CoreBrand Names Top Most and Least Respected Brands by Sector

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“BrandPower Series: Brand Respect”

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CoreBrand, a leading, full-service brand consultancy and creator of the Corporate Branding Index®, which provides continuous benchmarking data, insights and corporate brand valuation for over 1,000 companies, across 54 industries, today released its report on the top respected brands by sector. This latest report in its BrandPower Series: Brand Respect by Sector identifies the five most and least respected corporate brands in various industries including consumer staples, energy, finance, healthcare, technology and telecommunications, based on the company’s proprietary Familiarity and Favorability data.

Companies with a strong Brand Respect ranking are well liked by a large number of people. CoreBrand focused on the brands in its database with the highest Familiarity and then sorted those brands by their Favorability to determine their Brand Respect ranking. Brands with the highest Familiarity and Favorability are defined as most respected. Those who are well known but have the lowest Favorability are considered the least respected under the Brand Respect methodology.

“We concentrated on these six sectors because they have the most relevance and influence on the general population on a daily basis. The results are fascinating, especially to see how the alignment of Familiarity and Favorability can vary so much between sectors. Those companies at the bottom have achieved half of the branding battle, and now must work on the quality of their messaging to raise levels of respect,” commented James Gregory, Chief Executive Officer at CoreBrand.

Brand Respect Key Findings

CoreBrand’s Brand Respect scores are derived from the Corporate Branding Index®, a continuous survey of more than 10,000 business decision-makers from the top 20 percent of U.S. businesses. These respondents represent the investment community, potential business partners, and business customers. Brands are measured by size (Familiarity) and quality (Favorability), Familiarity representing how aware a survey respondent is with a brand and Favorability representing perceptions of the brand.

When comparing Brand Respect by sector, companies such as PepsiCo, Shell, BNY Mellon, and IBM top the Most Respected lists in their sectors while some well known companies such as Unilever, Fannie Mae, Novartis, and Virgin Media struggle with sentiment towards their brands. The energy sector showed the highest spread between the average Favorability scores of its leading companies and poorer performing brands. The telecom industry had the smallest difference between the average scores of the top and bottom, while the consumer staples group’s Most Respected had the highest average Favorability score overall.

The full report is available at:

About CoreBrand
CoreBrand, an independent branding firm based out of New York City and Los Angeles, specializes in practical and applicable brand research, strategy, identity and management for global companies of all sizes and in all sectors. As the creator of the Corporate Branding Index®, a 23 year old index that provides continuous benchmarking data, insights and corporate brand valuation for over 1,000 companies, across 54 industries, CoreBrand is the only firm that links brand identity to financial performance through data and analysis. With a focus on using brand as a business asset to improve corporate value, CoreBrand creates the measurable difference. To learn more about CoreBrand, please visit


For more information or to schedule an interview with a CoreBrand representative, please contact:

Holly Holt of LEVICK
202-973-5302 or hholt(at)levick(dot)com

Heather Purcell of LEVICK
202-593-1306 or hpurcell(at)levick(dot)com

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Bridget Connelly
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