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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."
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