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Coca-Cola breaks last year's tie with Pepsi to take top spot as most respected; Delta and H&R Block lead least respected list
NEW YORK, July 14, 2014 /PRNewswire/ -- CoreBrand, a leading brand strategy and communications firm and creator of the Corporate Branding Index® (CBI), which provides continuous benchmarking data, insights and corporate brand valuation for more than 1,000 companies across 50 industries, today released its second annual report on the most and least respected corporate brands - Brand Respect: The Most and Least Respected Corporate Brands.
The Brand Respect report correlates data on the levels of Familiarity and Favorability of publicly traded companies, utilizing the 23-year quantitative CBI, to uncover the sentiment behind the most well-known brands. Brands with the highest Familiarity and Favorability are defined as most respected, while brands that are well-known among audiences (identified as the 100 brands in the CBI with the highest Familiarity) but have the lowest Favorability are considered the least respected.
The complete Brand Respect report can be viewed here: www.corebrand.com/brandpower/reports
"The respect a brand has earned, and can keep, speaks directly to its overall valuation and acceptance – and verifying where a brand stands is essential in assessing the foundations of a company's future," said Jim Gregory, CEO of CoreBrand. "High brand respect instills trust among consumers and key stakeholders, allowing a company to maintain a strong reputation that will positively impact its business. Meanwhile, the 10 least respected brands-or simply the brands with the largest discrepancies between Familiarity and Favorability – need to realign perceptions in order to enhance their image and build back respect."
2014 Most Respected Brands
5. Johnson & Johnson
10. General Electric
Key Findings for the Most Respected Brands:
2014 Least Respected Brands
1. Delta Airlines
2. H&R Block
3. Big Lots
5. Best Buy
6. Rite Aid
7. J.C. Penney
8. Capital One Financial
9. Family Dollar Stores
10. Sprint Nextel
Key Findings for the Least Respected Brands:
CoreBrand's Brand Respect scores are derived from the CBI, a continuous survey of more than 10,000 business decision-makers from the top 20 percent of U.S. businesses. CBI research examines the corporate reputations of major public companies in the United States by polling a neutral Business Decision Maker audience on Familiarity (awareness) and Favorability (perception) of tracked brands.
CoreBrand is a full-service brand consultancy that helps organizations understand, define, express and leverage their brands for measurable results. For 40 years, we have been fueled by fact-based branding, driven by a curiosity to understand how brand can help clients achieve their goals. Whether delivering research, strategy, creative expression or ongoing brand management, our sole focus is to help clients use their brands to make a measureable difference in business results. To learn more about CoreBrand, please visit http://www.corebrand.com.
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