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Coke loses fizz to Microsoft in brand-name stakes

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 Microsoft Corp, 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 favourable 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 10th 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.

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