(Updated 1:52 p.m. with Delta's reaction)

This is a list that major corporations would rather avoid: the least respected brands. Alas, Atlanta-based Delta Air Lines is on it along with a host of other prominent names, according to the consultancy CoreBrand.

Out of more than 1,000 companies it tracks across 54 industries, CoreBrand said it focused on the 100 brands with the highest familiarity and then sorted them by their favorability. “Brands with the highest familiarity and favorability are defined as most respected. Those who are well known but have the lowest favorability are considered the least respected."

A Delta spokesman points out that the company was named by Fortune magazine as the most admired airline worldwide this year -  the second time in three years.

“Delta continues to improve our brand position through the investments we’ve made in our products and services since 2010," spokesman Paul Skrbec said Thursday. "We’ve invested more than $3 billion to improve the way customers plan their travel, move through airports quickly and have an enjoyable experience onboard our aircraft. We strive each day to embody the values of our brand promise to keep climbing and improve the travel experience for our customers."

Delta is joined on the “least-respected” list by 2. Philip Morris, 3. H&R Block, 4. Denny's, 5. Big Lots, 6. Best Buy, 7. J.C. Penney, 8. Capital One, 9. Rite Aid, 10. Foot Locker.

CoreBrand suggested, however, these companies, specifically Delta and Best Buy, may not stay on the list long. “Many less-respected companies are on the rise … showing that branding investments are starting to deliver a return on the investment,” the company said.

CoreBrand CEO James Gregory, in a statement about the research, said those at the top of the list have”a strong reputation and sense of trust.”

Atlanta-based Coca-Cola and archrival PepsiCo are tied at the top as the most respected corporate brands. They are followed by 3. Hershey's, 4. Harley-Davidson, 5. Bayer, 6. Johnson & Johnson, 7. Kellogg's, 8. Campbell's Soup Company, 9. Colgate-Palmolive, 10. Estee Lauder.

What companies do most and least respect?