The study of more than 1,000 brands looked at a number of aspects including familiarity, trust and brand expectation. But with the state of the economy the EquiTrend measured the value consumers feel there are getting when they purchase a brand.

Food companies dominated the top ten with M&M's Plain Chocolate Candy taking the number one spot, just in front of Hershey's Kisses Chocolate Candy. The only non-food brands to crack the top ten were Arm & Hammer Baking Soda (third), Kleenex Facial Tissue (sixth), Google (eighth) and Crayola Crayons to round out the top 10.

"Consumers continue to turn to strong, trusted brands, particularly during periods of uncertainty," said Judy Ricker, division president of brand and communications consulting at Harris Interactive. "Strategic investment in and careful monitoring of your brand is critical in both good and bad times, and will help you navigate the volatile environment."

This could be good news for small businesses that continue to market their products or services through the recession.