Hershey Named No. 2 Most Powerful Corporate Brand in the U.S. After Coca-Cola

Hershey chocolate factory mascots, Hershey Bar, Hershey Kiss and Reeses Bar - Photo by Karen Foley Photography

The Hershey Company has been recognised for its best-in-class corporate brand equity in Tenet’s CoreBrand Index of the Top 100 Brands in the United States.

Hershey was ranked No. 2 in the index for the second consecutive year, after Coca-Cola.

The other brands in the Top 10 include Bayer, Disney, Apple, Johnson & Johnson, Microsoft, PepsiCo, American Express and Harley-Davidson.

“Innovation and change are constants in today’s business environment, so we remain focused on building a corporate brand that is beloved by consumers and valued by stakeholders today and into the future.”

“Our corporate brand is one of our most important assets,” said Mike Wege, Chief Growth and Marketing Officer, The Hershey Company. “Innovation and change are constants in today’s business environment, so we remain focused on building a corporate brand that is beloved by consumers and valued by stakeholders today and into the future.”

Announced in 2014, the company’s refreshed corporate branding reflects its global growth vision. The updated global brand system underscores the company’s evolution from a predominately U.S. chocolate maker to a global confection and snack company. Grounded in a rich heritage, the new corporate branding supports and reaffirms the company’s values and culture, which include its people, iconic brands and social purpose of helping children in need.

In noting The Hershey Company’s No. 2 position, the 2015 CoreBrand report stated:

Strong communications investment including heavy TV advertising and a refresh to its corporate brand identity – a move Hershey claims will help strengthen its leadership position for the next 100 years – helped keep the famed candy company at #2. The maker of iconic brands such as Reese’s, Kisses, York Peppermint Patties, Twizzlers and Almond Joy also enjoys a positive market perception through efforts such as responsible ingredient sourcing and initiatives to improve the lives of cocoa farmers. The company is a regular recipient of awards and recognition for sustainability and good corporate citizenship.

You can view and download the complete CoreBrand report here.