Last updated on March 30th, 2015 at 10:43 am
The Harris Poll has released its most recent EquiTrend Brand Equity Index. It is comprised of three factors—familiarity, quality and consideration—that result in a Brand Equity rating for each brand. Brands that rank highest receive the Harris Poll EquiTrend “Brand of the Year” award for their category. For this, the 27th annual study, more than 38,000 Americans assessed more than 1,400 brands across 148 categories.
Top retailers include Sheetz (convenience store category), Shell (gasoline), Target (mass merchandiser), CVS Pharmacy (pharmacy), Dollar Tree (value store), Costco (warehouse club), Publix (South region grocery), Hy-Vee (Midwest region grocery), Wegmans (Northeast region grocery), Costco (West region grocery) and Amazon Prime Pantry (online grocery).
The 2015 Harris Poll EquiTrend Brands of the Year also include Hershey’s Kisses (chocolate candy category), Reese’s Pieces Candy (non-chocolate) and Ghirardelli Chocolate (premium chocolate).
For the purposes of the index, these are considered non-CPG brands. EquiTrend said it would address CPG brands in a separate fielding later this year.
Over-the-counter health and wellness brands of the year include Children’s Tylenol, Vicks cold and flu products (DayQuil/NyQuil), Tums, Metamucil, Dulcolax, Advil and Advil PM.
The Harris Poll EquiTrend is based on a sample of 38,670 U.S. consumers ages 15 and older surveyed online Jan. 8-Feb. 2. The survey took an average of 30 minutes to complete. The total number of brands rated was 1,410.
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 and income as well as for their propensity to be online. Respondents for this survey were selected from among those who have agreed to participate in Harris Poll surveys. Because the sample is based on those who agreed to participate, no estimates of theoretical sampling error can be calculated.
