Coke loses fizz to Microsoft in brand-name stakes

Patrick Markey

NEW YORK: Not always Coca-Cola. For the first time in three years, soft

drinks giant Coca-Cola Co. has relinquished its crown as America's best-known

corporate brand, according to a survey released on Thursday. Atlanta-based

Coca-Cola lost a little fizz as it slipped to second place behind Coca-Cola.,

which claimed the top spot, said brand strategy and communications firm

Corporate Branding, which conducted the survey.

Walt Disney Co. ranked third among the best-known names in American

households, the survey found. "Both the Microsoft and Coca-Cola brands were

put to the test last year and despite turbulent times, they still came out on

top," said Corporate Branding chief executive James Gregory. Corporate

Branding gauges how familiar and favorable a company is viewed by senior

business leaders through 6,000 annual interviews.

According to the study, Johnson & Johnson ranked fourth and legendary

motorcycle maker Harley-Davidson Inc. rose from 10^th place last year

to 5th place this year. Coca-Cola was not the only American consumer icon to

take a tumble. Procter & Gamble Co., the maker of Crest toothpaste and Tide

laundry detergent, fared worse. The US consumer products leader slipped from the

top 10 list after placing eighth last year. P&G's fall from brand-name grace

follows disappointing financial results from the Cincinnati-based firm. Last

week, P&G announced it would cut about 9 per cent of its global work force,

or about 9,600 jobs, due to sluggish sales.

"P&G has been one of the strongest corporate brands in the

study," Corporate Branding group director Steven Makadok said. "It's

noteworthy to see a company with the marketing know-how of Procter & Gamble

slip out of the top 10." Though its brand name remains in second, Coca-Cola

has not been immune to the nation's economic woes. Coca-Cola on Wednesday said

its North American unit volume would be slower than previously forecast and on

Thursday its largest bottler, Coca-Cola Enterprises Inc., announced it would

miss first-quarter financial forecasts.

(C) Reuters Limited 2001.