03.29.12
The 2012 Harris Poll EquiTrend (EQ) study has assessed 1500 brandsacross more than 127 product categories toidentifying 15 that have flexed their staying power "muscle" year after year and ranked No. 1in their respective categories every year since 2005, when the current EquiTrend methodology began.
On the list are "mega-brands" that in essence came to define their respective categories, for example Coca-Cola, Craftsman, Gatorade, HBO, and Life Savers. They have significant staying power because each brand consistently delivers on its brand experience and remains relevant to today's consumers, according to the study.
According to Aron Galonsky, SVP for Harris Interactive's Brand and Communication Consulting group,top 15 brands “have consistently found a way to remain relevant and valuable to the consumer.”
“It's not surprising why these perennial leaders continue stay on top.They continually deliver a consistent and balanced brand experience, year after year, that really resonates with the consumer,” he said.
Unfortunately, there's not a beauty/personal care or household brand in that elite 15.
Although brand equity is generally slow moving, strong brands, once established, will typically maintain their brand momentum, according to Harris Interactive.For example, this year, Apple's iPhone continued its rise and became one of the top technology brands in EquiTrend.Other brands with strong year-over-year performance that garnered them a 2012 "Brand of the Year" distinction include Physicians Formula Cosmetics.
Within each respective category, the strongest brand rose to the top and based on their Equity Score, brands were ranked in ascending order.This year 127 brands became a "Brand of the Year."
Here are the year's highest ranked brands in each award category, within in the household and personal care space:
Health & Beauty Products/Mass-Market Cosmetics: Physicians Formula
Health & Beauty Products/Prestige Cosmetics: Origins Cosmetics
Health & Beauty Products/Sun Screen: Neutrogena Suncare
Household Products Other/Household Cleaner: Lysol All Purpose Cleaner
Retail/Department Store: Kohl's
Retail/Luxury Department Store: Nordstrom's
Retail/Drug Store: Walgreen's Drugstores
Retail/ Retail Store: Target Stores
More info: www.harrisinteractive.com