Coca-Cola Co. topped the list of Harris Interactive's annual poll of "best brands" for the first time, as Sony Corp. slipped from the top spot, where it sat for seven straight years.
To compile the list, Harris surveyed 2,372 adults online, asking them to consider the brands of products and services they were familiar with and name the three they considered the best. Harris tallied the number of times brands were mentioned and used those figures to rank them. Respondents weren't read or shown a list of brand names, Harris says.
Some brands on the list moved little from the previous year's poll. For example, Toyota MotorDell Inc. dropped to fourth from second place last year. Corp. inched up to third place from fourth last year, while
Others -- such as Kraft Foods Inc. -- did gain significant traction among respondents in this year's poll. Kraft climbed to sixth place in this year's poll from ninth place last year. Honda Motor Co. fell to 10th place from sixth.
Other brands slipped out of the top 10. They include Hewlett-Packard Co., which ranked seventh on last year's list, and General Electric Co., which was eighth in 2006.
See the full results of the poll here.
Methodology: This Harris Poll was conducted online among 2,372 adults between June 5 and June 11. Figures for age, sex, race and ethnicity, education, region and household income were weighted where necessary to bring them into line with their actual proportions in the population. Propensity score weighting was also used to adjust for respondents' propensity to be online. With a pure probability sample of 2,372, one could say with ninety-five percent probability that the overall results have a sampling error of plus or minus two percentage points.
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