Brands That Have Staying Power - Visa®, Coca-Cola®, Craftsman®, Sony®, Verizon®, Subway®, Gatorade®, and Hallmark® are "Still the One"
According to the 23rd Annual Harris Poll® EquiTrend® Study, fifteen brands celebrate an 8-time consecutive run at the top of annual brand study that measures equity of 1500+ brands, highlighting that leadership and momentum help brands lead
NEW YORK, March 27, 2012 /PRNewswire/ -- Year after year, consumers identify superior brands as leaders in their industry, according to recent findings in the 2012 Harris Poll® EquiTrend® (EQ) study. While some brands score high in equity across one or two components, real staying power comes from being exceptional across the board. Perennial favorites continually surpass a highly competitive field of top consumer brands.
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Still the One—Brands with Staying Power
This year EquiTrend assessed 1,500+ brands across more than 127 product categories, identifying 15 brands that have flexed their staying power "muscle" year after year and ranked number one in their respective categories every year since 2005 (when the current EquiTrend methodology began). Within this list are "mega-brands" that in essence came to define their respective categories. Mega-brands like Coca-Cola®, Craftsman®, Gatorade®, HBO®, and Life Savers® have significant staying power because each brand consistently delivers on its brand experience and remains relevant to today's consumers. Other perennial favorites who consistently lead their categories include Southwest Airlines® and Holiday Inn® Hotels and Resorts.
Fifteen Brands Consistently Ranked #1 Since 2005
| Category |
Brand |
| Health Insurance |
Blue Cross Blue Shield |
| Soft Drink |
Coca-Cola |
| Power Tool |
Craftsman |
| Sports Drinks |
Gatorade |
| Greeting Card |
Hallmark Greeting Cards |
| Pay Cable TV Network |
HBO |
| Mid-Market Hotel |
Holiday Inn Hotels and Resorts |
| Non-Chocolate Candy |
Life Savers |
| General-Interest Magazine |
National Geographic Magazine |
| Cookie |
Oreos |
| Consumer Electronics |
Sony Consumer Electronics |
| Value Airline |
Southwest Airlines |
| Quick Serve Restaurant |
Subway Restaurants |
| Mobile Network |
Verizon Mobile Network |
| Payment Card |
Visa |
How do they do it? In examining the 127 top brands, these eight-time highest ranked brands stand out in one area more than any other – brand momentum. To have strong momentum, a brand must be seen as leader, be popular among friends and family, have high-levels of visibility, be exciting and engaging and be a brand that consumers believe has a bright future.
"These 15 top brands have consistently found a way to remain relevant and valuable to the consumer," said Aron Galonsky, Senior Vice President for Harris Interactive's Brand and Communication Consulting group. "It's not surprising why these perennial leaders continue stay on top. They continually deliver a consistent and balanced brand experience, year after year, that really resonates with the consumer."
While not yet eight-year category leaders, other prominent brands that are poised to lead and strengthen their categories are the Apple® iPad and iPhone, Google®, Android™ Amazon®'s Kindle, and the National Football League® – all of which showed strong signs of brand momentum. In addition, newcomers like Chobani® Greek Yogurt and the health non-profit organization, Stand Up To Cancer™, a program of the Entertainment Industry Foundation, showed significant promise for the future.
Top Gainers
Although brand equity is generally slow moving, strong brands, once established, will typically maintain their brand momentum. For example, this year, Apple's iPhone continued its rise and became one of the top technology brands in EquiTrend. Other brands with strong year-over-year performance that garnered them a 2012 "Brand of the Year" distinction include Yamaha® Motorcycles, Glaceau vitaminwater®, BB&T Bank® and Physicians Formula Cosmetics®
A handful of financial services brands, such as The Vanguard Group®, TD Ameritrade®, ING Sharebuilder®, and Morgan Stanley Smith Barney®, were able to make progress in rehabilitating their equity. Finally, Toyota®'s ranking jumped up, a signal of its ongoing recovery from the damage from the "recall" crisis.
Brands of the YearWithin each respective category, the strongest brand rose to the top and based on their Equity Score, brands were ranked in ascending order. This year, 127 brands became a "Brand of the Year."
Highest Ranked Brands in Each Award Category
| Category |
Award Name |
Brand |
| Airlines |
Full Service Airline |
Alaska/ Horizon Airlines |
| Airlines |
Value Airline |
Southwest Airlines |
| Apparel/Accessories |
Running Shoe |
New Balance Running Shoes |
| Appliances |
Major Appliances |
KitchenAid Major Appliances |
| Appliances |
Small Kitchen Appliance |
KitchenAid Small Appliances |
| Appliances |
Coffee Maker |
Keurig Coffee Maker |
| Automotive Manufacturers |
Full Line Automotive |
Honda Vehicles |
| Automotive Manufacturers |
Luxury Automotive |
Mercedes-Benz Vehicles |
| Automotive Service Centers |
Auto Service Center |
Napa AutoCare Center |
| Automotive Tires |
Automotive Tire |
Michelin Automobile Tires |
| Beer, Wine, Liquor |
Beer |
Yuengling Traditional Lager Beer |
| Beer, Wine, Liquor |
Light Beer |
Michelob Ultra Beer |
| Beer, Wine, Liquor |
Scotch Whiskey |
Glenlivet Single Malt Scotch Whisky |
| Beer, Wine, Liquor |
Vodka |
Skyy Vodka |
| Beverages |
Bottled Iced Tea |
Lipton Iced Tea |
| Beverages |
Diet Soft Drink |
Diet Coke |
| Beverages |
Soft Drink |
Coca-Cola |
| Beverages |
Coffee |
Green Mountain Coffee |
| Beverages |
Energy Drink |
SoBe Adrenaline Rush Energy Drink |
| Beverages |
Fruit Flavored Drink |
Juicy Juice |
| Beverages |
Fruit Juice |
Tropicana Juices |
| Beverages |
Hot Tea |
Lipton Teas |
| Beverages |
Bottled Water |
Poland Spring Bottled Water |
| Beverages |
Coconut Water |
Goya Coco Water |
| Beverages |
Enhanced Water |
Glaceau vitaminwater |
| Beverages |
Sports Drink |
Gatorade |
| Car Rentals |
Car Rental |
Enterprise Rent-A-Car |
| Computer-Related Products |
Computer |
Apple Computers |
| Computer-Related Products |
Tablet Computer |
Apple iPad (Tablet) |
| Computer-Related Products |
E-Readers |
Amazon Kindle e-reader |
| Computer-Related Products |
Printer |
HP Printing & Imaging |
| Consumer Electronics |
Car Audio |
Bose In-Vehicle Audio |
| Consumer Electronics |
Consumer Electronics |
Sony Home Electronics |
| Consumer Electronics |
Digital Camera |
Canon Digital Camera |
| Consumer Electronics |
GPS Navigation System |
Garmin Navigation System |
| Cruise Line |
Cruise Line |
Royal Caribbean International |
| Entertainment/Recreation |
Gaming Platform |
Nintendo Wii |
| Entertainment/Recreation |
Movie Studio |
DreamWorks Movie Studio |
| Financial Services/Insurance |
Insurance |
AAA-American Automobile Insurance |
| Financial Services/Insurance |
Investment |
ING DIRECT |
| Financial Services/Insurance |
Payment Card |
Visa |
| Financial Services/Insurance |
National Bank |
Chase Bank |
| Financial Services/Insurance |
Super Regional Bank |
BB&T Bank |
| Foods |
Chocolate Candy |
Hershey's Kisses Chocolate Candy |
| Foods |
Non-Chocolate |
Lifesavers Candy |
| Foods |
Gum |
Extra Gum |
| Foods |
Premium Chocolate |
Ghirardelli Chocolate |
| Foods |
Cookies |
Oreo Cookies |
| Foods |
Energy Bars |
Clif Energy Bars |
| Foods |
Popcorn |
Orville Redenbacher Popcorn |
| Foods |
Salty Snack |
Lay's Chips |
| Foods |
Yogurt |
Chobani Greek Yogurt |
| Government |
Armed Forces |
U.S. Marines |
| Health and Beauty Products |
Mass-Market Cosmetics |
Physicians Formula Cosmetics |
| Health and Beauty Products |
Prestige Cosmetics |
Origins Cosmetics |
| Health and Beauty Products |
Sun Screen |
Neutrogena Suncare |
| Health and Beauty Products |
Weight-Loss Plan |
Weight Watchers |
| Health Care |
Hospital |
Dana-Farber Cancer Institute |
| Health Insurance |
Health Insurance |
Blue Cross/Blue Shield |
| Hotels |
Economy Hotel |
America's Best Value Inn |
| Hotels |
Extended Stay Hotel |
Homewood Suites by Hilton |
| Hotels |
Full-Service Hotel |
Marriott Hotels |
| Hotels |
Luxury Hotel |
W Hotels |
| Hotels |
Mid-Market Hotel |
Holiday Inn Hotels & Resorts |
| Household Products Other |
Carpet |
Shaw Carpet |
| Household Products Other |
Cookware |
LeCreuset Cookware |
| Household Products Other |
Everyday Dinnerware |
Corelle Tableware |
| Household Products Other |
Faucet |
Kohler Faucets |
| Household Products Other |
Gas Grill |
Weber Gas Grill |
| Household Products Other |
Household Cleaner |
Lysol All Purpose Cleaner |
| Household Products Other |
Kitchen Cabinetry |
Thomasville Cabinetry |
| Household Products Other |
Lawn Mower |
John Deere Lawn Mower |
| Household Products Other |
Innerspring Mattress |
Serta Mattress |
| Household Products Other |
Memory Foam Mattress |
Bodipedic Memory Foam Mattress |
| Household Products Other |
Paint |
KILZ |
| Household Products Other |
Cat Food |
Hills Science Diet Cat Food |
| Household Products Other |
Dog Food |
Cesar Canine Cuisine |
| Household Products Other |
Power Tool |
Craftsman Tools |
| Household Products Other |
Vacuum Cleaner |
Dyson Vacuum |
| Household Products Other |
Window Covering |
Levolor Blinds & Shades |
| Media Magazine |
Business Magazine |
Money Magazine |
| Media Magazine |
General-Interest Magazine |
National Geographic Magazine |
| Media Magazine |
Weekly News Magazine |
The Economist Magazine |
| Media Magazine |
Women's Magazine |
Real Simple Magazine |
| Media News service |
News Service |
Yahoo News |
| Media Television |
TV Network |
CBS Television Network |
| Media Television |
Kids TV |
PBS KIDS Sprout |
| Media Television |
Pay Cable TV Network |
HBO |
| Media Television |
Topical interest TV Programming |
History Channel |
| Media Television |
TV News |
The Weather Channel |
| Media Television |
Variety TV Programming |
A&E Television Network |
| Motorcycles |
Motorcycle |
Yamaha Motorcycles |
| Non-Profit Corporations |
Animal Welfare Non-Profit |
Best Friends Animal Society |
| Non-Profit Corporations |
Environmental Non-Profit |
Wildlife Conservation Society |
| Non-Profit Corporations |
Health Non-Profit |
Stand Up To Cancer |
| Non-Profit Corporations |
International Aid Non-Profit |
Food for the Poor |
| Non-Profit Corporations |
Social Services Non-Profit |
American Red Cross |
| Non-Profit Corporations |
Disability Non-Profit |
Goodwill |
| Non-Profit Corporations |
Youth Interest Non-Profit |
Girl Scouts of the USA |
| Online Organizations |
Online Auto Shopping |
Kelly Blue Book (KBB.com) |
| Online Organizations |
Online Daily Deal |
Woot.com |
| Online Organizations |
Online Job Search |
USAJobs.com |
| Online Organizations |
Online Travel Service |
Kayak.com |
| Other Products |
Greeting Card |
Hallmark Greeting Cards |
| Other Products |
Motor Oil |
Pennzoil Motor Oil |
| Over-the-Counter Products |
OTC Cold / Allergy |
Vicks Cold Medications |
| Over-the-Counter Products |
OTC Digestive Aid |
Tums |
| Over-the-Counter Products |
OTC Fiber supplement |
Fibercon |
| Over-the-Counter Products |
OTC Laxative |
Phillips Milk of Magnesia |
| Over-the-Counter Products |
OTC Pain Relief |
Advil Pain Reliever |
| Over-the-Counter Products |
OTC Sleep Aid |
Tylenol PM |
| Resorts/Attractions |
Amusement Attraction |
Disney World |
| Restaurants |
Casual Dining Restaurant |
Panera Bread Restaurant |
| Restaurants |
Italian Dining Restaurant |
Maggiano's Little Italy Restaurant |
| Restaurants |
Quick Service Restaurant |
Subway Restaurants |
| Restaurants |
Coffee & Quick Service Restaurant |
Einstein Bagels |
| Restaurants |
Pizza Chain |
Papa John's Pizza |
| Retail |
Convenience Store |
Speedway Convenience Store |
| Retail |
Department Store |
Kohl's Department Store |
| Retail |
Luxury Department Store |
Nordstrom's Department Store |
| Retail |
Drug Store |
Walgreen's Drugstores |
| Retail |
Value Retail Store |
Target Stores |
| Retail Gasoline |
Gasoline Retail |
Costco Gasoline |
| Sports |
Sport League |
NFL (National Football League) |
| Telecommunications |
Mobile Network |
Verizon Mobile Network |
| Telecommunications |
Mobile Phone |
Apple iPhone |
| Telecommunications |
No-Contract Mobile Carrier |
Verizon Wireless (no contract wireless phone) |
Harris Poll ® EquiTrend® methodology
A sample of 38,529 U.S. consumers ages 15 and over were surveyed online by Harris Interactive from January 31 through February 20, 2012 and the survey took an average of 40 minutes to complete. The sample was from the Harris Interactive online panel of respondents, a multimillion-member database consisting of cooperative respondents who have double-opted in to be randomly invited by Harris Interactive to take part in online surveys. The total number of brands rated was 1,529. Each respondent was asked to rate a total of 40 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 based on age by sex, education, race/ethnicity, region, income, and data from respondents ages 18 and over were also weighted for their propensity to be online. This is the same precision weighting approach Harris has used to become the leading online polling organization when calling elections.
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 health care, technology, public affairs, energy, telecommunications, financial services, insurance, media, retail, restaurant, and consumer package goods. Serving clients in more than 215 countries and territories through our North American and European offices and a network of independent market research firms, Harris 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.
Press Contact:
Steve Piork
Gibbs & Soell
212-697-2600
[email protected]
SOURCE Harris Interactive
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