Investing

Brand Value And Stock Value: Soft Drinks, Candy, Soap, And Soup

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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