Breaking News

Brands with Staying Power

February 1, 2013

The 2012 Harris Poll EquiTrend (EQ) study has assessed 1,500 brands across more than 127 product categories to identify 15 that have flexed their staying power “muscle” year after year and ranked No. 1 in 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, like Coca-Cola, Craftsman, Gatorade 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, the 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.

The box below outlines the highest ranked brands in each award category within the household and personal care space, according to the study.
blog comments powered by Disqus
  • A Facial Bar Grows in Brooklyn

    A Facial Bar Grows in Brooklyn

    Christine Esposito, Associate Editor||October 24, 2016
    With three doors in Canada, Blitz Facial Bar opens its first US location in one of the hippest areas of New York.

  • Free and Clear

    Free and Clear

    Melissa Meisel, Associate Editor||October 17, 2016
    OY-L aims for zero-chemical skin care.

  • Coming Clean on a Host of Issues

    Coming Clean on a Host of Issues

    October 17, 2016
    Cleaning Products Conference is set for Nov. 9-11, 2016 in Washington DC.

  • Skin Care of One’s Own

    Skin Care of One’s Own

    Christine Esposito, Associate Editor||October 3, 2016
    Nu Skin’s ageLOC Me—which melds the worlds of smart-phone technology, efficacious ingredients and personalization

  • Proof Positive

    Proof Positive

    Christine Esposito, Associate Editor||October 3, 2016
    Testing service providers enable companies to back up their claims and stay in compliance with regulations.

  • Change Is in the Air

    Change Is in the Air

    Doreen Wang, BrandZ ||October 3, 2016
    Technology is changing the personal care market