The Harris Poll Announces This Year’s Brands of the Year

The Harris Poll’s 31st annual EquiTrend Study reveals the strongest brands across the media, travel, financial, automotive, entertainment, retail, restaurant, technology, household and nonprofit industries, based on consumer response. 

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.

Industry

Award Name

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 Chicken Restaurant Chick-fil-A
Restaurants Coffee Shop (TIE) Krispy Kreme/Dunkin’ Donuts
Restaurants Delivery Apps UberEats
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 Mass Retailer Amazon
Retail Pet Supply Store Pet Supplies Plus
Retail Pharmacy Walgreens
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

 

Methodology

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