The Most and Least Respected Brands in Business

Who are the most and least respected brands in U.S. business? According to a report on 100 top companies by CoreBrand, a consultancy firm, Hershey, Coca-Cola, Kellogg, Walt Disney, and Campbell Soup are among the “most respected” while H&R Block, Philip Morris and Delta rank lowest in respect ratings. The highly ranked companies score high by doing well financially, have few management problems, and avoid issues with product or service quality. The dissed brands don’t do as well in the above categories, and suffer from being in industries themselves viewed unfavorably, such as IRS service, smoking, and airlines. The lesson? Brand familiarity requires a lot of work to achieve an equal favorability. Check out the CoreBrand 2012 ratings here:

John Howell, Editorial Director