Brand strategy and communications firm CoreBrand its seventh annual “Top 100 Most Powerful Brands Report,” which the firm said ranks the top 100 corporate brands in terms of market reputation and awareness.
Topping the list, as it did last year, was soft drink giant Coca-Cola. Next
The chocolate and candy company ranked second as it did in the CoreBrand’s rankings last year.
“In 2013, we saw corporate brands break out of the funk they’ve been in since the 2008 financial crisis,” said a statement from James R. Gregory, founder and CEO of CoreBrand. “2012 was a slow year in regards to recovery, with the average brand ranking gaining only a fraction of a point. This year, we saw that number jump nearly a full point – in research terms, that is huge. As the economy continues to recover, we see that the business decision maker is regaining confidence in companies.” Next
The pharmaceutical company ranked third, a slight jump from its fourth-place ranking a year ago.
“The most powerful brands hold the ability to impact business results,” added Gregory. “By carefully tracking and analyzing these top brands for sustained periods of time, we have gained unique insight on companies and entire industries. This information informs corporate strategies moving forward, by demonstrating how companies and competitors are affected, in both the short and long term.” Next
4. Johnson & Johnson
The medical and consumer goods manufacturer ranked fourth up from a seventh-place ranking last year.
“The report shows that Amazon and Google were some of the year’s biggest winners, both having jumped up the rankings in 2013, CoreBrand said. “CBS, Walgreens and UPS were some of the biggest losers, all falling 11 spots in the rankings.” Next
The motorcyle maker reversed its ranking from third place last year to fifth this year.
“Among the brands in the top 10, Kellogg’s experienced the biggest decline, falling four spots,” said CoreBrand. “Additionally, Consumer-cyclical and Consumer-staple brands represent 58 of the top 100 corporate brands, indicating that the most powerful brands have a strong connection to consumers.” Next
6. Walt Disney
The media company climbed four spots to sixth place.
CoreBrand said its “Top 100 Most Powerful Brands Rankings” “are derived from an annual survey of more than 10,000 business decision-makers from the top 20 percent of U.S. businesses. This senior business audience (VP level and above) represents the investment community, potential business partners, and business customers across 50 key industries. CoreBrand researches perceptions on brand Familiarity and Favorability for each company in its Corporate Branding Index® (CBI) and combines them to develop a single indicator of brand strength, or its BrandPower. Next
The soda company bubbled up a couple spots to claim seventh place.
“The ‘Top 100 Most Powerful Brands’ highlights and showcases the very best and strongest corporate brands tracked by CoreBrand,” CoreBrand said. “The companies on this list benefit from both high awareness (Familiarity) and positive brand perceptions (Favorability).’” Next
8. American Express
The credit card company swiped the eight spot, up from 11th place a year ago.
To be included in the Top 100 Most Powerful Brands Rankings, companies must be considered a corporate brand and have been publicly traded and tracked by CoreBrand for more than five years, CoreBrand said. Next
The cereal and snack maker came in ninth, a slide from its sixth-place ranking a year ago. Next
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