It's somewhat surprising that this is Coca Cola's first number one spot on Harris's "Best Brands" poll, considering the amount of money the company spends on branding and the subsequent associations branding has built in the consumer mind.
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While Coke landed on top, up from the seventh spot a decade ago, Pepsi was seventh this time, up from the 10th spot – perhaps proof positive that branding works. Then again, with the influx of pharmaceutical ads on television – you know, where there used to be Pepsi and Nike spots – it's a wonder nobody chose Pfizer or Zoloft.
"Top of mind association with being 'best' is a good position for any brand,"
I think he's talking about sales.
Four brands have remained on the top ten list for the past ten years: Ford, Sony, Coca Cola, and Pepsi.
A noticeable absentee from the list is Google, which has been chosen the top brand by branding professionals and market experts in various polls over the years. The difference here is that Harris's poll did not focus on professionals, but rather, over 2100 consumers.
Here are the top ten brands:
1. Coca Cola
2. Sony
3. Toyota
4. Dell
5. Ford
6. Kraft
7. Pepsi
8. Microsoft
9. Apple
10. Honda
Google Gets No Mention On Top Brands List
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