Brand Respect 2014 – The Most and Least Respected Corporate Brands 2014
CoreBrand, a US-based brand consultancy firm, published its annual ranking “Brand Respect – The Most and Least Respected Corporate Brands”. The ranking is based on responses by more than 10,000 business decision makers – but only from the “top 20 percent of US publicly traded businesses”. It is not revealed who these decision makers are or which companies they work for. CoreBrand claims to correlate data on the levels of Familiarity and Favorability “to uncover the sentiment behind the most well-known brands”. Unfortunately, no explanation is provided how this “sentiment” is uncovered – although that would be of highest interest for practitioners. CoreBrand states that “brands with the highest Familiarity and Favorability are defined as most respected, while brands that are well-known among audiences but have the lowest Favorability are considered the least respected“. Beyond stating the obvious – that companies with higher Favorability tend to be more respected, and that people are familiar with a brand doesn’t mean that the brand is well-liked or well-respected – this is not really a revolutionary finding! And it would be of highest interest why this is the case!!
Apart from this, the ranking methodology has significant flaws: As a high awareness is – next to favorability – one precondition for companies to be ranked on top of the list, B2B companies with high esteem among their key stakeholders have no chance to be listed. One reason for advocating awareness is that CoreBrand generates business with advertising. These methodological flaws might be the reason why this ranking has no permanent media partner and no strong media coverage, but is published via PR-Newswire, resulting in some traffic among electronic and social media.
According to the method, it is little wonder that almost only US-based companies with top awareness show up in the top ranks: Coca-Cola, PepsiCo., Johnson & Johnson or Apple.
Summarizing, “The Most and Least Respected Corporate Brands” is a mere marketing tool intended to catch budget owners’ attention for CoreBrand’s services. The ranking provides no additional value for corporate practitioners and is therefore a useless ranking. The complete report can be viewed here.
– 6 points –
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– 3 points –
– 5 points –
– 19 (out of 60) –