Harris Interactive released the 2009 results from EquiTrend, a renowned annual brand equity study that measures more than 1,000 brands across 39 categories. EquiTrend provides insight on brands based on six base measures including familiarity, quality, purchase consideration, brand expectations, distinctiveness and trust. A brand equity score is determined by a calculation of familiarity, quality and purchase consideration for each individual brand. Given the difficult economic times, this year a seventh base measure was added to capture the value consumers feel they receive from a brand for the money they pay. Food brands, particularly comfort foods like candy, continue to dominate the top 10 brands of EquiTrend with M&M’s Plain Chocolate Candy emerging in the No. 1 spot for brand equity.
|
Rank |
Brand |
Overall Equity Score |
|
1 |
M&M’s Plain Chocolate Candy |
79.54 |
|
2 |
Hershey's Kisses Chocolate Candy |
79.45 |
|
3 |
Arm & Hammer Baking Soda |
78.30 |
|
4 |
Reese's Peanut Butter Cups Chocolate Candy |
78.14 |
|
5 |
Hershey's Milk Chocolate Candy Bars |
78.06 |
|
6 |
Kleenex Facial Tissues |
77.47 |
|
7 |
Campbell's Soups |
77.35 |
|
8 |
|
76.70 |
|
9 |
M&M’s Peanut Chocolate Candy |
76.61 |
|
10 |
Crayola Crayons |
76.61 |
Notable 2009 category winners among brands measured include:
|
Winner |
Category |
|
DreamWorks |
Movie Production Companies |
|
Marriott |
Hotels |
|
Subway |
Fast Food |
|
KitchenAid |
Appliances |
|
Grey Goose |
Beer, Wine, Liquor |
|
Coca-Cola |
Beverages |
|
Microsoft |
Software |
|
Sony |
Consumer Electronics |
|
Visa |
Financial Services |
|
M&M’s |
Foods |
|
Kleenex |
Household Products |
|
Google. |
Online Organizations |
|
Craftsman |
Tools |
|
Discovery Channel |
Media Television |
|
Hanes |
Apparel |
|
Johnson & Johnson |
Health and Beauty |
|
Neosporin |
Pharma: Over-the-Counter |
|
Speedway |
Gasoline |
|
Target |
Retail Merchandisers |
|
Valvoline Motor Oil |
Oil |
|
Southwest Airlines |
Airlines |
|
Honda |
Automotive Manufacturers |
|
Michelin |
Automotive Tires |
|
Enterprise Rent-A-Car |
Car Rentals |
|
Harley-Davidson |
Motorcycles |
Consistent with previous years, tobacco brands continue to fall to the bottom. Not surprisingly given the economic situation of the past year, financial service brands, particularly AIG, joined the ranks of these weaker brands on the bottom of the list. Judy Ricker, division president of brand and communications consulting, Harris Interactive, said, "Consumers continue to turn to strong, trusted brands, particularly during periods of uncertainty. Strategic investment in and careful monitoring of your brand is critical in both good and bad times, and will help you navigate the volatile environment."
