The Hardest Working Brands for 2009: The Year Of The Dog

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A look at the “hardest working” major brands for 2009 shows that a number of them belong to companies which have done poorly and, in at least one case, may file Chapter 11. This is due to the definition of a hard-working brand, which is based on the ratio of its value to the market capitalization of its parent company.

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.

Company Brand Equity % of Market Cap Rank Brand Equity $ Value Rank Ticker Symbol Industry
Hershey Company, The 1 102 HSY Food
Coca-Cola Company, The 2 9 KO Beverages
Harley-Davidson Inc. 3 126 HOG Hotel & Entertainment
Campbell Soup Company 4 85 CPB Food
Kellogg Company 5 64 K Food
Colgate-Palmolive Company 6 33 CL Toiletries, Cosmetics
American Express Company 7 31 AXP Diversified Financial
Barnes & Noble Inc. 8 230 BKS Retailers
FedEx Corporation 9 52 FDX Transportation
UPS – United Parcel Service Inc. 10 29 UPS Transportation
MasterCard Inc. 11 47 MA Diversified Financial
Starbucks Corporation 12 76 SBUX Restaurants
Johnson & Johnson 13 4 JNJ Medical Supplies & Services
Visa Inc. 14 22 V Diversified Financial
CBS Corporation 15 104 CBS Hotel & Entertainment
Mattel Inc. 16 114 MAT Hotel & Entertainment
Del Monte Foods Company 17 185 DLM Food
General Mills Inc. 18 60 GIS Food
Wendy’s Arby’s Group Inc. 19 189 WEN Restaurants
Walt Disney Company, The 20 30 DIS Hotel & Entertainment
Black & Decker Corporation 21 151 BDK Industrial Equipment
Estée Lauder Companies Inc, The 22 96 EL Toiletries, Cosmetics
Blockbuster Inc. 23 338 BBI Retailers
McDonald’s Corporation 24 24 MCD Restaurants
Bed Bath & Beyond Inc. 25 100 BBBY Retailers
Lowe’s Companies Inc. 26 45 LOW Retailers
Honda Motor Company Ltd. 27 28 HMC Motor Vehicles
Target Corporation 28 38 TGT Retailers
Sony Corporation 29 42 SNE Electronics, Electrical Equip.
PepsiCo Inc. 30 17 PEP Beverages
American Greetings Corporation 31 262 AM Packaging
Liz Claiborne Inc. 32 284 LIZ Apparel, Shoes
Kodak – Eastman Kodak Company 33 211 EK Precision Instruments
Gap Inc., The 34 87 GPS Retailers
YRC Worldwide Inc. 35 69 YRCW Internet
Nike Inc. 36 50 NKE Apparel, Shoes
La-Z-Boy Inc. 37 285 LZB Furniture/Home Furn.
Avon Products Inc. 38 93 AVP Toiletries, Cosmetics
New York Times Company, The 39 209 NYT Publishing
Sara Lee Corporation 40 111 SLE Food
Toyota Motor Corporation 41 12 TM Motor Vehicles
Home Depot Inc., The 42 32 HD Retailers
Whirlpool Corporation 43 136 WHR Industrial Equipment
GE – General Electric Company 44 5 GE Diversified Industrials
Xerox Corporation 45 118 XRX Office Equipment
Wal-Mart Stores Inc. 46 3 WMT Retailers
Microsoft Corporation 47 2 MSFT Computer Software
Western Union 48 99 WU Diversified Financial
J. C. Penney Company Inc. 49 135 JCP Retailers
Polo Ralph Lauren Corporation 50 116 RL Apparel, Shoes
Goodyear Tire & Rubber Company, The 51 170 GT Auto Parts
Boeing Company, The 52 37 BA Aerospace/Defense
Charles Schwab Corporation, The 53 73 SCHW Brokerage
IBM – International Business Machines Corporation 54 8 IBM Computers, Peripherals
Sherwin-Williams Company, The 55 121 SHW Chemicals
Marriott International Inc. 56 108 MAR Hotel & Entertainment
Ford Motor Company 57 43 F Motor Vehicles
Kraft Foods Inc. 58 36 KFT Food
Nissan Motor Company Ltd. 59 48 NSANY Motor Vehicles
AT&T Inc. 60 11 T Telecommunication Services
Apple Inc. 61 7 AAPL Computers, Peripherals
Procter & Gamble Company, The 62 6 PG Toiletries, Cosmetics
H&R Block Inc. 63 128 HRB Diversified Financial
Dell Inc. 64 62 DELL Computers, Peripherals
FujiFilm Holdings Corporation 65 84 FUJIY Electronics, Electrical Equip.
Kohl’s Corporation 66 88 KSS Retailers
Verizon Communications Inc. 67 23 VZ Telecommunication Services
Sunoco Inc. 68 180 SUN Petroleum Refining
Allstate Corporation, The 69 86 ALL Insurance
Motorola Inc. 70 90 MOT Telecommunications Equipment
Walgreen Company 71 51 WAG Pharmacy Serv.
DuPont – E. I. du Pont de Nemours and Company 72 53 DD Chemicals
Pitney Bowes Inc. 73 156 PBI Office Equipment
Staples Inc. 74 82 SPLS Office Equipment
H. J. Heinz Company 75 95 HNZ Food
Office Depot Inc. 76 228 ODP Office Equipment
Rite Aid Corporation 77 240 RAD Pharmacy Serv.
Google Inc. 78 10 GOOG Internet
Exxon Mobil Corporation 79 1 XOM Petroleum Refining
Hormel Foods Corporation 80 150 HRL Food
DirecTV Group 81 56 DTV Cable TV
Loews Corporation 82 92 L Diversified Financial
Bristol-Myers Squibb Company 83 34 BMY Pharmaceuticals
eBay Inc. 84 57 EBAY Internet
Tyson Foods Inc. 85 148 TSN Food
OfficeMax Inc. 86 245 OMX Office Equipment
Sears Holdings 87 107 SHLD Retailers
CVS Caremark Corporation 88 41 CVS Pharmacy Serv.
Morgan Stanley 89 49 MS Brokerage
Philip Morris International Inc. 90 25 PM Tobacco
Canon Inc. 91 35 CAJ Electronics, Electrical Equip.
Tiffany & Company 92 158 TIF Retailers
Papa John’s International Inc. 93 282 PZZA Restaurants
Honeywell International Inc. 94 63 HON Diversified Industrials
Panasonic Corporation 95 55 PC Electronics, Electrical Equip.
Capital One Financial Corporation 96 91 COF Diversified Financial
Chevron Corporation 97 14 CVX Petroleum Refining
Sprint Nextel Corporation 98 113 S Telecommunication Services
Delta Air Lines Inc. 99 119 DAL Transportation
Continental Airlines Inc. 100 202 CAL Transportation
Aetna Inc. 101 103 AET Medical Supplies & Services
Texas Instruments Inc. 102 67 TXN Semiconductors

Douglas A. McIntyre  douglasamcintyre@247wallst.com