Coke, Visa top brand charts

29 March 2012

NEW YORK: Coca-Cola, Visa and Sony are among the brands which are "perennial leaders" in terms of attracting US consumers, a study has revealed.

Harris Interactive, the research firm, polled 38,529 shoppers aged 15 years old and above to gauge their opinions of 1,529 brands, a group drawn from 127 product categories.

It identified 15 operators which had remained the top-ranked players in their respective industries each year since 2005, including Coca-Cola for soft drinks, Visa for payment cards and Sony for electronics.

Verizon attained this status for mobile networks, while HBO was the premier pay-TV cable network and Blue Cross Blue Shield dominated the health insurance charts, as did National Geographic for magazines.

"These 15 top brands have consistently found a way to remain relevant and valuable to the consumer," Aron Galonsky, SVP for Harris Interactive's brand and communication consulting group, said.

"It's not surprising why these perennial leaders continue to stay on top. They continually deliver a consistent and balanced brand experience, year after year, that really resonates with the consumer."

Among the other brands progressing towards such a standing are Apple's iPhone handset and iPad tablet, Google's Android operating system and Amazon's Kindle e-reader, the analysis added.

Chobani Greek Yoghurt and Stand Up To Cancer, a not-for-profit initiative pioneered by the Entertainment Industry Foundation, also showed "significant promise for the future".

More broadly, Morgan Stanley Smith Barney, Ameritrade and Toyota saw their reputations improve having experienced challenges in the recent past.

Less positively, several brands were "at risk", particularly in the financial sector, where Credit Suisse Financial Services, Bank of New York Mellon, Amerigroup and Fannie Mae all struggled.

Another operator singled out in reflection of the considerable difficulties it faces was BlackBerry, the mobile device made by Research in Motion, which is rapidly losing momentum.

"BlackBerry suffered a huge drop as many corporations implement and incorporate a 'bring-your-own-device" strategy, essentially 'spec-ing out' BlackBerry by employees who favor other smart phone brands," the study said.

Data sourced from Harris Interactive; additional content by Warc staff