Top 20 CoreBrands

Consumer insights on CoreBrands

What is the Corporate Branding Index?

  • CoreBrand’s proprietary database of financial information, advertising spending, and brand image measures for over 1,000 of the world’s best brands
  • Financial information acquired public sources — ValueLine, Bloomberg, Thomson Financial and others
  • Brand image ratings (BrandPower, familiarity, favorability) are derived from annual survey of more than 8,000 business decision-makers from the top 20% of U.S. businesses. This senior business audience (VP level and above) represents the investment community, potential business partners, and business customers across 54 key industries.

Survey audience

Individuals impacting corporate brands from two important perspectives:

Business decision-makers

  • Executives at companies with sales revenue greater than $50 million
  • 80% involved in B2B purchase decisions
    – 90% determine purchase needs
    – 72% select specific companies partners
    – 68% authorize purchases
High-level consumers

  • Valuable demographics
    – 72% ages 35+
    – 83% HH size 2 or more
    – 87% college degrees
    – 74% above $75K HHI

BrandPower methodology

BrandPower is a measure of size (familiarity) and quality (favorability).

Familiarity
A weighted percentage of survey respondents who are familiar with the brand being evaluated. Familiarity is rated on a five point scale, respondents are considered to be familiar with a brand if they state that they know more than the company name only.
Favorability
Those familiar with a corporation are then asked favorability dimensions, overall reputation, perception of management, and investment potential. Favorability attributes are evaluated on a 4-point scale.

Familiarity and favorability are then combined into a single BrandPower score.

BrandPower rankings

BrandPower ranking compare the size and quality of a brand to all other brands in the Corporate Branding Index. The BrandPower rankings provide a market-view evaluation of brand strength regardless of industry affiliation.

Measuring CoreBrand Equity

The corporate brand is an asset that contributes millions or even billions of dollars to a company’s stock price and market valuation.

  • Understanding your corporate brand’s value is the first step toward managing this fundamental asset.
  • Brand strength data from the Corporate Branding Index are updated quarterly.
  • Brand strength ratings and each company’s financial data are used in CoreBrand’s statistical model to determine the percentage of market capitalization that is directly derived from the corporate brand. Once that percentage is calculated, a dollar value is assigned.

Here are the top 20 CoreBrands and their performance versus the previous two years:

Company Q4 2009 Rank Q4 2010 Rank Q4 2011 Rank
Coca-Cola 1 1 1
Hershey 3 2 2
+2 Harley-Davidson 6 5 3
-1 Campbell Soup 4 3 4
+2 Kellogg 8 7 5
-2 Johnson & Johnson 2 4 6
+3 Bayer 12 10 7
-2 Hallmark Cards 5 6 8
United Parcel Service 9 9 9
-2 Colgate-Palmolive 7 8 10
+2 PepsiCo 14 13 11
-1 American Express 11 11 12
-1 FedEx 10 12 13
+3 Walt Disney 19 17 14
+3 Wal-Mart Stores 22 18 15
-2 BMW 13 14 16
+5 Gillette 30 22 17
+6 McDonald’s 38 24 18
Honda 16 19 19
-4 Land O’Lakes 15 16 20
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About Insights From Analytics

Integrated marketing professional who generates insights from analytics to increase revenue. Daily blog now resides at www.insightsfromanalytics.com/blog.
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