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Study of 100 Most Powerful Corporate Brands Hails Recovery

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According to CoreBrand, a leading brand strategy and communications firm and creator of the Corporate Branding Index®, which provides continuous benchmarking data, insights and corporate brand valuation for more than 1,000 companies, across 50 industries, the most powerful corporate brands have rebounded to the highest levels since 2009. The seventh annual Top 100 Most Powerful Brands Report, which ranks the top 100 corporate brands in terms of market reputation and awareness, was released in late March.

"In 2013, we saw corporate brands break out of the funk they've been in since the 2008 financial crisis," said James R. Gregory, founder and CEO of CoreBrand. "Last year (2012) was a slow year in regards to recovery, with the average brand ranking gaining only a fraction of a point. This year, we saw that number jump nearly a full point – in research terms, that is huge. As the economy continues to recover, we see that the business decision maker is regaining confidence in companies."

The report shows that Amazon and Google were some of the year's biggest winners, both having jumped up the rankings in 2013. Consumer-cyclical and Consumer-staple brands represent 58 of the top 100 corporate brands, indicating that the most powerful brands have a strong connection to consumers.

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Source

"Study of 100 Most Powerful Corporate Brands Hails Recovery." The Internationalist. Number 68, 2014.

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