Daily Research News Online no. 3256

Best Brands in USA

July 12 2004

For the fifth consecutive year, Sony is the 'best brand' among US consumers according to the annual Harris Poll. Coca Cola climbs steeply to second spot, and Toyota bursts back in at no.5 after a 2-year absence from the top ten, whilst Microsoft, Kellogg's and Pepsi Cola drop out of it, having been no.5, 9 and 10 last year, respectively.

This year's ten are shown below, along with their previous positions. The chart is based on spontaneous replies - respondents were not asked to choose from among a list of brand names.

'We would like you to think about brands or names of products and services you know. Considering everything, which three brands do you consider the best?" (All three replies combined)

	1995	1996	1997	1998	1999	2000	2001	2002	2003	2004
Sony	3	1	3	1	2	1	1	1	1	1
Coca-Cola	*	8	7	7	*	*	6	5	7	2
Dell	*	*	*	*	*	5	*	2	3	3
Kraft	*	*	*	*	*	*	*	4	2	4
Toyota	*	=10	*	6	=6	=7	4	*	*	5
Ford	2	3	1	3	1	4	2	3	6	6
Honda	*	*	*	*	*	*	*	9	*	7
Procter & Gamble	*	*	*	*	*	*	*	*	8	8
General Electric	1	2	5	2	4	3	3	6	=10	9
General Motors	4	4	2	4	3	2	5	10	4	10

Base: All Adults. * = Not in top ten.

Ford and General motors, which were no.s 1 and 2 in 1997, are now at 6 and ten respectively, while Japanese manufacturers take the 5 and 7 spots from outside the ten last year. It is the first time four or more of the top-ten brands have been automotive companies since the survey began - this may possibly reflect the high profile of the automobile industry due both to high gas prices / other political and economic factors, and the industry's promotional efforts in response to them.

Industries Represented in the Top Ten	2001	2002	2003	2004
Electronics*	5	3	4	3
Automobiles	3	3	2	4
Consumer & packaged goods	2	3	4	3

* Including GE (and Microsoft in previous years)

The Harris Poll(r) was conducted online within the United States between June 10 and 16 among a nationwide cross section of 2,136 people aged 18 and over. Harris Interactive's web site is at www.harrisinteractive.com

All articles 2006-23 written and edited by Mel Crowther and/or Nick Thomas, 2024- by Nick Thomas, unless otherwise stated.