Delta is America's least respected brand, according to a new ranking of 100 of the most well-known companies.

Brand consulting firm CoreBrand surveyed more than 10,000 "business decision-makers" and asked them about how they perceived brands in terms of overall reputation, management and investment potential. Coming in on top were PepsiCo and Coca-Cola, which tied for first place.

The chart below shows how the top 10 most respected brands stack up in terms of familiarity and favorability:

big lots store sign

But now on to the good stuff. Here's CoreBrand's list of the least respected brands in America:

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  • 10. Foot Locker

  • 9. Rite Aid

  • 8. Capital One

  • 7. J.C. Penney

  • 6. Best Buy

  • 5. Big Lots

  • 4. Denny's

  • 3. H&R Block

  • 2. Philip Morris

  • 1. Delta