• Forbes, Thursday, October 6, 2011 10:15 AM

Forbes, in partnership with Burson-Marsteller, Penn Schoen Berland and Landor, conducted a quantitative online survey among 2,500 U.S. adults in August 2011 to measure consumer perceptions of 100 top brands. The top of the list was dominated by old-school brands: Johnson & Johnson was number one because of trust in its baby products. General Mills, Hershey and Kraft were also up top.

"The survey shows the extent to which the food industry has been doing an excellent job of reaching consumers," said Mark Penn, CEO of Burson Marsteller and Penn Schoen Berland. "The food industry has come a long way in the last decade in being very responsive to consumers' needs and that has made a considerable difference." Google ranked lower on ethical leadership and trust, but overall it came in at No. 3: "Those two areas hold it back from being No. 1," Mr. Penn said. Google, Apple, Amazon, in fact, are all newer brands that have come onto a list that is dominated by brands that have been around for a very long time.

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