In June 2007, a nationwide Harris Poll was conducted online by Harris Interactive, Rochester, N.Y., surveying 2,372 U.S. adults to determine the most recognizable brand names in the U.S. Survey responses were unaided, and a list of brand names was not presented to survey respondents.

According to the survey results, following are the top 10 most recognized brand names in the U.S.:

1. Coca-Cola
2. Sony
3. Toyota
4. Dell
5. Ford
6. Kraft Foods
7. Pepsi Cola
8. Microsoft
9. Apple
10. Honda

Interestingly, only four of the 10 brands were on the list 10 years ago when Ford was No. 1, Sony was No. 3, Coca-Cola was No. 7 and Pepsi Cola was No. 10. Dropping off the list in 2007 were Hewlett Packard and General Electric.

This Web exclusive information is a supplement to Branding: Is the hype worth the buzz?.