Brand power improves, and Coke is still king
The 'Top 100 Brand Power Ranking' published by CoreBrand found that 2010 was a relatively kind year to the top 100 brands in the US, with 51% having improved in Brand Power and 58% having improved since 2007. And, not surprisingly, Coca Cola still holds the top spot.
According to James Gregory, CEO for CoreBrand, the 2010 rankings still show plenty of room for improvement, because so many of the companies monitored have since "fallen from grace" in the consumer's eyes - some of them quite dramatically, dropping more than a dozen positions in the rankings in 2010 alone.
The top ten companies in the Brand Power rankings for 2010 were:
- Coca Cola;
Hershey; Campbell Soup; Johnson & Johnson; Harley-Davidson; Kellogg; Colgate-Palmolive; UPS; Bayer; American Express.
Coca Cola held onto the top rank, while Pepsi is now 12 places behind it. Johnson & Johnson dropped two positions to the fourth spot, following several product recalls. Bayer moved up into the top ten, having grown its brand power by an impressive 14 positions since 2007. Kellogg has also been showing continuous improvement.
Google, not entirely unexpectedly, managed to grow by leaps and bounds, recording an astonishing improvement of 62 positions since 2007, and an increase of 23 since 2009. Visa and MasterCard continued their strong growth, ranking 14 and 18 respectively.
Starbucks, which has declined in the rankings since 2007, now occupies the 23rd position, while Procter & Gamble (which generally promotes specific product brands instead of its corporate brand) continued its ongoing decline to 48th position - in contrast to its key competitor Colgate-Palmolive (at 7th place).
The food industry recorded another strong year with Hershey and Campbell Soup continuing their steady rise, taking 2nd and 3rd places respectively. And, while Kellogg's grew impressively to take 6th place, H. J. Heinz dropped 10 positions during 2010.
In terms of household products, Avon Products improved by 12 positions in 2010, having jumped up 42 positions in total since 2007. A newcomer to the top 100, Clorox rose by 24 positions over three years to reach 100th place.
Harley-Davidson was one of the few companies to maintain its rank (at 5th place) during 2010, after having dropped one position since 2007. Still within the top five companies though, Harley-Davidson is one of the strongest American brands. Marriott, however, fell by 10 positions to 65th during 2010, being down 25 places overall since 2007.