Starbucks Loses Place in Brand Power Ranking
Although it is still the top restaurant brand by far in the ranking, Starbucks, ranked 14, has fallen in the ranking from last year's 10th place.
-- Chain Leader, 3/20/2009 10:51:00 AM
New York-based brand consulting firm CoreBrand has released its 2008 CoreBrand 100 Brand Power Ranking.
Three restaurant chains made the Top 100 cut this year: Starbucks, McDonald’s and Wendy’s. Although it is still the top restaurant brand by far in the ranking, Starbucks, ranked 14, has fallen in the ranking from last year’s 10th place. McDonald’s and Wendy’s both have improved their rankings.
The highest-ranked brands were Coca-Cola Company, Johnson & Johnson, and Harley-Davidson.
CoreBrand tracks 1,200 companies. 12,000 respondents, senior-level business decision-makers, are asked to rate their familiarity with a series of companies, then a series of questions on overall reputation, perception of management and investment potential. Those responses are combined for the Brand Power measure.
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CoreBrand 100 Brand Power Ranking Restaurant Brands’ 2008 Rankings with Variations Since 2005 |
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