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Online Streaming Entertainment Providers Are Rapidly Building Brand Equity, According to the 2014 Harris Poll EquiTrend® Study

Netflix and Pandora experience significant increases in brand equity over the past two years, with Android and iPad showing similar trends in brand momentum

NEW YORK, March 12, 2014 /PRNewswire/ -- Brands associated with delivering the entertainment content we want, when we want, are rapidly increasing their brand equity, according to findings from the 2014 Harris Poll EquiTrend® (EQ). An examination of the 100 highest rated brands for 2014 shows brands that enable consumers to personalize their entertainment content and scheduling are growing their equity at a faster rate than brands in other categories.  Netflix increased at the fastest rate among the Top 100 measured brands over the last two years (2012 to 2014) and Pandora Internet Radio also showed impressive equity growth over the past two years, with the 4th-highest rate of equity growth among the Top 100 brands within that period. More than 1,500 brands were assessed across 170 categories this year – from automotive to department stores – on the Harris Poll EquiTrend Brand Equity Index, which is comprised of three key factors: Familiarity, Quality and Purchase Consideration. 

Findings from the 26th annual study show that not just streaming entertainment brands, but the devices and operating systems that enable them, are among those most aggressively accumulating equity over the last two years.  Android and Apple (both its iPads and its computers) are also among the top 10 brands experiencing aggressive equity increases.  Amazon once again holds the highest brand equity score in the study and retains its e-Retailer Brand of the Year distinction...and it is now heavily promoting its Amazon Instant Video and Prime Instant Video services.  

"Brand equity is not a measure that is typically subject to strong year-over-year vacillation; the growth curve is generally slow and steady," said Joan Sinopoli, Senior Vice President and Solutions Consultant at Nielsen Consumer Insights (formerly Harris Interactive).  "Netflix is a market disruptor: it addressed a consumer need for convenience and variety when it took on brick-and-mortar video stores.  Since then, the brand stumbled with its fee restructuring, took corrective action to restore consumer trust, and is taking advantage of the trend toward individualized entertainment.  It's now embarking on developing its own content, such as House of Cards."

"Something else these brands have in common is their ability to connect on a very deep level with the consumers they seek to attract," noted Sinopoli.  "They are all brands that consumers are passionate about—witness the continuing standoff between Android, which has become a strong brand all on its own, and the Apple products fueled by iOS; both the systems themselves and the products which run them inspire passion and debate among their followers.  Which system you choose becomes a reflection of who you are and how you see yourself."

So has America become so "wired" that it has lost its softer side?  EquiTrend results suggest not.  Multiple Hershey brands, including Hershey Kisses and Reese's Peanut Butter Cups, multiple M&M brands as well as Oreo cookies, occupy six out of the 10 top overall positions in the EquiTrend Brand Equity Index, and the classic Hershey's Milk Chocolate Candy Bar also acquired equity at an unusually fast pace over the last two years.  Are these odd bedfellows with the individual entertainment brands?  Not so, according to Sinopoli.  "After all," she notes, "you have to eat something while bingeing your favorite series."

2014 Harris Poll EquiTrend – Brands of the Year 
Harris Poll EquiTrend is an annual brand equity study that measures and compares the brand health of more than 1,500 unique brands across 170 categories. It evaluates consumers' engagement and offers a complete diagnostic of a brand's position within and outside of its industry.  Besides Brand Equity (comprised of Familiarity, Quality and Consideration), the study also provides subscribers with insight into various aspects of consumer engagement including Consumer Connection, Brand Momentum, Advocates/Saboteurs, Users/Non-Users and Co-Branding analysis.  Brands that rank highest in Equity receive the Harris Poll EquiTrend "Brand of the Year" award (2014 study rankings).

2014 Harris Poll EquiTrend Brands of the Year include:

Category

Award Category

2014 Brand of the Year

Automotive

Online Auto Shopping

Kelley Blue Book (KBB.com)

Automotive-Manufacturers

Full Line Automotive

Honda Vehicles

Automotive-Manufacturers

Luxury Automotive

Mercedes-Benz Vehicles

Automotive-Manufacturers

Motorcycle

Ducati Motorcycles

Automotive-Manufacturers

Recreation Vehicle

Airstream Recreational Vehicles

Automotive-Service Centers

Auto Service Center

Discount Tire

Automotive-Supplier

Car Audio

Bose In-Vehicle Audio

Automotive-Supplier

Tire

Michelin Tires

Category

Award Category

2014 Brand of the Year

Financial Services - Bank

National Bank

CHASE Bank

Financial Services - Bank

Super Regional Bank

PNC Bank

Financial Services - Insurance

Insurance-Life

USAA Financial Services

Financial Services - Insurance

Insurance-Property & Casualty

AAA Insurance

Financial Services - Investment

Discount Brokerage

Fidelity Investments Financial Services

Financial Services - Investment

Investment

The Vanguard Group

Financial Services - Payment Card

Payment Card

Visa

Financial Services - Tax

Tax Preparation

TurboTax

Category

Award Category

2014 Brand of the Year

Food/Beverage-Beer

Beer

Blue Moon Beer

Food/Beverage-Beer

Light Beer

Sam Adams Light

Food/Beverage-Candy

Chocolate Candy

Hershey's Milk Chocolate Candy Bars

Food/Beverage-Candy

Non-Chocolate Candy

Reese's Pieces Candy

Food/Beverage-Candy

Premium Chocolate

Ghirardelli Chocolate

Food/Beverage-Coffee

Coffee

Dunkin' Donuts Ground Coffee

Food/Beverage-Energy Drink

Energy Drink

Full Throttle Energy Drink

Food/Beverage-Fruit Drink

Fruit Flavored Drink

Kool-Aid

Food/Beverage-Fruit Drink

Fruit Juice

Bolthouse Farms Juice

Food/Beverage-Salty Snacks

Potato Chip

Lay's Chips

Food/Beverage-Salty Snacks

Pretzel

Snyder's of Hanover Pretzels

Food/Beverage-Salty Snacks

Tortilla Chip

Doritos Chips

Food/Beverage-Snacks

Popcorn

Orville Redenbacher's Popcorn

Food/Beverage-Soft Drink

Diet Soft Drink

Diet Coke

Food/Beverage-Soft Drink

Soft Drink

Coca-Cola

Food/Beverage-Tea

Hot Tea

Lipton Tea

Food/Beverage-Water

Bottled Water

Ice Mountain Bottled Water

Foods/Beverage

Cookie

Oreo Cookies

Foods/Beverage

Frozen Pizza

Jack's Frozen Pizza

Foods/Beverage

Ice Cream

Häagen Dazs Ice Cream

Foods/Beverage

Yogurt

Dannon Yogurt

Category

Award Category

2014 Brand of the Year

Health & Fitness

Health & Fitness Club

Life Time Fitness

Health & Fitness

Sun Screen

Neutrogena Suncare

Health & Fitness

Health Insurance

Blue Cross and Blue Shield

Health & Fitness

Health Information Website

MayoClinic.org

Category

Award Category

2014 Brand of the Year

Household

Household Cleaner

Lysol All Purpose Cleaner

Household

Paint

KILZ

Household

Power Tool

Craftsman Tools

Household

Vacuum Cleaner

Dyson Vacuum

Household

Window Covering

Hunter Douglas Blinds & Shades

Household

Online Job Search

Indeed.com

Household

Major Appliance

KitchenAid Appliances

Household

Single Serve Coffee Maker

Keurig Single Serve Coffee Maker

Household

Small Kitchen Appliance

KitchenAid Small Appliances

Household

Greeting Card

Hallmark Greeting Cards

Household

Cat Food

Hill's Science Diet Cat Food

Household

Dog Food

Blue Buffalo Dog Food

Household

Real Estate Agency

Berkshire Hathaway HomeServices Real
Estate

Household

Online Home Search

Homes.com

Category

Award Category

2014 Brand of the Year

Media

Video Streaming Subscription

Netflix

Media-Magazine

Women's Magazine

MORE Magazine

Media-News service

News Service

National Public Radio (NPR)

Media-Television

Factual Entertainment TV

H2 Television Network

Media-Television

General Entertainment TV

AMC Television Network (American Movie
Classics)

Media-Television

Kids' TV

PBS KIDS Television Network

Media-Television

Late Night Talk Show

The Daily Show with Jon Stewart

Media-Television

Music TV

GAC (Great American Country)

Media-Television

Pay Cable TV Network

HBO Television Network

Media-Television

Sports TV

ESPN Television Network

Media-Television

TV Network

PBS Television Network (Public Broadcasting
Service)

Media-Television

TV News

The Weather Channel

Category

Award Category

2014 Brand of the Year

Non-Profit Corporations

Animal Welfare Non-Profit

PetSmart Charities

Non-Profit Corporations

Disability Non-Profit

National Down Syndrome Society

Non-Profit Corporations

Environmental Non-Profit

The Nature Conservancy

Non-Profit Corporations

Health Non-Profit

St. Jude Children's Research Hospital

Non-Profit Corporations

International Aid Non-Profit

Doctors Without Borders/Medecins Sans
Frontieres (MSF)

Non-Profit Corporations

Social Services Non-Profit

Ronald McDonald House Charities

Non-Profit Corporations

Veterans Association Non-Profit

Wounded Warrior Project

Non-Profit Corporations

Youth Non-Profit

Girl Scouts of the USA

Category

Award Category

2014 Brand of the Year

Over-the-Counter Products

OTC Children's Pain Relief

Children's Advil

Over-the-Counter Products

OTC Cold / Allergy

Benadryl

Over-the-Counter Products

OTC Digestive Aid

TUMS

Over-the-Counter Products

OTC Fiber Supplement

Citrucel

Over-the-Counter Products

OTC Laxative

Peri-Colace

Over-the-Counter Products

OTC Pain Relief

Tylenol Pain Reliever

Over-the-Counter Products

OTC Sleep Aid

Advil PM

Category

Award Category

2014 Brand of the Year

Retail

Online Computer Retailer

Microsoft.com

Retail

Online Department Store

Kohls.com

Retail

Online Mass Merchandiser

Costco.com

Retail

Online Office Supplies

Staples.com

Retail

Gift Basket

Harry & David

Retail

Gasoline

Costco Gasoline

Retail

Convenience Store

Wawa Convenience Store

Retail

Department Store

Kohl's Department Stores

Retail

Discount Shoes Store

DSW Shoes

Retail

Hardware & Home Store

The Home Depot

Retail

Jeweler

Tiffany & Co.

Retail

Luxury Department Store

Nordstrom Department Store

Retail

Mass Merchandiser

Target Stores

Retail

Office Supply Store

Staples Stores

Retail

Off-Price Retailer

Ross Stores

Retail

Pharmacy

CVS Pharmacy

Retail

Sporting Goods Store

Cabela's

Retail

Value Store

Dollar Tree

Retail

Warehouse Club

Costco

Retail

E-Retailer

Amazon.com

Retail Store-Grocery

Midwest Region Grocery Store

Hy-Vee

Retail Store-Grocery

Northeast Region Grocery Store

Wegmans

Retail Store-Grocery

South Region Grocery Store

Publix

Retail Store-Grocery

West Region Grocery Store

Costco (Groceries)

Apparel/Accessories

Sporting Apparel

Nike Sports Apparel

Apparel/Accessories

Running Shoe

Merrell Running Shoes

Apparel/Accessories

Outdoor Wear

Columbia Outdoor Wear

Category

Award Category

2014 Brand of the Year

Tech

Gaming Console

Microsoft Xbox 360

Tech

Video Game Series

Super Mario Video Games

Tech

Computer Manufacturer

Apple Computers

Tech

Printing & Imaging

HP Printing & Imaging

Tech

Tablet Computer

Apple iPad Series Tablet

Tech

Consumer Electronics

Samsung Home Electronics

Tech

Digital Camera

Canon Digital Camera

Category

Award Category

2014 Brand of the Year

Telecommunications

Mobile Network

Verizon Mobile Network

Telecommunications

Mobile Phone

Apple iPhone

Telecommunications

Pre-Paid Mobile Carrier

Verizon Wireless (no contract wireless
service)

Category

Award Category

2014 Brand of the Year

Travel/Entertainment

Online Travel Service

Expedia.com

Travel/Entertainment-Airlines

Full Service Airline

Alaska/Horizon Airlines

Travel/Entertainment-Airlines

Value Airline

Southwest Airlines

Travel/Entertainment-Casinos

Las Vegas Casino

The Venetian Casino, Las Vegas

Travel/Entertainment-Cruise Line

Cruise Line

Disney Cruise Line

Travel/Entertainment-Hotels

Economy Hotel

Americas Best Value Inn

Travel/Entertainment-Hotels

Extended Stay Hotel

Homewood Suites by Hilton

Travel/Entertainment-Hotels

Full Service Hotel

Marriott Hotels

Travel/Entertainment-Hotels

Luxury Hotel

Omni Hotels & Resorts

Travel/Entertainment-Hotels

Mid-Market Hotel

Hampton Inn & Suites

Travel/Entertainment-Movie Theaters

Movie Theater

Regal Cinemas

Travel/Entertainment-Restaurants

Burger Restaurant

Dairy Queen

Travel/Entertainment-Restaurants

Casual Dining Restaurant

IHOP (International House of Pancakes)

Travel/Entertainment-Restaurants

Chicken Restaurant

Chick-fil-A

Travel/Entertainment-Restaurants

Coffee & Quick Service
Restaurant

Dunkin' Donuts Stores

Travel/Entertainment-Restaurants

Fast Casual Mexican Restaurant

Chipotle Mexican Grill

Travel/Entertainment-Restaurants

Italian Dining Restaurant

Maggiano's Little Italy Restaurant

Travel/Entertainment-Restaurants

Pizza Chain

Pizza Hut

Travel/Entertainment-Restaurants

Sandwich Shop

Subway

Travel/Entertainment-Sports

Sports League

NFL (National Football League)

Harris Poll EquiTrend® Methodology
A sample of 41,806 U.S. consumers ages 15 and over were surveyed online from January 3 through January 31, 2014 and the survey took an average of 30 minutes to complete. The total number of brands rated was 1,531. Each respondent was asked to rate a total of 40 randomly selected brands. Each brand received approximately 1,000 ratings. Data were weighted to be representative of the entire U.S. population of consumers ages 15 and over based on age by sex, education, race/ethnicity, region, income, and data from respondents ages 18 and over were also weighted for their propensity to be online. Respondents for this survey were selected from among those who have agreed to participate in Harris Poll surveys. The data have been weighted to reflect the composition of the adult population. Because the sample is based on those who agreed to participate in our panel, no estimates of theoretical sampling error can be calculated.

The Brand Equity Index is the keystone to the EquiTrend program, providing an understanding of a brand's overall strength. A brand's Equity is determined by a calculation of Familiarity, Quality and Purchase Consideration. Brand of the Year is determined by a simple ranking of brands.

These statements conform to the principles of disclosure of the National Council on Public Polls.

Harris Poll EquiTrend® study results disclosed in this release may not be used for advertising, marketing or promotional purposes without the prior written consent of Harris Poll.

Product and brand names are trademarks or registered trademarks of their respective owners.

About Nielsen & The Harris Poll  
On February 3, 2014, Nielsen acquired Harris Interactive and The Harris Poll.  Nielsen Holdings N.V. (NYSE: NLSN) is a global information and measurement company with leading market positions in marketing and consumer information, television and other media measurement, online intelligence and mobile measurement. Nielsen has a presence in approximately 100 countries, with headquarters in New York, USA and Diemen, the Netherlands. For more information, visit www.nielsen.com.

Press Contact:
Corporate Communications
The Harris Poll
212-539-9600
[email protected] 

SOURCE Harris Interactive

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