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Harris Interactive has released its annual list of “best brands,” topped by Sony, Dell, Kraft, Coca-Cola, Ford, Toyota, Honda, General Electric, General Motors, Microsoft, Hewlett Packard, and Procter & Gamble.

Respondents were asked, "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?"

Of the CPG companies on the list, Kraft actually loved up a position on the list from number four in 2004 to number three in 2005, while Coke dropped from number two last year to number four this year. P&G dropped from eight to 10 during the past year.
KC's View:
We think it is remarkable – though not surprising – that no retail brand names make the list…even though people probably use those brands far more frequently than some of the names that do make the list.

It speaks to retailers’ inability to really, really brand themselves, we think…which is a fundamental weakness for many of them.