Find out the rankings for which global brands are the most and least respected in 2014

Most Respected Brands

  1. Coca-Cola
  2. PepsiCo
  3. Hershey
  4. Bayer
  5. Johnson & Johnson
  6. Harley-Davidson
  7. IBM
  8. Apple
  9. Kellogg
  10. General Electric

The rankings come from the Brand Respect 2014 report which found that Coca-Cola is the most respected brand in the world and Delta Airlines is the least. Utilising the Corporate Branding Index (a 23 year quantitative study), their team analysed over 500 global brands which met their strict criteria to make it through to final analysis. They used the familiarity and favourability scores from their quantitative study to uncover the sentiment behind these global brands. Firstly they tested how familiar respondents were with the brand and then how they ranked those brands in terms of overall reputations, perception of management and investment potential. These two main factors of familiarity and favourability drive brand respect. The report focused on the most well-known companies and then were sorted out by favourability. Those with the highest favourability scores were regarded as the most respected global brands.

Least Respected Brands

  1. Delta Airlines
  2. H&R Block
  3. Big Lots
  4. Denny's
  5. Best Buy
  6. Rite Aid
  7. J.C. Penney
  8. Capital One Finacial
  9. Family Dollar Stores
  10. Sprint Nextel

Those with lowest favourability scores among the well-known group have not successfully established brand respect. Some of the key findings showed that the least respected global brands have seen a rise in their favourability, possibly indicating a recovery among damaged brands and IBM, Apple and General Electric were all new entrants. Download the Brand Respect: Most and least respected corporate brands report and view more in-depth ranking details on the world’s most and least respected brands.