Published 9 years ago.
About a 3 minute read.
CoreBrand, a brand strategy and communications firm and creator of the Corporate Branding Index® (CBI), which provides continuous benchmarking data, insights and corporate brand valuation for more than 1,000 companies across 50 industries, has released its second annual report on the most and least respected corporate brands.
Brand Respect: The Most and Least Respected Corporate Brands correlates data on the levels of Familiarity and Favorability of publicly traded companies, using the 23-year quantitative CBI, to discern public sentiment behind the most well-known brands. Brands with the highest Familiarity and Favorability are defined as most respected, while brands that are well-known among consumers (identified as the 100 brands in the CBI with the highest Familiarity) but have the lowest Favorability are considered the least respected.
"The respect a brand has earned, and can keep, speaks directly to its overall valuation and acceptance — and verifying where a brand stands is essential in assessing the foundations of a company's future," said Jim Gregory, CEO of CoreBrand. "High brand respect instills trust among consumers and key stakeholders, allowing a company to maintain a strong reputation that will positively impact its business. Meanwhile, the 10 least respected brands — or simply the brands with the largest discrepancies between Familiarity and Favorability — need to realign perceptions in order to enhance their image and build back respect."
2014 Most Respected Brands
Key Findings for the Most Respected Brands:
2014 Least Respected Brands
Key Findings for the Least Respected Brands:
Other recent rankings highlight brands' sustainability efforts vs. the public’s perception of them, such as Interbrand’s “Best Global Green Brands;" and Rank a Brand’s FeelGood Fashion 2014, which highlights the discrepancy between fashion brands’ communications around their sustainability challenges and efforts, and their level of follow-through with details and data.
Published Jul 15, 2014 2pm EDT / 11am PDT / 7pm BST / 8pm CEST