Wow! Very proud to be on the @HarrisPoll Brands of the Year list. Based on #Familiarity #Quality and #PurchaseConsideration @Tripadvisor @TripAdvisorEats https://t.co/yCf1UqCvpy
We are honored to be recognized by @HarrisPoll as Health Non-Profit Brand of the Year for the 5th year in a row. https://t.co/JofOnrU0dr
Measuring brand health over time, the EquiTrend Brand Equity Index is comprised of three factors – Familiarity, Quality and Purchase Consideration – that result 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 77,000 U.S. consumers assessed more than 3,000 brands across more than 300 categories.
This year’s EQ study reflected an emerging trend in consumer behavior – the push to simplify and align with brands they know and trust. The common thread in the 2018 EQ study is waning familiarity strength among consumers. While the overall EQ study score average is stable overall (+.6), one-quarter of brands measured in 2017 showed a significant decline in EQ scores. The decline reveals that consumers are becoming less connected to a large set of brands and more connected to a smaller, select set of brands, marked by decreasing brand awareness and quality perception in this year’s study.
While many of these brands are mainstays with strong equity as a whole, it seems that in the social age of waning attention spans and the fast pace of new products, consumers are turning inward and focusing on select brands they know and trust. Only 10% of brands saw a significant increase in equity from 2017.
“The EQ study reveals that brand equity is no longer guaranteed by size or media impressions,” says The Harris Poll CEO, John Gerzema. “This is actually a time when being ‘big’ is code for being the establishment. As private label and the popularity of craft products rises, brands are now differentiated on their values, personal connection and their ability to build community."
The Harris Poll 2018 EquiTrend Brands of the Year
This year, the 30th year that the Harris Poll has been measuring brand equity, 80 companies were awarded the coveted Brand of the Year designation.
|Award Category||2018 Brand of the Year|
|Animal Welfare Nonprofit||Best Friends Animal Society|
|Burger Restaurant||Five Guys Burgers & Fries|
|Car Audio||Bose In-Vehicle Audio|
|Casual Dining Restaurant||(TIE) The Cheesecake Factory and Texas Roadhouse|
|Coffee Shop||Krispy Kreme|
|Coffee Maker||Keurig Coffee Makers|
|Computer Manufacturer||Microsoft Computers|
|Cruise Line||(TIE) Disney Cruise Line and Royal Carribean International|
|Department Store||Kohl's Department Stores|
|Digital Camera||Canon Digital Cameras|
|Disability Nonprofit||Autism Society of America|
|Economy Hotel||Microtel Inn & Suites|
|Environmental Nonprofit||National Wildlife Federation|
|Extended Stay Hotel||Home2 Suites by Hilton|
|Factual Entertainment||History Channel|
|Footwear Store||DSW (Designer Shoe Warehouse)|
|Full Line Automotive||Honda Vehicles|
|Full Service Airline||Hawaiian Airlines|
|General Entertainment||AMC Television Network (American Movie Classics)|
|Greeting Card||Hallmark Greeting Cards|
|Hardware & Home Store||The Home Depot|
|Health Nonprofit||(TIE) St. Jude Children's Research Hospital and Shriners Hospitals for Children|
|Home Entertainment Electronics||Bose Home Entertainment Electronics|
|Ice Cream & FroYo Shop||Ben & Jerry's Ice Cream Shop|
|International Aid Nonprofit||Food For The Poor|
|Internet Radio Service||Pandora Internet Radio|
|Investment||The Vanguard Group|
|Kids TV||Disney Junior Television Network|
|Life Insurance||AXA Life Insurance|
|Luxury Automotive||Lexus Vehicles|
|Luxury Department Store||Nordstrom Department Stores|
|Luxury Hotel||Four Seasons Hotels and Resorts|
|Major Appliances||KitchenAid Appliances|
|Media Streaming Device||Amazon Fire TV/Fire Stick|
|Mexican Restaurant||Taco Bell|
|Mid-Market Hotel||Hampton Inn & Suites|
|Military & Veteran Serving Nonprofit||Paralyzed Veterans of America|
|Multi-line Insurance||AAA Insurance|
|National Bank||Capital One|
|News Service||BBC News|
|Off-Price Retailer||TJ Maxx Stores|
|Online Auto Shopping||Kelley Blue Book (KBB.com)|
|Online Bank||Barclays Online Bank|
|Online Home Search||Zillow.com|
|Online Job Search||Indeed.com|
|Online Travel Service||TripAdvisor|
|Package Delivery||UPS (United Parcel Service)|
|Pay Cable TV Network||HBO Television Network|
|Pizza Chain||Blaze Pizza|
|Premium Hotel||Marriott Hotels|
|Property and Casualty Insurance||GEICO Auto & Home Insurance|
|Real Estate Agency||Berkshire Hathaway HomeServices|
|Rental Car||Enterprise Rent-A-Car|
|Sandwich Shop||(TIE) Panera and Subway|
|Smartphone||Apple iPhone Smartphones|
|Smartwatch||ASUS ZenWatch Smartwatch|
|Social Networking Site||YouTube|
|Social Services Nonprofit||Ronald McDonald House Charities|
|Sporting Goods Store||DICK'S Sporting Goods|
|Sports TV||ESPN Television Network|
|Super Regional Bank||BB&T Bank|
|Tablet Computer||Apple iPad Tablets|
|TV Network||PBS Television Network (Public Broadcasting Service)|
|TV News||The Weather Channel|
|Upscale Hotel||Courtyard Marriott|
|Value Airline||Southwest Airlines|
|Video Streaming Subscription||Netflix|
|Virtual Personal Assistant||(TIE) Amazon Alexa and Apple Siri|
|Wireless Carrier||Verizon Wireless|
|Youth Nonprofit||Reading Is Fundamental (RIF)|
The 2018 Harris Poll EquiTrend Study is based on a sample of 77,031 U.S. consumers ages 15 and over surveyed online, in English, between January 3 and February 15, 2018. The survey took an average of 30 minutes to complete. The total number of brands rated was 3,015. 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. We work with clients in three primary areas; building a twenty-first-century corporate reputation, crafting brand strategy and performance tracking, and earning organic media through public relations research. Our mission is to provide insights and advisory to help leaders make the best decisions possible.
The Harris Poll EquiTrend results disclosed in this release may not be used for advertising, marketing or promotional purposes without the prior written consent of Harris Poll.
Distracted driving remains a problem in Canada and The Travelers Institute has released new data today from a recent study, attempting to shed more light on the issue.
New survey results were shared today as part of the Every Second Matters symposium series, which launched today to educate Canadians about safety behind the wheel. The education campaign is a partnership between the Economic Club of Canada, the National Safety Council, the Road to Zero Coalition and the Insurance Brokers Association of Ontario.
The education campaign includes the results of a new survey conducted by The Harris Poll of over 900 Canadian drivers, detailing some reasons why people continue to use their phones while driving.
The poll conducted 37% of Canadian drivers use a mobile device to communicate while driving, with the top reasons cited as follows:
- 31 per cent feel compelled to communicate by phone call or text while driving because of family obligations that require constant attention.
- 27 per cent do not want to miss something important.
- 14 per cent always want to be available for work.
Read more at iPhoneinCanada.ca
Efforts to abolish net neutrality were widely backed by the telecommunications industry, but criticized by both the tech industry and customer advocacy groups. In theory, the principle was put in place to keep large internet service providers like AT&T and Verizon from arbitrarily slowing down user connections. One common concern is ISPs blocking or slowing down user's access to competing services or offering preferential treatment to certain companies.
Nonprofits like NYC Mesh have begun installing antennas all over New York City to offer New Yorkers a "community-owned" wireless network with unfettered access to the internet.
Supporters of the net-neutrality repeal, however, argue that the internet isn't neutral now and increasing competition among ISPs will aid in keeping telecom giants from further monopolizing the internet bandwidth market. Although the idea of AT&T subjectively blocking certain types of traffic is troubling, proponents insist creating a vibrant competitive market will ultimately stop those kinds of bad practices.
Nonetheless, the FCC's decision has triggered legal challenges in several states and a coalition of 22 state attorneys general have already filed a lawsuit to stop the FCC's vote. Oregon state and Washington have enacted net neutrality laws and governors in about four states — Hawaii, New Jersey, New York and Vermont — have signed executive orders sustaining the principle.
Recently, The Harris Poll found that while over 9 in 10 Americans (92%) say the internet should be accessible to everyone, Americans are largely split on the basic principles of net neutrality. Just over half (55%) say big companies should be able to pay for their content to load faster for certain users.
In the 1970s, Bill Gates and Steve Ballmer revolutionized operating system software. Thirty years later, Mark Zuckerberg helped pioneer social networking. So what’s the latest generation of Harvard tech entrepreneurs up to? Looking to cash in on cryptocurrency, of course. Sign of the times.
Bushra Hamid, the 19-year-old daughter of Syrian immigrants, has teamed up with three schoolmates to form Plympton Capital, a hedge fund for investing in digital currencies. Hamid says they aim to launch in six to eight weeks, starting with $1 million. Plympton, named for a street in Cambridge, Massachusetts, has already raised $700,000 from friends and family.
“We don’t necessarily know a lot,” when it comes to the ins and outs of Wall Street, Hamid said, but when it comes to crypto, “they have full trust in us.”
While many tech-savvy individual investors have long dabbled in cryptocurrencies, funds became interested in the last few years. About 226 have opened so far, most of them within the past year, managing as much as $5 billion in capital, according to Autonomous Research LLP.
Current Plympton investors say the team has what it takes to succeed.
Read more at Bloomberg.
Here’s one way to trash your sex life.
Littering is the biggest turnoff for environmentally-conscious singles, according to a new Zoosk survey released ahead of Earth Day.
The dating site polled 5,100 men and women looking for love to see how protecting the planet factors into someone’s attractiveness, and 78% of people said they want to date someone who cares about the environment. So tossing garbage onto the ground is a deal-breaker for almost three in four (74%) of them. And that sustainable sin was followed by unnecessarily wasting food (32%), leaving the lights on (17%) and not recycling (17%).
Ninety-two percent of Americans are worried about the future of our planet, according to a recent Harris Poll. And millennials are particularly concerned, with nearly three quarters (72%) of people aged 18 to 34 suffering “ecoanxiety” — including racing thoughts, sleep problems and a feeling of uneasiness — from watching, hearing and/or reading negative news stories about the environment.
Read more at Moneyish.