Enduring Brands Top 2015 Harris Poll EquiTrend® List
Visa, Michelin, Hallmark, Craftsman, Subway, Target and more take Brand of the Year honors
Many top-ranked brands owe their success to connectivity: Amazon.com, Netflix, PayPal, and YouTube
NEW YORK, March 24, 2015 /PRNewswire/ -- The brands Americans love say a lot about how they live. In 2015, classic trusted brands increasingly comingle with "connected" internet brands based on the top brands in the 2015 Harris Poll EquiTrend® study. EquiTrend is Harris Poll's annual study of brands.
The EquiTrend Brand Equity Index is comprised of three key factors—Familiarity, Quality and Consideration—that result in a Brand Equity rating for each brand. Brands that rank highest in Equity 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 over 1,400 brands across 148 categories.
Something Old
Twelve brands have been ranked #1 in equity within their respective categories for 5 or more years in a row, and many of these scored in the top 10% of all brands measured in EquiTrend in 2015. These brands cover a range of categories, from sandwich shops (Subway), to mass merchandisers (Target), paint (KILZ), to greeting cards (Hallmark).
"Brands that build and keep their promise over time—and develop strong differentiation—stay relevant for the long term," noted Joan Sinopoli, Vice President of Brand Solutions at Harris Poll. "Strong equity has value and can sustain companies through hard times. Target remains one of America's most esteemed brands despite the data breach in 2014, and consumers are willing to give it a chance to rebound."
Brands with Staying Power: Tops in their categories for five or more consecutive years
| Brand of the Year |
Category |
| Visa |
Payment card |
| Hallmark Greeting Cards |
Greeting card |
| Craftsman Tools |
Power Tool |
| Subway |
Sandwich Shop |
| Target Stores |
Mass Merchandiser |
| The Weather Channel |
TV News |
| Michelin Tires |
Tires |
| KILZ |
Paint |
| Southwest Airlines |
Value Airline |
| Mercedes-Benz Vehicles |
Luxury Automotive |
| Verizon Mobile Network |
Mobile Network |
| Blue Cross and Blue Shield |
Health Insurance |
Something New
A look at the top non-CPG brands* rated in EquiTrend magnifies the importance of technology and connectivity in simplifying and enhancing American lives. Four of the top-ranked brands owe their success to connectivity: Amazon.com, Netflix, PayPal, and YouTube.
"The degree to which connectivity has shifted brand building from something that happens over time to something that can happen in short order is amazing," Sinopoli commented. "That's not to say that Amazon or Netflix are comets. They have done careful planning, picked where and how to expand, and developed smart product strategies to help challenge conventional wisdom and quickly become part of how we live our lives today. That's what branding is all about: making human connections with everyday life."
The Next Big Thing: Mobile Wallets
As technology continues transforming financial services, for the first time, EquiTrend measured mobile payments. Despite category fragmentation and limited familiarity across brands, the category is poised to transform very quickly. PayPal, the established "click and pay" brand, leads direct competitors by a wide margin.
What does the future hold? EquiTrend shows that any wallet associated with Amazon.com, Google, Apple and major credit card providers gains a solid level of familiarity courtesy of the parent brand, as well as strong quality perceptions and a predisposition to try.
"Market fragmentation, rolling rebranding, and merchants waiting for the shakeout before investing in systems has gotten in the way of adoption," noted Sinopoli. "When one of these brands gets the execution right and merchant acceptance hits critical mass, consumers appear ready to jump on board. Visa has changed its mobile wallet branding from V.me to Visa Checkout. Mastercard's PayPass is now MasterPass. Both payment cards are strong financial brands, and clearly the intent is to extend that esteem and solidity to these product extensions," stated Sinopoli.
From an equity perspective, within the financial services sector, payment cards have not been impacted by the recession. Visa has held its position as the top ranked payment card for five years running.
Click here, or see below, to reference the full list of EquiTrend 2015 Brands of the Year.
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2015 Harris Poll EquiTrend Brands of the Year
| Category |
Award Category |
2015 Brand of the Year |
| Automotive |
Motor Oil |
Mobil 1 Motor Oil |
| Automotive |
Online Auto Shopping |
Kelley Blue Book (KBB.com) |
| Automotive |
Full Line Automotive |
Toyota Vehicles |
| Automotive |
Luxury Automotive |
Mercedes-Benz Vehicles |
| Automotive |
Motorcycle |
Harley-Davidson Motorcycles |
| Automotive |
Auto Service Center |
Discount Tire |
| Automotive |
Tires |
Michelin Tires |
| Automotive |
Car Audio |
Bose In-Vehicle Audio |
| Category |
Award Category |
2015 Brand of the Year |
| CPG |
Chocolate Candy |
Hershey's Kisses Chocolate Candy |
| CPG |
Non-Chocolate Candy |
Reese's Pieces Candy |
| CPG |
Premium Chocolate |
Ghirardelli Chocolate |
| Category |
Award Category |
2015 Brand of the Year |
| Financial Services |
National Bank |
CHASE Bank |
| Financial Services |
Super Regional Bank |
BB&T Bank |
| Financial Services |
Health Insurance |
Blue Cross and Blue Shield |
| Financial Services |
Auto Insurance |
USAA Auto Insurance |
| Financial Services |
Home Insurance |
USAA Home Insurance |
| Financial Services |
Life Insurance |
USAA Life Insurance |
| Financial Services |
Investment |
The Vanguard Group |
| Financial Services |
Discount Brokerage |
Fidelity Investments Financial Services |
| Financial Services |
Mobile Payment |
PayPal |
| Financial Services |
Payment Card |
Visa |
| Financial Services |
Tax Preparation |
TurboTax |
| Category |
Award Category |
2015 Brand of the Year |
| Household |
Greeting Card |
Hallmark Greeting Cards |
| Household |
Health Information Website |
MayoClinic.org |
| Household |
Major Appliance |
Samsung Appliances |
| Household |
Movie Theater |
Regal Cinemas |
| Household |
Online Home Search |
Trulia.com |
| Household |
Online Job Search |
Indeed.com |
| Household |
Paint |
KILZ |
| Household |
Power Tool |
Craftsman Tools |
| Household |
Real Estate Agency |
Better Homes and Gardens Real Estate |
| Household |
Single Serve Coffee Maker |
Keurig Single Serve Coffee Maker |
| Household |
Small Kitchen Appliance |
KitchenAid Small Appliances |
| Household |
Vacuum Cleaner |
Dyson Vacuum |
| Household |
Social Networking Site |
YouTube |
| Household |
Window Covering |
Levolor Blinds & Shades |
| Category |
Award Category |
2015 Brand of the Year |
| Transportation/Delivery |
Moving Truck |
U-Haul Moving Truck Rental |
| Transportation/Delivery |
Package Delivery |
UPS (United Parcel Service) |
| Category |
Award Category |
2015 Brand of the Year |
| Media |
TV Service Provider |
Verizon FiOS |
| Media |
Video Streaming Subscription |
Netflix |
| Media |
News Service |
Google News |
| Media |
Music TV |
CMT Network (Country Music Television) |
| Media |
Pay Cable TV Network |
HBO Television Network |
| Media |
Factual Entertainment TV |
History Channel |
| Media |
General Entertainment TV |
AMC Television Network (American Movie Classics) |
| Media |
Kids' TV |
Sprout Network (formerly PBS Kids Sprout) |
| Media |
Sports TV |
ESPN Television Network |
| Media |
TV Network |
CBS Television Network |
| Media |
TV News |
The Weather Channel |
| Category |
Award Category |
2015 Brand of the Year |
| Non-Profit Corporations |
Animal Welfare Non-Profit |
American Society for the Prevention of Cruelty to Animals (ASPCA) |
| Non-Profit Corporations |
Disability Non-Profit |
Goodwill |
| Non-Profit Corporations |
Environmental Non-Profit |
Natural Resources Defense Council (NRDC) |
| Non-Profit Corporations |
Health Non-Profit |
St. Jude Children's Research Hospital |
| Non-Profit Corporations |
International Aid Non-Profit |
Doctors Without Borders/Medecins Sans Frontieres (MSF) |
| Non-Profit Corporations |
Social Services Non-Profit |
Habitat for Humanity |
| Non-Profit Corporations |
Disabled Veterans Association |
Paralyzed Veterans of America |
| Non-Profit Corporations |
Youth Non-Profit |
Girl Scouts of the USA |
| Category |
Award Category |
2015 Brand of the Year |
| Over-the-Counter Products |
OTC Children's Pain Relief |
Children's Tylenol |
| Over-the-Counter Products |
OTC Cold / Allergy |
Vicks Cold and Flu Products (DayQuil/NyQuil) |
| Over-the-Counter Products |
OTC Digestive Aid |
TUMS |
| Over-the-Counter Products |
OTC Fiber supplement |
Metamucil |
| Over-the-Counter Products |
OTC Laxative |
Dulcolax |
| Over-the-Counter Products |
OTC Pain Relief |
Advil Pain Reliever |
| Over-the-Counter Products |
OTC Sleep Aid |
Advil PM |
| Category |
Award Category |
2015 Brand of the Year |
| Retail |
Convenience Store |
Sheetz Convenience Store |
| Retail |
Department Store |
Kohl's Department Stores |
| Retail |
Discount Shoes Store |
DSW Shoes |
| Retail |
Gasoline |
Shell Gasoline |
| Retail |
Gift Basket |
Harry & David |
| Retail |
Hardware & Home Store |
The Home Depot |
| Retail |
Jeweler |
Tiffany & Co. |
| Retail |
Luxury Department Store |
Lord & Taylor Department Store |
| Retail |
Mass Merchandiser |
Target Stores |
| Retail |
Office Supply Store |
Staples Stores |
| Retail |
Off-Price Retailer |
Ross Dress For Less |
| Retail |
Pet Supply Store |
PetSmart Stores |
| Retail |
Pharmacy |
CVS Pharmacy |
| Retail |
Sporting Goods Store |
DICK'S Sporting Goods |
| Retail |
Value Store |
Dollar Tree |
| Retail |
Warehouse Club |
Costco |
| Retail |
South Region Grocery Store |
Publix |
| Retail |
Midwest Region Grocery Store |
Hy-Vee |
| Retail |
Northeast Region Grocery Store |
Wegmans |
| Retail |
West Region Grocery Store |
Costco (Groceries) |
| Retail |
Online Grocery |
Amazon Prime Pantry |
| Retail |
E-Retailer |
Amazon.com |
| Retail |
Online Department Store |
Kohls.com |
| Retail |
Online Mass Merchandiser |
Target.com |
| Retail |
Online Office Supplies |
Staples.com |
| Retail |
Online Computer Retailer |
BestBuy.com |
| Category |
Award Category |
2015 Brand of the Year |
| Tech |
Computer Manufacturer |
Hewlett-Packard (HP) Computers |
| Tech |
Consumer Electronics |
Samsung Home Electronics |
| Tech |
Digital Camera |
Canon Digital Camera |
| Tech |
Gaming Console |
Sony PlayStation 4 (PS4) |
| Tech |
Operating System |
Android |
| Tech |
Printing & Imaging |
HP Printing & Imaging |
| Tech |
Smartwatch |
Samsung Galaxy Gear Smartwatch |
| Tech |
Tablet Computer |
Apple iPad Series Tablet |
| Tech |
Video Game Series |
Grand Theft Auto Video Games |
| Tech |
Wearable Fitness Tech |
Fitbit Fitness Trackers |
| Category |
Award Category |
2015 Brand of the Year |
| Telecommunications |
Mobile Network |
Verizon Mobile Network |
| Telecommunications |
Mobile Phone |
Samsung Galaxy Series Phone |
| Category |
Award Category |
2015 Brand of the Year |
| Travel/Entertainment |
Cruise Line |
Royal Caribbean International |
| Travel/Entertainment |
Online Travel Service |
Hotels.com |
| Travel/Entertainment |
Value Airline |
Southwest Airlines |
| Travel/Entertainment |
Full Service Airline |
Delta Air Lines |
| Travel/Entertainment |
Economy Hotel |
Americas Best Value Inn |
| Travel/Entertainment |
Extended Stay Hotel |
Homewood Suites by Hilton |
| Travel/Entertainment |
Full Service Hotel |
Marriott Hotels |
| Travel/Entertainment |
Luxury Hotel |
Four Seasons Hotels and Resorts |
| Travel/Entertainment |
Mid-Market Hotel |
Hampton Inn & Suites |
| Travel/Entertainment |
Burger Restaurant |
In-N-Out Burger |
| Travel/Entertainment |
Casual Dining Restaurant |
Outback Steakhouse |
| Travel/Entertainment |
Chicken Restaurant |
Chick-fil-A |
| Travel/Entertainment |
Coffee & Quick Service Restaurant |
Krispy Kreme |
| Travel/Entertainment |
Fast Casual Mexican Restaurant |
Chipotle Mexican Grill |
| Travel/Entertainment |
Italian Dining Restaurant |
Carrabba's Italian Grill |
| Travel/Entertainment |
Pizza Chain |
Pizza Hut |
| Travel/Entertainment |
Sandwich Shop |
Subway |
| Travel/Entertainment |
Sports League |
NFL (National Football League) |
Harris Poll EquiTrend® Methodology
Harris Poll EquiTrend is based on a sample of 38,670 U.S. consumers ages 15 and over surveyed online in English language between January 8 and February 2, 2015. 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, income, and data from respondents ages 18 and over were also weighted for their propensity to be online. Respondents for this survey were selected from among those who have agreed to participate in Harris Poll surveys. The data have been weighted to reflect the composition of the adult population. Because the sample is based on those who agreed to participate in our panel, no estimates of theoretical sampling error can be calculated.
The Brand Equity Index is the keystone to the EquiTrend program, providing an understanding of a brand's overall strength. A brand's Equity is determined by a calculation of Familiarity, Quality and Purchase Consideration. Brand of the Year is determined by a simple ranking of brands.
These statements conform to the principles of disclosure of the National Council on Public Polls.
Harris Poll EquiTrend® study results disclosed in this release may not be used for advertising, marketing or promotional purposes without the prior written consent of Harris Poll.
Product and brand names are trademarks or registered trademarks of their respective owners.
* Given the large number of CPG brands, EquiTrend will address them in a separate fielding later in 2015.
About The Harris Poll®
Over the last five decades, Harris Polls have become media staples. With comprehensive experience and precise technique in public opinion polling, along with a proven track record of uncovering consumers' motivations and behaviors, The Harris Poll has gained strong brand recognition around the world. The Harris Poll offers a diverse portfolio of proprietary client solutions to transform relevant insights into actionable foresight for a wide range of industries including health care, technology, public affairs, energy, telecommunications, financial services, insurance, media, retail, restaurant, and consumer packaged goods. Contact us for more information.
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SOURCE The Harris Poll
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