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M&Ms, Google, Duracell, Reese’s, Heinz, Kleenex, Oreo and Neosporin all score in top ten NEW YORK--(BUSINESS WIRE)--Leading global market research
firm Harris Interactive today released the 2010 results of EquiTrend®, its
renowned annual brand equity study that measures over 1,000 brands across
42 categories. Harris Interactive has been tracking consumers’ awareness
and perception of brands for over 20 years. Hershey’s Kisses was the highest rated brand in the entire
survey with several other brands from the comfort foods category (e.g.,
M&Ms, Hershey Bar, Oreo Cookies, and Snickers) ranking high. The
remaining brands in the top 25 represent icons of quality within their
respective categories.
“A common theme for those brands that are suffering from a loss in trust will be their ability to connect with their customers in a relevant way – and that will require showing they are really listening to them, and are addressing their concerns and needs at both the product level and in how they market their products,” said Carol Gstalder, Senior Vice President, Business and Industrial at Harris Interactive. One company to carefully monitor is Toyota, which is in the midst of dealing with unprecedented product safety and consumer trust related issues. Given that EquiTrend® was conducted just prior to Toyota’s major recall, the study provides a valuable baseline upon which to monitor change in equity. EquiTrend® covers a broad array of industry categories.
The category leaders are a who’s who of iconic brands, including, among
others, UPS, State Farm, Harley Davidson, and Microsoft. Below is a list
of the highest ranked brands in certain select categories according to the
2010 EquiTrend® study.
The EquiTrend® study evaluates measures including: Equity, Customer Connection, Commitment, Energy, Brand Behavior, Brand Advocacy, and Trust. The keystone to the program is Equity, which provides an understanding of a brand’s overall strength and is determined by a calculation of Familiarity, Quality, and Purchase Consideration This year’s EquiTrend® study was conducted online among 19,708 U.S. consumers ages 15 and over between January 12 and 21, 2010. The total number of brands rated was 1,151. Each respondent was asked to rate a total of 60 randomly selected brands. Each brand received approximately 1,000 ratings. Data were weighted to be representative of the entire U.S. population of consumers ages 15 and over on the basis of age sex, education, race/ethnicity, region, and income, and data from respondents ages 18 and over were also weighted for their propensity to be online. These statements conform to the principles of disclosure of the National Council on Public Polls. The EquiTrend® study results disclosed in this release may not be used for advertising, marketing or promotional purposes without the prior written consent of Harris Interactive. Product and brand names are trademarks or registered trademarks of their respective owners. For a complete listing of all the brands covered in the study, contact Alyssa Hall at 212-539-9600 or ahall@harrisinteractive.com. About Harris Interactive Harris Interactive is one of the world’s leading custom market research firms, leveraging research, technology, and business acumen to transform relevant insight into actionable foresight. Known widely for the Harris Poll and for pioneering innovative research methodologies, Harris offers expertise in a wide range of industries including healthcare, technology, public affairs, energy, telecommunications, financial services, insurance, media, retail, restaurant, and consumer package goods. Serving clients in over 215 countries and territories through our North American, European, and Asian offices and a network of independent market research firms, Harris Interactive specializes in delivering research solutions that help us – and our clients – stay ahead of what’s next. For more information, please visit www.harrisinteractive.com.
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Code Amber News Service (CANS) issued this Missing Endangered person Alert after the girl disappeared from her bedroom some time after 3 AM Tuesday morning in Satsuma. Satsuma is approximately 75 miles east of Gainsville. Haleigh Cummings a white female, 3 feet tall, weighs 39 pounds and has blond hair and brown eyes. She was last seen wearing a pink shirt and underwear. There are no suspects in this case at this time. However, due to the circumstances of the child's disappearance an abduction is strongly suspected. There is no suspect vehicle at this time. Anyone with information is asked to call the Putnam County Sheriff's office at (386) 329-0808 or dial 911. Download free video of missing Florida child Haleigh Cummings Email this alert to a friend in the area.
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