German chemical and pharmaceutical company Bayer was featured among the top ten brands in the United States, according to the latest “BrandPower Ranking,” in which Bayer garnered fifth place. Only PepsiCo, Coca-Cola, Hershey and Harley-Davidson came in ahead of Bayer. Among pharmaceutical and chemical companies, Bayer was ranked first.
Brand consultancy CoreBrand included more than 500 companies in its annual survey of brand respect, the 100 best-known brands being ranked according to their “favorability.” The best-known and most popular of these are then named the “most respected corporate brands.”
For over 20 years, New York-based CoreBrand has been examining brand awareness levels enjoyed by some 1,000 companies in 54 sectors around the world, with about 10,000 managers at U.S. companies being polled by telephone each year. Apart from familiarity and popularity, other important appraisal criteria are general reputation and a company’s investment capability.
Date: August 28, 2013