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Home arrow Market Research Findings arrow Advertising and Marketing arrow Heinz Ketchup Ranks No. 1 in Overall Brand Equity, According to New Study
Heinz Ketchup Ranks No. 1 in Overall Brand Equity, According to New Study PDF Print E-mail
Written by Harris Interactive   
10 Jul 2008

Heinz Ketchup Ranks No. 1 in Overall Brand Equity, According to New Study

ROCHESTER, N.Y. – June 19, 2008 – Harris Interactive® today released the 2008 results from EquiTrend®, a 28 year brand equity study that measures more than 1,000 brands across 39 categories. EquiTrend provides insight on brands based on six base measures including: familiarity, quality, purchase consideration, brand expectations, distinctiveness and trust.

Henry John Heinz believed "To do a common thing uncommonly well brings success." Heinz Ketchup delivers on their promise, consistently performing among top brands in EquiTrend and claiming the No. 1 equity score in 2008.

2008 Overall Equity Score Winners:

Rank
 Brand
 Overall Equity Score

 
1
 Heinz Ketchup
 79.27
 
2
 M&M Plain Chocolate Candy
 77.79
 
3
 Hershey's Milk Chocolate Candy Bars
 77.51
 
4
 Hershey's Kisses Chocolate Candy
 77.20
 
5
 Duracell Batteries
 76.75
 
6
 Cheerios Cereal
 76.53
 
7
 Discovery Channel
 76.17
 
8
 Kraft Foods Inc.
 75.93
 
9
 Kleenex Facial Tissues
 75.57
 
10
 Neosporin Ointment
 75.54
 

 

Notable 2008 category winners among brands measured include:

Winner
 Category

 
U.S. Airways
 Airlines
 
Levi’s
 Apparel
 
GE
 Appliances
 
Toyota
 Automobiles
 
Johnson & Johnson
 Beauty Care
 
Yellowtail Wine
 Beer, wine, liquor
 
Coca-Cola
 Beverages
 
Hertz
 Car Rental
 
Sony Televisions
 Consumer Electronics
 
Subway
 Fast Food
 
Visa
 Financial Services
 
Neosporin
 Pharma – Over the Counter
 
Advair
 Pharma – Prescription
 
Home Depot
 Retail merchandisers
 
Microsoft
 Software
 
Craftsman
 Tools
 

This year’s EquiTrend® also includes specific questions that provide a constructive way to quantify the level of word of mouth marketing within a category and identify important demographic sub-groups who are most likely to engage in word of-mouth-marketing. The Restaurant category has the highest volume of word-of-mouth activity, followed by computer related products, foods, consumer electronics and resorts/attractions.

Carol Gstalder, Senior Vice President, Brand & Communications Consulting, Harris Interactive, said, "While there are many ways to strengthen the bonds between brands and their stakeholders, it is becoming increasingly important to understand the social networks to which stakeholders belong and how they operate, in order to proactively influence the spread of positive brand experiences and minimize the damage of negative experiences. This word-of-mouth marketing, combined with the historical brand equity tracking data in EquiTrend®, provides a new way of looking at brands and their management in the context of a highly dynamic marketplace."

Last Updated ( 10 Jul 2008 )
 
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