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Harris Poll Ranks Brand Equity in Household Cleaner Category

January 31, 2013

The Harris Poll EquiTrend annual study has revealed which household brands Americans rank highest in brand equity, and the study’s cleaner brand of the year is Lysol All-Purpose Cleaner.
The survey includes more than 38,000 Americans and measures their levels of quality, familiarity, and purchase consideration with studied brands—1,500 of them.

Lysol All Purpose leads in brand equity, according to Harris.

Interestingly, quality is the area where most of this year’s top household brands ranked the highest, showing how much product quality matters, said Harris.

“In addition to quality—which is a ‘here and now’ metric—we measure forward-facing components to understand where a brand is going,” said Aron Galonsky, SVP at Harris Interactive.

According to Harris, the category average was 64.28. Lysol scored 70.75 and Clorox was 70.24 (see chart for other brands). Those below the average included Clorox Green Works, Martha Stewart all purpose Cleaner, Seventh Generation and Fantastik.

The study, which was conducted online from Jan. 31 through Feb. 20, 2012, analyzed the responses of more than 38,500 consumers on key measures of brand health—like how well the public knows a brand, how positively they think of the brand and their consideration to do business with or donate to a brand. Each brand is rated 1,000 times among respondents who are familiar with the brand.
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