Consumers Big on Kisses: Harris Poll

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Consumers Big on Kisses: Harris Poll

02/24/2010
According to the 2010 results of EquiTrend, an annual brand equity study from global market research firm Harris Interactive, Hershey’s Kisses rated the highest of over 1,000 brands across 42 categories. Several other comfort food brands also ranked high, among them M&Ms, Hershey Bar, Oreo Cookies and Snickers, with the remaining brands in the top 25 representing icons of quality within their respective categories, including Coca-Cola, Duracell, Kleenex and Hallmark.

“Even in a time of economic turmoil, consumers remind us that those brands that have consistently delivered on their promise are those that are rewarded with long-term equity,” said Jeni Lee Chapman, EVP, global brand and communication consulting at New York-based Harris Interactive. “It’s been a tough year for marketers as they carefully manage their brand investments and strive to protect their long-term equity. The EquiTrend data indicates consistency and strength, despite the recession, for those brands that have not wavered from their promise.”

The top 25 brands according to the study are as follows:

  1. Hershey’s Kisses Chocolate Candy
  2. M&M Plain Chocolate Candy
  3. Hershey’s Milk Chocolate Candy Bars
  4. Google.com
  5. Duracell Batteries
  6. Reese’s Peanut Butter Cups Chocolate Candy
  7. Heinz Ketchup
  8. Kleenex Facial Tissues
  9. Oreo Cookies
  10. Neosporin Ointment
  11. Cheerios Cereal
  12. Ritz Crackers
  13. Kraft Foods, Inc.
  14. Arm & Hammer Baking Soda
  15. Campbell’s Soups
  16. Snickers Chocolate Candy
  17. Coca-Cola
  18. Sharpie
  19. Dawn Dish Detergent
  20. Johnson & Johnson
  21. Energizer Batteries
  22. UPS
  23. Hershey’s Chocolate Chips
  24. M&M Peanut Chocolate Candy
  25. Hallmark Greeting Cards

The lowest-rated brands in the study were those of cigarettes, online dating sites, online universities and the financial sector. “A common theme for those brands that are suffering from a loss in trust will be their ability to connect with their customers in a relevant way — and that will require showing they are really listening to them, and are addressing their concerns and needs at both the product level and in how they market their products,” said Harris Interactive SVP, business and industrial Carol Gstalder.

The EquiTrend study evaluates such measures as equity, customer connection, commitment, energy, brand behavior, brand advocacy, and trust. Equity provides an understanding of a brand’s overall strength and is determined by a calculation of familiarity, quality and purchase consideration.

This year’s study was conducted online among 19,708 U.S. consumers ages 15 and over between Jan. 12 and Jan. 21. The total number of brands rated was 1,151. Each respondent was asked to rate a total of 60 randomly selected brands, and each brand received about 1,000 ratings.