A report released Tuesday by brand consulting firm CoreBrand found that soft drink stalwarts Coca-Cola and Pepsi are America's most respected brands among a group of 10,000 vice-president level corporate executives.
CoreBrand polled executives from top U.S. companies about how they felt about more than 1,000 brands based on their reputation, management, and investment potential. Then CoreBrand took the 100 brands its polling audience was most familiar with and ranked them by favorability to determine the 10 most respected brands.
Other highlights include Harley-Davidson and Kellogg.
CoreBrand CEO Jim Gregory explained to us why these top brands made the list.
10. Estée Lauder
Estée Lauder was the one luxury brand on the list, a feat given a down economy that has forced consumers to prioritize necessities. "Estée Lauder is a great brand and has been moving up nicely over time,” CoreBrand CEO Jim Gregory said.
9. Colgate-Palmolive
Gregory was impressed with how Colgate has weathered the storm of the recession and said the company was poised for a favorability improvement as the economy continues to get better. "There's pressure on them, but they'll do well as soon as the economy turns around."
8. Campbell's
Campbell's Soup Company faces many of the same bad-economy hurdles as the Colgate, which it just edged out for the No. 8 spot. "Can they hang in there until the economy rebounds and their brand rebounds?" Gregory asked.
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