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Brand Value And Stock Value: Soft Drinks, Candy, Soap, And Soup
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Large consumer companies spend a great deal of marketing money on creating, preserving, and increasing the image of their brands. If a product has problems, the process does not always work. Toyota (NYSE:TM) has found that out the hard way.
A new study by CoreBrand sets values on the relationships between brand equity and market cap among large American companies and the research points to two conclusions. The first is that iconic brands are critical to the stock market value of the firms that own them. Hershey (NYSE:HSY) ranked first in the CoreBrands study followed by Coca-Cola (NYSE:KO) and Campbell Soup (NYSE:CPB) have spent billions of dollars to build brands which are universally recognized. The second is that weak companies with low market caps may find that their tattered brands make up an especially large part of their fallen share prices. This is probably because their companies are worth so little. Blockbuster (NYSE:BBI) and Harley-Davidson (NYSE:HOG) fall into this category.
The list:
| Company | Brand Equity:% of Market Cap Rank | Brand Equity $ Value Rank | Ticker Symbol | Industry |
|---|---|---|---|---|
| Hershey Company, The | 1 | 103 | HSY | Food |
| Coca-Cola Company, The | 2 | 9 | KO | Beverages |
| Campbell Soup Company | 3 | 85 | CPB | Food |
| Harley-Davidson Inc. | 4 | 127 | HOG | Hotel & Entertainment |
| Pier 1 Imports Inc. | 5 | 278 | PIR | Retailers |
| Kellogg Company | 6 | 63 | K | Food |
| Colgate-Palmolive Company | 7 | 33 | CL | Toiletries, Cosmetics |
| FedEx Corporation | 8 | 52 | FDX | Transportation |
| American Express Company | 9 | 31 | AXP | Diversified Financial |
| Barnes & Noble Inc. | 10 | 236 | BKS | Retailers |
| UPS – United Parcel Service Inc. | 11 | 28 | UPS | Transportation |
| MasterCard Inc. | 12 | 43 | MA | Diversified Financial |
| Mattel Inc. | 13 | 119 | MAT | Hotel & Entertainment |
| Starbucks Corporation | 14 | 76 | SBUX | Restaurants |
| CBS Corporation | 15 | 108 | CBS | Hotel & Entertainment |
| Johnson & Johnson | 16 | 4 | JNJ | Medical Supplies & Services |
| Visa Inc. | 17 | 22 | V | Diversified Financial |
| Del Monte Foods Company | 18 | 182 | DLM | Food |
| St. Jude Medical Inc. | 19 | 90 | STJ | Medical Supplies & Services |
| Wendy’s Arby’s Group Inc. | 20 | 189 | WEN | Restaurants |
| General Mills Inc. | 21 | 58 | GIS | Food |
| Black & Decker Corporation | 22 | 154 | BDK | Industrial Equipment |
| Walt Disney Company, The | 23 | 30 | DIS | Hotel & Entertainment |
| Estée Lauder Companies Inc, The | 24 | 99 | EL | Toiletries, Cosmetics |
| Bed Bath & Beyond Inc. | 25 | 101 | BBBY | Retailers |
| McDonald’s Corporation | 26 | 26 | MCD | Restaurants |
| Blockbuster Inc. | 27 | 347 | BBI | Retailers |
| Kodak – Eastman Kodak Company | 28 | 209 | EK | Precision Instruments |
| Sony Corporation | 29 | 44 | SNE | Electronics, Electrical Equip. |
| Honda Motor Company Ltd. | 30 | 29 | HMC | Motor Vehicles |
| Lowe’s Companies Inc. | 31 | 47 | LOW | Retailers |
| Target Corporation | 32 | 37 | TGT | Retailers |
| IBM – International Business Machines Corporation | 33 | 7 | IBM | Computers, Peripherals |
| Gap Inc., The | 34 | 91 | GPS | Retailers |
| PepsiCo Inc. | 35 | 18 | PEP | Beverages |
| Xerox Corporation | 36 | 121 | XRX | Office Equipment |
| Nike Inc. | 37 | 50 | NKE | Apparel, Shoes |
| American Greetings Corporation | 38 | 258 | AM | Packaging |
| Liz Claiborne Inc. | 39 | 292 | LIZ | Apparel, Shoes |
| Yahoo! Inc. | 40 | 70 | YHOO | Internet |
| La-Z-Boy Inc. | 41 | 285 | LZB | Furniture/Home Furn. |
| Coca-Cola Enterprises | 42 | 106 | CCE | Beverages |
| GE – General Electric Company | 43 | 5 | GE | Diversified Industrials |
| New York Times Company, The | 44 | 202 | NYT | Publishing |
| Whirlpool Corporation | 45 | 138 | WHR | Industrial Equipment |
| Toyota Motor Corporation | 46 | 12 | TM | Motor Vehicles |
| Avon Products Inc. | 47 | 94 | AVP | Toiletries, Cosmetics |
| Sara Lee Corporation | 48 | 114 | SLE | Food |
| Home Depot Inc., The | 49 | 32 | HD | Retailers |
| Wal-Mart Stores Inc. | 50 | 3 | WMT | Retailers |
| Polo Ralph Lauren Corporation | 51 | 116 | RL | Apparel, Shoes |
| Microsoft Corporation | 52 | 2 | MSFT | Computer Software |
| Marriott International Inc. | 53 | 110 | MAR | Hotel & Entertainment |
| Pepsi Bottling | 54 | 117 | PBG | Beverages |
| Goodyear Tire & Rubber Company, The | 55 | 166 | GT | Auto Parts |
| Charles Schwab Corporation, The | 56 | 72 | SCHW | Brokerage |
| J. C. Penney Company Inc. | 57 | 137 | JCP | Retailers |
| Sherwin-Williams Company, The | 58 | 124 | SHW | Chemicals |
| Boeing Company, The | 59 | 36 | BA | Aerospace/Defense |
| Nissan Motor Company Ltd. | 60 | 49 | NSANY.PK | Motor Vehicles |
| Kraft Foods Inc. | 61 | 41 | KFT | Food |
| Procter & Gamble Company, The | 62 | 6 | PG | Toiletries, Cosmetics |
| AT&T Inc. | 63 | 11 | T | Telecommunications Services |
| Ford Motor Company | 64 | 46 | F | Motor Vehicles |
| Apple Inc. | 65 | 8 | AAPL | Computers, Peripherals |
| H&R Block Inc. | 66 | 126 | HRB | Diversified Financial |
| Kohl’s Corporation | 67 | 87 | KSS | Retailers |
| Sunoco Inc. | 68 | 179 | SUN | Petroleum Refining |
| FujiFilm Holdings Corporation | 69 | 86 | FUJIY.PK | Electronics, Electrical Equip. |
| Verizon Communications Inc. | 70 | 23 | VZ | Telecommunications Services |
| Motorola Inc. | 71 | 93 | MOT | Telecommunications Equipment. |
| Dell Inc. | 72 | 66 | DELL | Computers, Peripherals |
| DuPont – E. I. du Pont de Nemours and Company | 73 | 54 | DD | Chemicals |
| Sears Holdings | 74 | 105 | SHLD | Retailers |
| Allstate Corporation, The | 75 | 84 | ALL | Insurance |
| Walgreen Company | 76 | 48 | WAG | Pharmacy Serv. |
| Pitney Bowes Inc. | 77 | 159 | PBI | Office Equipment |
| Hormel Foods Corporation | 78 | 149 | HRL | Food |
| Office Depot Inc. | 79 | 225 | ODP | Office Equipment |
| Staples Inc. | 80 | 82 | SPLS | Office Equipment |
| Exxon Mobil Corporation | 81 | 1 | XOM | Petroleum Refining |
| Philip Morris International Inc. | 82 | 24 | PM | Tobacco |
| Honeywell International Inc. | 83 | 57 | HON | Diversified Industrials |
| H. J. Heinz Company | 84 | 96 | HNZ | Food |
| Loews Corporation | 85 | 92 | L | Diversified Financial |
| CVS Caremark Corporation | 86 | 39 | CVS | Pharmacy Serv. |
| OfficeMax Inc. | 87 | 250 | OMX | Office Equipment |
| Rite Aid Corporation | 88 | 240 | RAD | Pharmacy Serv. |
| Google Inc. | 89 | 10 | GOOG | Internet |
| Tyson Foods Inc. | 90 | 151 | TSN | Food |
| Morgan Stanley | 91 | 51 | MS | Brokerage |
| eBay Inc. | 92 | 61 | EBAY | Internet |
| Bristol-Myers Squibb Company | 93 | 34 | BMY | Pharmaceuticals |
| Canon Inc. | 94 | 35 | CAJ | Electronics, Electrical Equip. |
| Texas Instruments Inc. | 95 | 64 | TXN | Semiconductors |
| Capital One Financial Corporation | 96 | 88 | COF | Diversified Financial |
| Western Union | 97 | 102 | WU | Diversified Financial |
| Tiffany & Company | 98 | 157 | TIF | Retailers |
| Papa John’s International Inc. | 99 | 283 | PZZA | Restaurants |
| Panasonic Corporation | 100 | 55 | PC | Electronics, Electrical Equip. |
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