New Study on Brand Equity

A new study released from Harris Interactive releases the results of a study that has tracked brand equity for 28 years. It measured 1000 brand over 39 categories on the following categories: familiarity, quality, purchase consideration, brand expectations, distractive ness and trust. This study also had a built-in factor that could consider the importance of word of mouth when noting brand equity. The top ten 2008 winners were:

Rank Brand Brand Overall Equity Score
1. Heinz Ketchup 79.27
2. M&M Plain Chocolate Candy 77.79
3. Hershey’s Milk Chocolate Candy Bars 77.51
4. Hershey’s Kisses Chocolate Candy 77.20
5. Duracell Batteries 76.75
6. Cheerios Cereal 76.53
7. Discovery Channel 76.17
8. Kraft Foods, Inc 75.93
9. Kleenex Facial Tissues 75.57
10. Neosporin Ointment 75.54