Delta the Least Respected Brand in America

Pepsi, Coca-Cola are apparently the most respected

By Evann Gastaldo,  Newser Staff

Posted Aug 21, 2013 8:26 AM CDT

(Newser) – Poor Delta: It gets less respect than even Denny's and cigarette maker Philip Morris. A new survey of businesspeople finds the airline is the least respected of the brands studied, Yahoo Finance reports. The most respected? PepsiCo and Coca-Cola, in a tie. CoreBrand, a branding research firm, asked respondents about 100 well-known corporate brands that have been publicly traded for at least five years; favorability ratings were based on a company's reputation, how people view its management, and how promising it is as an investment. (The survey captures the attitudes of the business world, not consumers.) The bottom five:

  • Delta Air Lines
  • Philip Morris
  • H&R Block
  • Denny's
  • Big Lots

The top five:

  1. PepsiCo and Coca-Cola
  2. Hershey's
  3. Harley-Davidson
  4. Bayer
  5. Johnson & Johnson
Click for the full top 10 in each category.

A truck with a plow drives pass Delta planes parked at their gates at the Salt Lake City Airport Thursday, Jan. 24, 2013.   (AP Photo/Rick Bowmer)
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