Online Streaming Entertainment Providers Are Rapidly Building Brand Equity, According to the 2014 Harris Poll EquiTrend® Study
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Findings from the 26th annual study show that not just streaming entertainment brands, but the devices and operating systems that enable them, are among those most aggressively accumulating equity over the last two years. Android and Apple (both its iPads and its computers) are also among the top 10 brands experiencing aggressive equity increases. Amazon once again holds the highest brand equity score in the study and retains its e-Retailer Brand of the Year distinction...and it is now heavily promoting its Amazon Instant Video and Prime Instant Video services.
"Brand equity is not a measure that is typically subject to strong year-over-year vacillation; the growth curve is generally slow and steady," said
"Something else these brands have in common is their ability to connect on a very deep level with the consumers they seek to attract," noted Sinopoli. "They are all brands that consumers are passionate about—witness the continuing standoff between Android, which has become a strong brand all on its own, and the Apple products fueled by iOS; both the systems themselves and the products which run them inspire passion and debate among their followers. Which system you choose becomes a reflection of who you are and how you see yourself."
So has America become so "wired" that it has lost its softer side? EquiTrend results suggest not. Multiple Hershey brands, including Hershey Kisses and Reese's Peanut Butter Cups, multiple M&M brands as well as Oreo cookies, occupy six out of the 10 top overall positions in the EquiTrend Brand Equity Index, and the classic Hershey's Milk Chocolate Candy Bar also acquired equity at an unusually fast pace over the last two years. Are these odd bedfellows with the individual entertainment brands? Not so, according to Sinopoli. "After all," she notes, "you have to eat something while bingeing your favorite series."
2014 Harris Poll EquiTrend – Brands of the Year
Harris Poll EquiTrend is an annual brand equity study that measures and compares the brand health of more than 1,500 unique brands across 170 categories. It evaluates consumers' engagement and offers a complete diagnostic of a brand's position within and outside of its industry. Besides Brand Equity (comprised of Familiarity, Quality and Consideration), the study also provides subscribers with insight into various aspects of consumer engagement including Consumer Connection, Brand Momentum, Advocates/Saboteurs, Users/Non-Users and Co-Branding analysis. Brands that rank highest in Equity receive the Harris Poll EquiTrend "Brand of the Year" award (2014 study rankings).
2014 Harris Poll EquiTrend Brands of the Year include:
|
Category |
Award Category |
2014 Brand of the Year |
|
Automotive |
Online Auto Shopping |
|
|
Automotive-Manufacturers |
|
Honda Vehicles |
|
Automotive-Manufacturers |
|
Mercedes-Benz Vehicles |
|
Automotive-Manufacturers |
Motorcycle |
Ducati Motorcycles |
|
Automotive-Manufacturers |
Recreation Vehicle |
Airstream Recreational Vehicles |
|
Automotive-Service Centers |
|
|
|
Automotive-Supplier |
Car Audio |
Bose In-Vehicle Audio |
|
Automotive-Supplier |
Tire |
Michelin Tires |
|
Category |
Award Category |
2014 Brand of the Year |
|
Financial Services - Bank |
|
|
|
Financial Services - Bank |
|
|
|
Financial Services - Insurance |
Insurance-Life |
|
|
Financial Services - Insurance |
Insurance-Property & Casualty |
|
|
Financial Services - Investment |
Discount Brokerage |
|
|
Financial Services - Investment |
Investment |
|
|
Financial Services - Payment Card |
Payment Card |
Visa |
|
Financial Services - Tax |
Tax Preparation |
TurboTax |
|
Category |
Award Category |
2014 Brand of the Year |
|
Food/Beverage-Beer |
Beer |
Blue Moon Beer |
|
Food/Beverage-Beer |
Light Beer |
|
|
Food/Beverage-Candy |
Chocolate Candy |
Hershey's Milk Chocolate Candy Bars |
|
Food/Beverage-Candy |
Non-Chocolate Candy |
Reese's Pieces Candy |
|
Food/Beverage-Candy |
Premium Chocolate |
|
|
Food/Beverage-Coffee |
Coffee |
Dunkin' Donuts Ground Coffee |
|
Food/Beverage-Energy Drink |
Energy Drink |
Full Throttle Energy Drink |
|
Food/Beverage-Fruit Drink |
Fruit Flavored Drink |
Kool-Aid |
|
Food/Beverage-Fruit Drink |
Fruit Juice |
Bolthouse Farms Juice |
|
Food/Beverage-Salty Snacks |
Potato Chip |
Lay's Chips |
|
Food/Beverage-Salty Snacks |
Pretzel |
|
|
Food/Beverage-Salty Snacks |
Tortilla Chip |
Doritos Chips |
|
Food/Beverage-Snacks |
Popcorn |
|
|
Food/Beverage-Soft Drink |
Diet Soft Drink |
Diet Coke |
|
Food/Beverage-Soft Drink |
Soft Drink |
Coca-Cola |
|
Food/Beverage-Tea |
Hot Tea |
|
|
Food/Beverage-Water |
Bottled Water |
Ice Mountain Bottled Water |
|
Foods/Beverage |
Cookie |
Oreo Cookies |
|
Foods/Beverage |
Frozen Pizza |
Jack's Frozen Pizza |
|
Foods/Beverage |
Ice Cream |
Häagen Dazs Ice Cream |
|
Foods/Beverage |
Yogurt |
Dannon Yogurt |
|
Category |
Award Category |
2014 Brand of the Year</p> |
|
Health & Fitness |
|
Life Time Fitness |
|
Health & Fitness |
|
Neutrogena Suncare |
|
Health & Fitness |
|
|
|
Health & Fitness |
Health Information Website |
|
|
Category |
Award Category |
2014 Brand of the Year |
|
Household |
Household Cleaner |
Lysol All Purpose Cleaner |
|
Household |
Paint |
KILZ |
|
Household |
Power Tool |
Craftsman Tools |
|
Household |
Vacuum Cleaner |
Dyson Vacuum |
|
Household |
Window Covering |
Hunter Douglas Blinds & Shades |
|
Household |
Online |
|
|
Household |
Major Appliance |
KitchenAid Appliances |
|
Household |
Single Serve Coffee Maker |
Keurig Single Serve Coffee Maker |
|
Household |
Small Kitchen Appliance |
KitchenAid Small Appliances |
|
Household |
Greeting Card |
Hallmark Greeting Cards |
|
Household |
Cat Food |
Hill's Science Diet Cat Food |
|
Household |
Dog Food |
Blue Buffalo Dog Food |
|
Household |
|
Berkshire Hathaway HomeServices Real |
|
Household |
Online Home Search |
|
|
Category |
Award Category |
2014 Brand of the Year |
|
Media |
Video Streaming Subscription |
Netflix |
|
|
|
|
|
|
News Service |
|
|
Media-Television |
Factual Entertainment TV |
H2 Television Network |
|
Media-Television |
General Entertainment TV |
AMC Television Network (American Movie |
|
Media-Television |
Kids' TV |
PBS KIDS Television Network |
|
Media-Television |
Late Night Talk Show |
The Daily Show with |
|
Media-Television |
Music TV |
GAC ( |
|
Media-Television |
Pay Cable TV Network |
HBO Television Network |
|
Media-Television |
Sports TV |
ESPN Television Network |
|
Media-Television |
TV Network |
PBS Television Network ( |
|
Media-Television |
|
|
|
Category |
Award Category |
2014 Brand of the Year |
|
Non-Profit Corporations |
Animal Welfare Non-Profit |
|
|
Non-Profit Corporations |
Disability Non-Profit |
|
|
Non-Profit Corporations |
Environmental Non-Profit |
|
|
Non-Profit Corporations |
Health Non-Profit |
|
|
Non-Profit Corporations |
International Aid Non-Profit |
Doctors Without Borders/Medecins Sans |
|
Non-Profit Corporations |
Social Services Non-Profit |
|
|
Non-Profit Corporations |
Veterans Association Non-Profit |
|
|
Non-Profit Corporations |
Youth Non-Profit |
|
|
Category |
Award Category |
2014 Brand of the Year |
|
Over-the-Counter Products |
OTC Children's Pain Relief |
Children's Advil |
|
Over-the-Counter Products |
OTC Cold / Allergy |
Benadryl |
|
Over-the-Counter Products |
OTC Digestive Aid |
TUMS |
|
Over-the-Counter Products |
OTC Fiber Supplement |
Citrucel |
|
Over-the-Counter Products |
OTC Laxative |
Peri-Colace |
|
Over-the-Counter Products |
OTC Pain Relief |
Tylenol Pain Reliever |
|
Over-the-Counter Products |
OTC Sleep Aid |
Advil PM |
|
Category |
Award Category |
2014 Brand of the Year |
|
Retail |
Online Computer Retailer |
|
|
Retail |
|
|
|
Retail |
Online Mass Merchandiser |
|
|
Retail |
|
|
|
Retail |
Gift Basket |
Harry & David |
|
Retail |
Gasoline |
Costco Gasoline |
|
Retail |
|
|
|
Retail |
|
|
|
Retail |
|
|
|
Retail |
|
The Home Depot |
|
Retail |
Jeweler |
Tiffany & Co. |
|
Retail |
|
|
|
Retail |
Mass Merchandiser |
Target Stores |
|
Retail |
|
Staples Stores |
|
Retail |
Off-Price Retailer |
Ross Stores |
|
Retail |
Pharmacy |
|
|
Retail |
Sporting Goods Store |
Cabela's |
|
Retail |
|
Dollar Tree |
|
Retail |
|
Costco |
|
Retail |
E-Retailer |
Amazon.com |
|
Retail Store-Grocery |
|
|
|
Retail Store-Grocery |
|
Wegmans |
|
Retail Store-Grocery |
|
Publix |
|
Retail Store-Grocery |
|
Costco (Groceries) |
|
Apparel/Accessories |
Sporting Apparel |
Nike Sports Apparel |
|
Apparel/Accessories |
Running Shoe |
|
|
Apparel/Accessories |
Outdoor Wear |
Columbia Outdoor Wear |
|
Category |
Award Category |
2014 Brand of the Year |
|
Tech |
Gaming Console |
Microsoft Xbox 360 |
|
Tech |
Video Game Series |
Super Mario Video Games |
|
Tech |
Computer Manufacturer |
Apple Computers |
|
Tech |
Printing & Imaging |
HP Printing & Imaging |
|
Tech |
Tablet Computer |
Apple iPad Series Tablet |
|
Tech |
Consumer Electronics |
|
|
Tech |
Digital Camera |
Canon Digital Camera |
|
Category |
Award Category |
2014 Brand of the Year |
|
Telecommunications |
Mobile Network |
Verizon Mobile Network |
|
Telecommunications |
Mobile Phone |
Apple iPhone |
|
Telecommunications |
Pre-Paid Mobile Carrier |
|
|
Category |
Award Category |
2014 Brand of the Year |
|
Travel/Entertainment |
Online Travel Service |
Expedia.com |
|
|
|
|
|
|
|
Southwest Airlines |
|
Travel/Entertainment-Casinos |
|
|
|
|
Cruise Line |
|
|
Travel/Entertainment-Hotels |
|
|
|
Travel/Entertainment-Hotels |
|
Homewood Suites by Hilton |
|
Travel/Entertainment-Hotels |
|
|
|
Travel/Entertainment-Hotels |
|
|
|
Travel/Entertainment-Hotels |
|
|
|
|
|
Regal Cinemas |
|
Travel/Entertainment-Restaurants |
|
|
|
Travel/Entertainment-Restaurants |
|
IHOP ( |
|
Travel/Entertainment-Restaurants |
|
|
|
Travel/Entertainment-Restaurants |
Coffee & Quick Service |
Dunkin' Donuts Stores |
|
Travel/Entertainment-Restaurants |
|
Chipotle Mexican Grill |
|
Travel/Entertainment-Restaurants |
|
|
|
Travel/Entertainment-Restaurants |
Pizza Chain |
|
|
Travel/Entertainment-Restaurants |
Sandwich Shop |
|
|
Travel/Entertainment-Sports |
|
|
Harris Poll EquiTrend® Methodology
A sample of 41,806 U.S. consumers ages 15 and over were surveyed online from
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
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.
About
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Press Contact:
Corporate Communications
The Harris Poll
212-539-9600
[email protected]
SOURCE Harris Interactive
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