1 big thing: Microsoft is winning the #techlash, new from the @[email protected] 100 #corporate #reputation https://t.co/IsUPaVTVjj via #axiosam
Consumers Open To Ad-Supported Streaming Service Offerings, new data from @OpenX and @HarrisPoll finds: https://t.co/nyhRg5KaX9 @AlexWeprin covers for @MediaPost #OTT
NEW YORK, April 15, 2019 –
Measuring brand health over time, the EquiTrend Brand Equity Index is comprised of three factors – Familiarity, Quality and Purchase Consideration – that results in a brand equity rating for each brand. Brands ranking highest in equity receive the Harris Poll EquiTrend “Brand of the Year” award for their respective categories. This year, more than 45,000 US consumers assessed nearly 2,000 brands across 196 categories.
“This year we added nearly 100 new brands across 11 new categories from voice-assistants to wearable tech. Yet the common thread that runs across all the brands awarded here is their consumer devotion and respect for —and expectation of —performance. ” says The Harris Poll CEO, John Gerzema. “These are brands Americans especially love and expect great things from in the future.”
The Harris Poll 2019 EquiTrend Brands of the Year
This year, the 31st year that the Harris Poll has been measuring brand equity, 91 companies were awarded the coveted Brand of the Year designation across 87 categories.
2019 Award Companies
|Automotive||Luxury Automotive||Lexus Vehicles|
|Automotive||Non-Luxury Automotive||Toyota Vehicles|
|Automotive||Online Auto Shopping||Kelley Blue Book (KBB.com)|
|Consumer Packaged Goods||Coffee||Dunkin' Donuts Coffee|
|Consumer Packaged Goods||Deodorant||Degree Deodorant|
|Consumer Packaged Goods||Hot Sauce||Sweet Baby Ray's Wing Sauces|
|Consumer Packaged Goods||Household Cleaner||Windex Household Cleaner|
|Consumer Packaged Goods||Ice Cream||Breyers Ice Cream|
|Consumer Packaged Goods||Laundry Detergent||Tide Laundry Detergent|
|Consumer Packaged Goods||Popcorn||Orville Redenbacher's Popcorn|
|Consumer Packaged Goods||Potato Chip||Lay's Chips|
|Consumer Packaged Goods||Sports Drink||Gatorade Sports Drink|
|Consumer Packaged Goods||Tea||Lipton Tea|
|Consumer Packaged Goods||Toothpaste||(TIE) Colgate/Crest|
|Consumer Packaged Goods||Yogurt||Yoplait Yogurt|
|Financial Services/Insurance||Digital Investing||Vanguard Personal Advisor Services|
|Financial Services/Insurance||Digital Wallet||PayPal|
|Financial Services/Insurance||Health Insurance||Blue Cross Blue Shield|
|Financial Services/Insurance||Investment||The Vanguard Group|
|Financial Services/Insurance||Life Insurance||Northwestern Mutual Life Insurance|
|Financial Services/Insurance||National Bank||CHASE Bank|
|Financial Services/Insurance||Online Bank||Capital One 360 Bank|
|Financial Services/Insurance||Online Lending||SoFi|
|Financial Services/Insurance||Payment Card||Visa|
|Financial Services/Insurance||Property and Casualty Insurance||USAA Insurance|
|Health and Home||Exercise Equipment||Precor Exercise Equipment|
|Health and Home||Health & Fitness Club||Orangetheory|
|Health and Home||Online Home Search||Zillow.com|
|Health and Home||Online Job Search||Indeed.com|
|Health and Home||Real Estate Agency||Sotheby's International Realty|
|Media & Entertainment||Audio Streaming Services||Apple Music|
|Media & Entertainment||Factual Entertainment||(TIE) National Geographic Channel/Discovery Channel|
|Media & Entertainment||General Entertainment||USA Television Network|
|Media & Entertainment||Kids TV||Disney Channel|
|Media & Entertainment||News Service||National Public Radio (NPR)|
|Media & Entertainment||Pay Cable TV Network||HBO Television Network|
|Media & Entertainment||Social Networking Site||YouTube|
|Media & Entertainment||Sport League||NFL (National Football League)|
|Media & Entertainment||TV Network||ABC Television Network|
|Media & Entertainment||TV News||The Weather Channel|
|Non-Profit||Animal Welfare Nonprofit||Best Friends Animal Society|
|Non-Profit||Disability Nonprofit||National Down Syndrome Congress|
|Non-Profit||Health Nonprofit||St. Jude Children's Research Hospital|
|Non-Profit||International Aid Nonprofit||Food For The Poor|
|Non-Profit||Military & Veteran Serving Nonprofit||Wounded Warrior Project|
|Non-Profit||Social Services Nonprofit||Children's Defense Fund (CDF)|
|Non-Profit||Youth Nonprofit||Girl Scouts of the USA|
|Restaurants||Burger Restaurant||In-N-Out Burger|
|Restaurants||Casual Dining Restaurant||Texas Roadhouse|
|Restaurants||Coffee Shop||(TIE) Krispy Kreme/Dunkin' Donuts|
|Restaurants||Mexican Restaurant||Taco Bell|
|Restaurants||Pizza Chain||Marco's Pizza|
|Restaurants||Sandwich Shop||Panera Bread|
|Retail||Convenience Store||Wawa Convenience Store|
|Retail||Department Store||Macy's Department Stores|
|Retail||Footwear Store||DSW (Designer Shoe Warehouse)|
|Retail||Hardware & Home Store||The Home Depot|
|Retail||Health & Beauty Retail||Bath and Body Works|
|Retail||Home Goods Store||Bed Bath & Beyond|
|Retail||Home Meal Kit Service||HelloFresh|
|Retail||Luxury Department Store||Neiman Marcus|
|Retail||Pet Supply Store||Pet Supplies Plus|
|Retail||Sporting Goods Store||(TIE) Finish Line Sporting Goods/REI|
|Retail||Value Store||Dollar Tree|
|Tech / Telecom||Computer Manufacturer||Microsoft Computers|
|Tech / Telecom||Gaming Console||Nintendo Gaming Consoles|
|Tech / Telecom||Media Streaming Device||Amazon Fire TV/Fire Stick|
|Tech / Telecom||Smart Speaker||Amazon Echo|
|Tech / Telecom||Smartphone||Apple iPhone Smartphones|
|Tech / Telecom||Tablet Computer||Apple iPad Tablets|
|Tech / Telecom||TV & Internet Provider||Google Fiber|
|Tech / Telecom||Virtual Personal Assistant||Apple Siri|
|Tech / Telecom||Wearable Tech||Apple Watch|
|Tech / Telecom||Wireless Carrier||Verizon Wireless|
|Travel||Economy Hotel||Americas Best Value Inn|
|Travel||Extended Stay Hotel||Homewood Suites by Hilton|
|Travel||Full Service Airline||American Airlines|
|Travel||Luxury Hotel||JW Marriott|
|Travel||Midscale Hotel||Holiday Inn Express Hotels & Resorts|
|Travel||Online Travel Service||TripAdvisor|
|Travel||Premium Hotel||Marriott Hotels|
|Travel||Upscale Hotel||Courtyard Marriott|
|Travel||Value Airline||Southwest Airlines|
The 2019 Harris Poll EquiTrend Study is based on a sample of 45,541 US consumers ages 15 and over surveyed online, in English, in the month of January. The survey took an average of 30 minutes to complete. The total number of brands rated was 1,985. Each respondent was asked to rate a total of 40 randomly selected brands. Each brand received approximately 1,000 ratings. Data was 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. 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.
The Harris Poll EquiTrend methodology has been validated by academic business experts in the Journal of Marketing Research (1994) and International Journal of Research on Marketing (2012).
These statements conform to the principles of disclosure of the National Council on Public Polls.
About The Harris Poll
The Harris Poll is one of the longest-running surveys in the U.S. tracking public opinion, motivations and social sentiment since 1963 that is now part of Harris Insights & Analytics, a global consulting and market research firm that delivers social intelligence for transformational times. The Harris Poll works with clients in three primary areas; building twenty-first-century corporate reputation, crafting brand strategy and performance tracking, and earning organic media through public relations research. Learn more at www.theharrispoll.com @HarrisPoll
IMAGE: QUARTZ/BÁRBARA ABBÊS
By Dan Kopft & Jenni Avins | Quartz
Americans are anxious. We’re suffering from economic anxiety, political anxiety, social media overload, neuroexistentialism, and plain old FOMO. And in CBD, many hope to find a cure for this modern condition.
That little three-letter acronym—which stands for cannabidiol, one of the many chemical compounds called “cannabinoids” that naturally occur in cannabis plants—wasn’t familiar to many Americans several years ago. But in 2016, CBD became more widely searched on Google than THC—the cannabinoid most famous for getting users high. And it’s been climbing ever since.
In a recent survey conducted with the Harris Poll, Quartz asked over 2,000 Americans about their use and perceptions of CBD. The results show that the vast majority of people in the US are aware of the cannabis-derived compound: some 86% of survey takers had heard of CBD. Still, fewer than 20% have tried it, and only 7% say they use it regularly.
If you or someone you know hasn’t already tried CBD, whether by rubbing a balm into aching joints, dropping a sublingual tincture before bedtime, popping a gummy, or vaping from a device stocked with CBD oil, it’s likely you’ve been exposed to marketing for it. The San Francisco-based cannabis delivery platform Eaze called CBD “the breakout star of 2018,” citing that the number of costumers buying CBD products doubled from the previous year, and some analysts have predicted the US market for hemp-derived CBD could reach $22 billion by 2022.
And while it certainly feels like everyone is using the stuff, and data from cannabis analysts and companies suggest as much, we are just beginning to understand how everyday Americans—perhaps those who don’t live in places where “magical CBD lattes” are prevalent—are interacting with CBD.
Read the full story at Quartz.
This is a critical gap to fill, with millions of jobs awaiting students with STEAM skills within the next ten years, and with only 21 percent of teachers saying their students have the practical skills necessary to succeed in that space.
Read the full report >
The red-blue divide has a big impact on Americans' views of companies, with only two — Wegmans and Publix Supermarkets — appearing on the top 10 list of favorite companies for both Democrats and Republicans, according to an Axios-Harris Poll survey of corporate reputations.
The big picture: People's political views lead them in different directions. Democrats favor the Kraft Heinz Company, while Republicans like Chick-fil-A. But they agree more on the companies they hate — because bad performance affects everyone.
The main takeaways from the Axios-Harris Poll 100:
- The big tech companies do better with Democrats than Republicans, at a time when they've been accused of being biased against conservatives. Even the low-ranked Twitter was slightly more popular among Democrats.
- The most polarized companies were the Trump Organization — which scored highly with Republicans and dead last among Democrats — and Target, which did better among Democrats than Republicans.
- When you include independents, Wegmans was the only company that made all three top 10 lists.
- Independents' favorite company was Amazon.
- The least favorite companies had privacy scandals (Facebook), other scandals (Wells Fargo), are going bankrupt (Sears), or cut off their customers' HBO (Dish).
Between the lines: Harris Poll CEO John Gerzema said it wasn't obvious why Kraft Heinz did so well with Democrats, since they don't have a clear political leaning. (Chick-fil-A has a more defined political identity since its founder opposed same-sex marriage, though it has been trying to play down politics to broaden its appeal.)
- But Gerzema noted that Democrats gave Kraft Heinz a better rating on growth potential than Republicans, suggesting that Republicans may just think the company isn't likely to grow.
Read more at Axios.
By Sara Fischer | Axios
New data from an exclusive Axios/Harris poll finds that public perception of companies is deeply impacted by how much those companies can promise a better future for society.
Why it matters: Legacy brands are facing their stiffest competition yet from mission-driven upstarts. Many are hoping that marketing campaigns centered around "social good" will improve the narrative that older corporate giants are stodgy and ruthless.
By the numbers: According to the Axios-Harris Poll 100, which is based on 20 years of Harris research on brand reputation, the companies with the most momentum include brands that are making commitments towards bettering society.
- "Amazon Prime delivers an unbeatable promise to make our lives simpler, Wegmans fosters home and hearth values in a divisive society, Samsung is leading the future of AI, Chick-Fil-A’s walks the talk, and Netflix empowers taste communities not traditional demographics," the study notes.
Be smart: Tech giants like Facebook and Google, which are under fire for issues around privacy, are losing momentum.
Read more at Axios.