Corporate Brands Remain Strong Amid Economic Downturn

Strategic Insights -

The economic crisis has not significantly impacted the top corporate brands, according to CoreBrand's 2008 Corporate Branding Index. The Coca-Cola Company remains in the first place, followed closely by Johnson & Johnson. Harley-Davidson has made a significant move up to the third spot, replacing Hershey Foods, while Campbell Soup has moved up to fifth place, surpassing Hallmark. UPS has maintained its position in seventh place.

Despite the economic downturn, some brands have shown remarkable strength and growth. Kellogg's has risen from 15th place in 2007 to 10th place in 2008, demonstrating significant growth. BMW has also shown rapid growth, moving up from 16th place in 2007 to 12th place in 2008. Other notable movers include Bayer, Visa, MasterCard, American Express, and Estee Lauder, which have all made significant strides in improving their corporate brand rankings.

However, not all brands have fared well in this economic climate. PepsiCo has seen a significant drop, from 4th place in 2005 to 18th place in 2008. General Electric's corporate brand has also suffered, dropping from 12th place in 2005 to 24th place in 2008. Other notable decliners include Procter & Gamble, General Motors, and Levi Strauss.

Key Takeaways:

  • The top two corporate brands, The Coca-Cola Company and Johnson & Johnson, have maintained their positions since 2004.
  • Harley-Davidson has moved up from fourth to third place, while Campbell Soup has risen to fifth place, surpassing Hallmark.
  • Kellogg's has shown significant growth, rising from 15th place in 2007 to 10th place in 2008.
  • BMW has moved up rapidly from 16th place in 2007 to 12th place in 2008.
  • Visa has risen from 36th in 2005 to 23rd in 2008, while MasterCard has moved up from 57th in 2005 to 31st in 2008.
  • American Express has improved from 13th in 2007 to 11th in 2008.
  • Estee Lauder has shown significant gains, rising from 60th in 2005 to 34th in 2008.
  • PepsiCo has dropped significantly from 4th place in 2005 to 18th place in 2008.
  • General Electric's corporate brand has suffered, dropping from 12th place in 2005 to 24th place in 2008.
  • Procter & Gamble has declined from 31st place in 2005 to 39th place in 2008.
  • General Motors has dropped from 30th place in 2005 to 41st place in 2008.

Statistics:

  • The Coca-Cola Company has maintained its position as the top corporate brand since 2004.
  • Johnson & Johnson has remained in the second place since 2004.
  • Harley-Davidson has moved up from 4th to 3rd place, surpassing Hershey Foods.
  • Campbell Soup has risen from 6th to 5th place, surpassing Hallmark.
  • Kellogg's has shown significant growth, rising from 15th in 2007 to 10th in 2008.
  • BMW has moved up rapidly from 16th place in 2007 to 12th place in 2008.
  • Visa has risen from 36th in 2005 to 23rd in 2008.
  • MasterCard has moved up from 57th in 2005 to 31st in 2008.
  • American Express has improved from 13th in 2007 to 11th in 2008.
  • Estee Lauder has shown significant gains, rising from 60th in 2005 to 34th in 2008.
  • PepsiCo has dropped significantly from 4th place in 2005 to 18th place in 2008.
  • General Electric's corporate brand has dropped from 12th place in 2005 to 24th place in 2008.
  • Procter & Gamble has declined from 31st place in 2005 to 39th place in 2008.
  • General Motors has dropped from 30th place in 2005 to 41st place in 2008.

Sources:

  • CoreBrand's 2008 Corporate Branding Index (http://tinyurl.com/dc94mu)
  • SmartTrend (www.mysmartrend.com)