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Reynolds Wrap Aluminum Foil Ranks #1 in Overall Brand Equity
Harris Interactive releases its Spring 2005 EquiTrend Brand Study
ROCHESTER, N.Y. – June 23, 2005 –Harris Interactive? today released the 2005 edition of EquiTrend?, a unique brand quality and equity measurement and comparison tool for over 1,100 brands in 35 categories. The newest results rank Reynolds Wrap Aluminum Foil as the number one brand in overall brand equity, followed closely by Ziploc Food Bags, Heinz Ketchup, and Hershey’s Milk Chocolate Candy Bars.
The study measures brand equity using the following five key measures:
-Familiarity
-Quality
-Purchase Intent
-Brand Expectations
-Distinctiveness
"Most important to our clients is EquiTrend’s capability of dynamically measuring brand health and allowing an intuitive comparison of brands across product categories," said Deanna Wert, vice president of the Harris-Wirthlin Brand Strategy Consulting Practice at Harris Interactive.
TABLE 1
Top Ten Scoring Brands for Overall Brand Equity
(Among 1,104 brands)
Brand
| Rank
| Equity*
| Quality
| Familiarity
%**
| Purchase Intent
| Brand Expectations
| Distinctiveness
| Reynolds Wrap Aluminum Foil
| 1
| 82.4
| 8.45
| 96
| 9.03
| 7.80
| 6.39
| Ziploc Food Bags
| 2
| 80.7
| 8.26
| 97
| 8.95
| 7.63
| 6.18
| Heinz Ketchup
| 3
| 79.6
| 8.22
| 97
| 8.62
| 7.34
| 6.28
| Hershey's Milk Chocolate Candy Bars
| 4
| 79.0
| 8.29
| 97
| 8.44
| 7.48
| 6.39
| Chiquita Bananas
| 5
| 78.6
| 8.28
| 91
| 8.70
| 7.32
| 5.52
| Kraft
| 6
| 78.5
| 8.02
| 97
| 8.66
| 7.30
| 6.14
| Campbell’s Soups
| 7
| 78.3
| 7.95
| 97
| 8.58
| 7.04
| 6.11
| WD-40 Spray Lubricant
| 8
| 78.2
| 8.45
| 93
| 8.61
| 7.67
| 6.75
| Duracell Batteries
| 9
| 78.2
| 8.20
| 97
| 8.60
| 7.39
| 6.03
| Neosporin Ointment
| 10
| 78.0
| 8.46
| 89
| 8.56
| 7.51
| 6.43
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Equity is a combination of the Quality, Familiarity and Purchase Intent variables, calculated by:
1. Rescale Purchase Intent on a scale of 0-10
2. Weighted Familiarity* is then multiplied by the mean of Quality and Purchase Intent
3. The result is indexed from 1-100
(*Familiarity weights: 5 = 1; 4 = .9; 3 = .8) **Percent of respondents who indicated they were (Top 3 Box) somewhat, very or extremely familiar with a brand.
Methodology Harris Interactive conducted the online survey among a nationwide cross section of 27,064 consumers aged 15 and over between April 8 and April 22, 2005. The total number of brands rated was 1,104, which includes 177 media brands (print and broadcast). Each respondent was asked to rate a total of 80 brands, including 20 core brands (rated by the total sample) and 60 randomly selected brands. Each brand received approximately 1,200 ratings. Brands were randomized so brands did not always appear in the same order on the screen. Figures for age, sex, race, education, income, presence of children (under 18 years old) in the household and geographic region were weighted to align them with their actual proportions in the population. Propensity score weighting was also used to adjust for respondents’ propensity to be online.
For more details and results of this study, go to http://www.brandweek.com/ where the BRANDWEEK Superbrands 2005 report has been published.
About Harris Interactive? Harris Interactive Inc. ( http://www.harrisinteractive.com/), the 15th largest and fastest-growing market research firm in the world, is a Rochester, NY-based global research company that blends premier strategic consulting with innovative and efficient methods of investigation, analysis and application. Known for The Harris Poll? and for pioneering Internet-based research methods, Harris Interactive conducts proprietary and public research to help its clients achieve clear, material and enduring results.
Harris Interactive combines its intellectual capital, databases and technology to advance market leadership through its U.S. offices and wholly owned subsidiaries, HI Europe in London ( www.hieurope.com), Novatris in Paris ( http://www.novatris.com/), and through an independent global network of affiliate market research companies. EOE M/F/D/V.
Press Contacts: Nancy Wong
Harris Interactive
585-214-7316
Kelly Gullo
Harris Interactive
585-214-7172
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