Brand consulting firm CoreBrand has just released its list of the world’s 10 most respected brands based both on a high familiarity index and a high favorability index. The firm measures familiarity on a scale of 1 to 5 and respondents are considered to be familiar with a brand if they know more than just the company’s name. Favorability is based on overall reputation, perception of the company’s management and a company’s investment potential rankings made by those respondents who were familiar with the brands.
Corebrand sorted out the top 100 based on familiarity scores and then sorted those by the highest favorability score to get the most respected brands. Here is the ranking using the company’s full name:
- The Coca-Cola Co. (NYSE: KO)
- PepsiCo Inc. (NYSE: PEP)
- The Hershey Co. (NYSE: HSY)
- Bayer A.G.
- Johnson & Johnson (NYSE: JNJ)
- Harley-Davidson Inc. (NYSE: HOG)
- International Business Machines Corp. (NYSE: IBM)
- Apple Inc. (NASDAQ: AAPL)
- Kellogg Co. (NYSE: K)
- General Electric Co. (NYSE: GE)
Of the 10 brands, only PepsiCo and IBM have familiarity scores below 90, which Corebrand attributes to the repositioning of the companies as a beverage and snack food company and a business services company, respectively.
Coca-Cola and PepsiCo were tied last year, but Coca-Cola held the top spot alone this year even though both companies lost ground in favorability scores. Coke just lost a little less.
IBM, Apple and GE are new to the list this year, while Campbell Soup Co. (NYSE: CPB), Colgate-Palmolive Co. (NYSE: CL) and Esteé Lauder dropped out of the top 10.
ALSO READ: America’s Ten Most Familiar Brands
Sponsored: Tips for Investing
A financial advisor can help you understand the advantages and disadvantages of investment properties. Finding a qualified financial advisor doesn’t have to be hard. SmartAsset’s free tool matches you with up to three financial advisors who serve your area, and you can interview your advisor matches at no cost to decide which one is right for you. If you’re ready to find an advisor who can help you achieve your financial goals, get started now.
Investing in real estate can diversify your portfolio. But expanding your horizons may add additional costs. If you’re an investor looking to minimize expenses, consider checking out online brokerages. They often offer low investment fees, helping you maximize your profit.