The Hershey Co. is No. 2 among the top 100 brands in the U.S. when it comes to best-in-class corporate brand equity, according to Tenet’s CoreBrand Index. This is the second consecutive year Hershey has ranked No. 2 in the index.
“Our corporate brand is one of our most important assets,” said Mike Wege, chief growth and marketing officer, The Hershey Co. “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 Co.’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 No. 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.
