Through 2006, Harley-Davidson received positive attention from the popular press in terms of rankings. In 2006, Business Week/Interbrand Annual Rankings Top 100 Global Brands placed Harley-Davidson at #45, up 1 from 2005. Fortune also placed Harley-Davidson in its 2004 list of “Most Admired Companies.”10 Previously, Forbes named Harley Davidson its “Company of the Year” for 2001. Harley-Davidson did not make Fortune’s list in 2008.