Coca-Cola tops most-powerful brands list for sixth year running

By Jennifer Faull | Deputy Editor

March 30, 2014 | 2 min read

Coca-Cola has been named the most powerful brand in anannual study by CoreBrand.

The Coca-Cola company has taken the top spot for the sixth year running, having been first crowed the ‘most-powerful’ in 2008.

Hershey was named the number two brand in the study while Bayer, a chemical company, rose from its number four spot of 2013 to take third place.

Although Amazon found itself at the bottom of the list, CoreBrands said it “has the greatest momentum”.

“Amazon.com is new to the top 100 list and has gained 25 positions to come in ranked 91st,” stated the report.

Among the top 25 brands, Microsoft had the largest gain, up nine positions to number 11. Microsoft is up 34 positions since 2008. Google was the biggest overall gainer since 2008, up 90 positions to come in at rank 26th.

UPS, Walgreens and CBS had the highest brand loss in the study.

UPS fell from 11th to 22nd; Walgreens fell from 12th to 23rd; and CBS fell from 58th to 69th, each having an 11 position decline, the highest loss since last year.

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CoreBrand based the results on a quantitative database based on a continuous benchmark tracking survey of nearly 1,000 companies across 50 industries and 11 business sectors. It's research examines the corporate reputations of major public companies by polling a Business Decision Maker (BDM) audience on Familiarity (awareness) and Favorability (perception) of tracked brands.

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