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Survey ranks Harley-Davidson as fourth most respected brand

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MILWAUKEE (WITI) -- A new survey has one of Milwaukee’s own in the top five: Harley-Davidson is the fourth most respected corporate brand in the country, according to a survey released from CoreBrand. The survey is based on investment in the community, business partners and business customers, as well as familiarity and how favorably they are viewed.

Most Respected Brands:

PepsiCo and Coca-Cola (tied)




Johnson & Johnson


Campbell’s Soup Company


Estee Lauder

Officials at Suburban Motors Harley-Davidson weren't surprised with the ranking. They say they see all kinds of customers- and not just people looking for a motorcycle.

“They want to learn about it, and again they want to be a part of the life style. We don`t just sell the motorcycle, we`re also selling parts and accessories. But our motor clothes department just sells so much product to people that just want to wear the shirts, or the boots or the chaps, or the motorcycle jacket in general,” said Todd Berlin, the sales manager at Suburban Motors Harley-Davidson. Berlin said many of those customers don’t even own a Harley.

CoreBrand also released a least respected list:

Least-Respected Brands:

Delta Air Line

Philip Morris

H&R Block


Big Lots

Best Buy


Capital One

Rite Aid

Foot Locker

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