The most respected brand of 2014 is Coca-Cola while the least respected is Delta Airlines.
The ranking of the most and least respected brands of 2014 comes from the Brand Respect 2014 report from CoreBrand. Using its Corporate Branding Index, which is a 23-year quantitative study, CoreBrand’s team analyzed 1,000 corporate brands (not product or divisional brands) that have been publicly traded for more than five years, and have been tracked by its Index for more than five years.
Over 500 companies met the study’s criteria and were included in the final analysis. Each brand was ranked based on familiarity (i.e., how familiar U.S. survey respondents were with the brand) and favorability (i.e., how survey respondents who were familiar with the brand ranked it in terms of overall reputation, perception of management, and investment potential). The top 100 brands with the highest familiarity rankings were sorted by their favorability scores to create the list of the most and least respected brands of 2014. The top 10 and bottom 10 brands follow:
10 Most Respected Brands of 2014
- Johnson & Johnson
- General Electric
10 Least Respected Brands of 2014
- Delta Airlines
- H&R Block
- Big Lots
- Best Buy
- Rite Aid
- J.C. Penney
- Capital One Financial
- Family Dollar Stores
- Sprint Nextel
CoreBrand warns that the least respected brands are not the same as the least favorable brands that it tracks. Rather, the least respected brands are those that have the biggest gap between familiarity and favorability among survey respondents. In other words, “These are among the most well known brands, but lag dramatically in perceptions and audience sentiment. These 10 brands represent the bottom of the most familiar in regards to brand respect.”
It’s also important to note that the data is relative. For example, Delta Airlines ranked as the least respected brand of 2014. However, in comparison to competitor airline brands, Delta ranked second highest for familiarity but it ranked lowest for favorability. The other airline brands analyzed in this study (US Airways, United Airlines, Southwest Airlines, and American Airlines) all suffered from similar problems and low favorability scores were common across the industry. In other words, all airline brands suffer from low brand respect.
The brands included in this study are all household names. U.S. consumers (and in many cases, consumers around the world) are extremely familiar with these brands, but for some of these brands, that familiarity can’t make up for the lack of favorability.
How does your brand stack up in terms of familiarity versus consumers’ perceptions of the brand as favorable or unfavorable? When was the last time you invested in the necessary research to determine if there is a gap between familiarity and favorability for your brand? If that gap is growing, your brand respect is decreasing. Bottom-line, this is information you need to know as a brand marketer, so invest in the research before the gap gets too big.
Image: Stella Levi
Latest posts by Susan Gunelius (see all)
- Coca-Cola Contour Bottle Turns 100 This Year - March 3, 2015
- World’s 50 Most Popular Brands - February 25, 2015
- Brands with the Most Loyal Customers in 2015 - February 18, 2015
- The World’s 50 Most Innovative Companies in 2015 - February 14, 2015
- UK Consumers Will Share Private Data with Brands Under Certain Conditions - February 4, 2015