For the sixth consecutive year, Coca-Cola took gold in CoreBrand’s annual ranking of the most powerful brands in the United States, while Amazon emerged as the brand that has gained the greatest momentum—climbing 25 positions.
The brand measurement agency said Coca-Cola has been at the top of the ranking since 2008, while Amazon made it into the Top 100 for the first time, landing at number 91. Google, meanwhile, recorded its strongest gain over a five-year period, rising 90 positions to 26th place. UPS, Walgreens and CBS suffered the highest brand downturns in the 2014 study, each falling 11 places.
Chocolate-maker Hershey’s took second place while chemical and pharmaceutical company Bayer came in third after finishing fourth in last year’s edition of the Top 100 Most Powerful Brands chart. Johnson & Johnson occupied fourth position, and Harley-Davidson came in fifth. Walt Disney, PepsiCo, American Express, Kellogg’s and Apple completed the Top 10.
CoreBrand said it measures a brands’ power based on their popularity and favorability with the public, using a quantitative database based on a benchmark tracking survey among 1,000 companies. These perceptions are combined to develop a single metric called BrandPower, which reached its highest level this year since 2009. The increase is a result of the higher number of brands successfully recovering from the financial crisis and their increasing brand strength, the authors of the ranking said.
Which company tops your own list of most powerful brands?