Neosporin, Dawn, J&J Keep Their Promises

Harris Interactive has released the 2010 results of EquiTrend, its annual brand equity study that measures more than 1,000 brands across 42 categories.

While consumers are sweet on candy—Hershey’s Kisses was the highest rated brand in the entire survey—a few HBA items were ranked in the top 25. They included: Neosporin Ointment (No. 10), Dawn Dish Detergent (No. 19) and Johnson & Johnson (No.20).

Tide Liquid was the highest ranked laundry detergent, one of the specific categories broken out by Harris Interactive.

The study evaluates measures including equity, customer connection, commitment, energy, brand behavior, brand advocacy and trust. According to Harris, the keystone to the program is equity, which provides an understanding of a brand’s overall strength and is determined by a calculation of familiarity, quality and purchase consideration.

“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, executive vice president, global brand and communication consulting at 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.”