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 47 comments Comments 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) (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: PepsiCo and Coca-Cola Hershey's Harley-Davidson Bayer Johnson & Johnson Click for the full top 10 in each category.