Understanding the Power Behind Today’s Leading Brands

2017 Harris Poll EquiTrend®

2017 Brands of the Year

To create a truly effective brand, it is critical to have a clear definition of your brand promise and understand your brand health. Brand Equity is designed to be a summary metric of a brand’s health, a one-number score that enables you to understand at a glance how strong or weak your brand is.  Since 1989, The Harris Poll has been monitoring the Brand Equity of a variety of brands and categories.

Want to learn more about the study and how you can subscribe? Click here to download more details.

What is EquiTrend®?

2017 Harris Poll EquiTrend® Findings

2017 Press Release: The Harris Poll Names 2017 Brands of the Year

The annual Harris Poll EquiTrend Study is a twice-validated measure of brand equity and brand health.

The EquiTrend® study results disclosed on these reports may not be used for advertising, marketing, or promotional purposes without the prior written consent of Harris Poll. Products, brand names, and logos are trademarks or registered trademarks of their respective owners.

For more information on how you can license Harris Poll EquiTrend® and Brand of the Year designations and use them in your marketing efforts, please contact us.

Infographic

Measuring Brand Equity Since 1989

Brand Equity Model

Harris Poll EquiTrend® has be conducted since 1989 and examines the predictors of in-market performance: Brand Equity, Consumer Connection, and Brand Momentum.  The capstone of the study is the Equity score.  Brand Equity, as defined by Nielsen (EQI), is designed to be a summary metric of a brand’s health, a one-number score that enables you to understand, at a glance, how strong or weak your brand is.  It is easy to compare across brands, consumer segments, geographies and even industries.  The value to the measure is not in its complexity, but in our ability to understand the drivers behind it. EQI is based off of three simple questions:

  • How well do I know you?
  • What do I think of you?
  • Do I want to interact with you?

Methodology

Harris Poll EquiTrend® is based on a sample of U.S. consumers ages 15 and over surveyed online. Each respondent is asked to rate a total of 40 randomly selected brands out of 3,000+ brands in 300+ categories. Each brand receives approximately 1,000 ratings. Respondents are asked their familiarity with brands and rate the brands they are somewhat, very, or extremely familiar with. Respondents for this survey are selected from among those who have agreed to participate in Harris Poll® and sample partner surveys. The data have been weighted to reflect the composition of U.S. residents age 15+. Because the sample is based on those who agreed to participate in an online panel, no estimates of theoretical sampling error can be calculated.

Reporting

As with all Harris Poll research, we deliver a full analytical report which provides insights into your brand and key competitors. Each report includes an executive summary and detailed findings as well as implications for each brand. There are two report options:

  • Category Report: Focuses on brands in a specific category
  • Custom Report: Allows subscriber to select a custom set of brands, from any category in the study

For more information please contact us.

Understanding the Brand Story

Today’s most successful brands insinuate themselves into people’s lives.

Our devices have become extensions of ourselves, so it’s no wonder that technology brands increasingly dominate the top of every expert’s brand equity rankings; but the connectivity and indispensability that characterizes our relationship with technology brands is spilling over into our expectations for other brands.  Our brand approach measures the flow from the initial recognition of a brand through to the degree of attachment with what we’ve coined as the “4 A’s."

Academic Validation of EquiTrend®

Our approach has been independently validated, most recently by academics at Georgetown University, They showed that brands with high EQIs were better able to withstand the 2008 downturn in the economy vs. those with low EQIs. This demonstrates that this measure can be tied directly to business performance.

  1. International Journal of Research in Marketing EquiTrend® Validation
  2. Journal of Marketing Research EquiTrend® Validation

Press Release History

EquiTrend® in the News

Delta Air Lines

2016 Full Service Airline Brand of the Year

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The Weather Channel

2016 TV News Brand of the Year

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Keurig Green Mountain

2016 Single Serve Coffee Maker Brand of the Year

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Habitat For Humanity

2016 Social Services Non-Profit Brand of the Year

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Real Living Real Estate

2016 Real Estate Agency Brand of the Year

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Retail Dive

Macy's topples Kohl's in Harris Poll brand equity study

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Boston Business Journal

These Boston companies have some of the strongest brands in the world

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Atlanta Journal-Constitution

Delta, Chick-fil-A among Harris Poll 2016 brands of the year

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Chain Store Age

Macy’s Unseats Kohl’s

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