We’ve written frequently about brand lists: Greenest Brands, Social Media-friendly Brands, even Country Brands, and many others. Here’s one that’s different: the “Brand Respect” report. In this study, brand consultancy CoreBrand examined the relationship between a brand’s familiarity and its favorability to come up with a list of the most and least respected corporate brands in the United States.
The brands deemed Most Respected combined high recognition with very favorable views. The study did not include consumer ratings — the favorability of a firm was determined from a combination of the company’s reputation, perceptions about its management, and the company’s investment potential.
Interestingly, two soft drink companies tie for #1 on the Most Respected list. Some of these same corporate brands previously appeared on Eurobrand’s 2012 Global Top 100 Brand Corporations list.
Most Respected Corporate Brands
PepsiCo and Coca-Cola (tie)
Johnson & Johnson
Campbell Soup Company
You can check out the full Brand Respect report here.