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Pepsico, Coca-Cola, Hershey’s and Harley Davidson among the most respected brands in America


By Jennifer Faull, Deputy Editor

August 20, 2013 | 2 min read

Pepsico, Coca-Cola, Hershey's, Harley-Davidson, and Bayer are the top five most respected brands in the US. Delta, Philip Morris, H&R Block, Denny's, and Big Lots are the least.

The findings come as part of CoreBrand’s latest report in its BrandPower Series, which focused on 100 brands in its database of 1,000 clients finding that brands with the highest familiarity and favourability are the most respected.

Those who are well known but have the lowest favourability are considered the least respected.

Johnson & Johnson, Kellogg's, Campbell's Soup Company, Colgate-Palmolive, and Estee Lauder complete the top 10 most respected brands.

Meanwhile, Best Buy, J.C. Penney, Capital One, Rite Aid, and Foot Locker come it at sixth, seventh, eighth, nineth and tenth respectively.

"Our Brand Respect report methodology uncovered companies that are building respect with a strong reputation and sense of trust," commented James Gregory, founder and CEO of CoreBrand.

He added: "On the other hand, the 10 brands with the largest discrepancies between Familiarity and Favourability – all well-known brands – are all in a position with the right investments to improve perceptions to positively impact trust and business outcomes."

CoreBrand's Brand Respect scores are derived from the Corporate Branding Index, a continuous survey of more than 10,000 business decision-makers from the top 20 per cent of US businesses.

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