Several high-profile housewares names were included among the “Brands of the Year” in the 2015 Harris Poll EquiTrend Study.
In the Household category, Dyson was named the top vacuum cleaner brand, KitchenAid was tops in small kitchen appliances and Keurig was the top brand in the single-serve coffeemaker segment.
“Brands that build and keep their promise over time— and develop strong differentiation— stay relevant for the long term,” said Joan Sinopoli, vp/brand solutions at Harris Poll. “Strong equity has value and can sustain companies through hard times.”
Top brands in the Retail category were Kohl’s, department store; The Home Depot, hardware & home store; Lord & Taylor, luxury department store; Target, mass merchandiser; Staples, office supply store; Dollar Tree, value store; Costco, warehouse club; Amazon.com, e-retailer; Kohls.com, online department store; Target.com, online mass merchandiser; Staples.com, online office superstore.
The EquiTrend Brand Equity Index is comprised of three key factors— Familiarity, Quality and Consideration— that result in a Brand Equity rating for each brand. Brands that rank highest in Equity receive the Harris Poll EquiTrend “Brand of the Year” award for their category. For this, the 27th annual study, more than 38,000 consumers assessed more than 1,400 brands across 148 categories.