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Brands with Staying Power



Published February 1, 2013
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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.


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