David Letterman is retiring, but no one, it seems, grows tired of Top 10 lists. And in a recent look at the top brands in the world, household and personal care products were very well represented. Coke came out on top of the latest annual Brand Footprint study from UK market research firm Kantar Group, which analyzed and ranked 11,000 global brands. Kantar awarded the Coca-Cola Company brand a score of 5.7 million “consumer reach points” (CRP) — a metric that tracks the number of households buying a product and the frequency of those purchases.
Coca-Cola easily beat out its closest competitors. Colgate came in second with 3.9 million CRP, while Nestlé-owned Maggi scored 2.8 million. Dove, which is owned by Unilever, was the fastest-growing brand in the top 10, moving up three spots to No. 9 on Kantar’s ranking, which goes to show you how a well-made and controversial campaign such as Dove's Real Beauty spots can help.
The rest of the top 10 brands included another Unilever property, soap brand Lifebuoy, at No. 4. That was followed by instant-coffee brand Nescafé, PepsiCo brands Pepsi and Lay’s, and dried foods brand Knorr, respectively. Procter & Gamble's Tide detergent brand rounded out the top 10 ranking.