Tim White

The 10 Most Trusted Brands…and 10 least trusted
The 10 Most Trusted Brands…and 10 least trusted

A new survey from CoreBrand, a company that researches branding and its impact on business, found that Coca-Cola and Pepsi were tied as the most-respected corporate brands in the eyes of other business people. That means they combined high recognition with very favorable views. The top 10 were:

  • 1. Coca-Cola
  • 1. Pepsi
  • 3. Hershey’s
  • 4. Harley-Davidson
  • 5. Bayer
  • 6. Johnson & Johnson
  • 7. Kellogg’s
  • 8. Campbell’s Soup Company
  • 9. Colgate-Palmolive
  • 10. Estee Lauder

On the other end of the spectrum, the companies with the least brand respect, meaning they had much less favorable views, staring from the worst, were:

  • Delta Air Lines
  • Phillip Morris
  • H&R Block
  • Denny’s
  • Big Lots
  • Best Buy
  • JCPenney
  • Capital One
  • Rite Aid
  • Foot Locker