The organization compiled its 2014 rankings by polling 10,000 business professionals on their impressions of top brands at the corporate level, not individual products or divisions. Respondents were asked to evaluate the power of brands based on two criteria: familiarity (how well is the brand known?) and favorability (does the brand have a positive reputation, well-regarded management, and good investment potential?).
Coca-Cola has been ranked number one since 2008, when CoreBrand released its first study. The gap between it and Hershey, the number two brand in the rankings, is the greatest between any two successively listed brands on the list (2.8 points).
Amazon.com recorded the biggest gain over the previous year, jumping 25 positions to rank 91st. IBM was the second highest gainer, up 15 positions to rank 49th.
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