Delta the Least Respected Brand in America

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:

1. PepsiCo and Coca-Cola
2. Hershey's
3. Harley-Davidson
4. Bayer
5. Johnson & Johnson

Click for the full top 10 in each category. (More Delta Air Lines stories.)