (NASDAQ:DCAI)
• eLong (NASDAQ:LONG)
• Gluu Mobile (NASDAQ:GLUU)
• iBasis (NASDAQ:IBAS)
• La-Z-Boy (NYSE:LZB)
• Shoe Carnival (NASDAQ:SCVL)
• Webzen (NASDAQ:WZEN)

Jon C. Ogg
November 23, 2007

Standard Pacific (SPF) Home builder. Drops to $5.45 from 52-week high of $30.52.

La-Z-Boy (LZB) Tough economy means people don’t have time to sit down. Down to $7.30 from 52-week high of $15.60.

Bigband (BBND) Broadband infrastructure provider misses all targets. Down to $5.89 from post-IPO high of $21.63.

Douglas A. McIntyre