Quantcast
Last updated on April 20, 2014 at 21:20 EDT

Americans’ Perceptions of Luxury Brands Rising Despite Flagging Economy, Finds 2013 Harris Poll EquiTrend® Study

March 20, 2013

Harley-Davidson, MAC Cosmetics, Saks Department Stores and Starwood Hotels & Resorts Show Gains and Capture Brand of the Year Distinction in their Respective Categories

NEW YORK, March 20, 2013 /PRNewswire/ — As Americans continue to receive conflicting messages about the state of the economy and a potential upcoming recession, findings from the 2013 Harris Poll EquiTrend® (EQ) study show many luxury brands made gains in brand equity over the past year. More than 1,500 brands were assessed across over 155 categories this year, and high end companies – from auto makers to department stores – fared better than in years past in ratings based on the Harris Poll EquiTrend Brand Equity Index, which is comprised of three key factors: Familiarity, Quality and Purchase Consideration.

(Logo: http://photos.prnewswire.com/prnh/20100517/NY06256LOGO)

Findings from the 25(th) annual study show that high end automotive companies in particular received higher Brand Equity rankings than in prior years. While Mercedes-Benz took the top spot among Luxury Automotive brands for the third year in a row, five other luxury auto brands – Acura, Audi, BMW, Infiniti and Land Rover – received their highest scores ever in the study, suggesting a strong recovery in the industry at large, particularly in the high end category. Harley-Davidson Motorcycles also reached its highest score in the study’s history, at the same time regaining the top spot as the 2013 Harris Poll EquiTrend Motorcycle Brand of the Year.

“There’s been a lot of discussion in the media as to whether 2013 will bring about another recession, so it’s interesting to see equity is on the rise for luxury brands typically associated with higher discretionary income, even as other economic indicators suggest a possible downturn,” said Aron Galonsky, Senior Vice President, Brand and Communication Consulting at Harris Interactive. “This may show that after a number of years spent tightening their belts, consumers are looking to the quality and value they feel these brands provide.”

An increase in brand affinity – and potentially related sales – among higher end brands is in-line with findings from a recent Harris Poll that showed a decrease over the past few years in the number of Americans who plan to save more in the year ahead and cut back on household spending, suggesting the appeal of luxury items stayed strong even while such purchases were deferred in tough economic circumstances.

Other luxury lifestyle brands, including Saks Department Stores and MAC Cosmetics, saw increases in their scores from 2012 – and are both top ranked in their respective categories. Both brands had gains of almost 10 points (8.9 and 9.3, respectively) from the year prior. And while Starwood Hotels & Resorts topped the luxury hotel chain category, InterContinental Hotels & Resorts hit its highest score yet in that category, rising more than 13 points from its lowest score back in 2008.

“Understanding the health of your brand is a critical component in determining the business priorities for companies in any industry,” continued Galonsky. “The higher scores point to increased consumer affinity and likelihood to purchase from these companies.”

2013 Harris Poll EquiTrend Brands of the Year

    Primary Category                       Award Category                    Award Brand
    ----------------                       --------------                    -----------

    Airlines                               Full Service Airline              Alaska/Horizon Airlines
    --------                               --------------------              -----------------------

    Airlines                               Value Airline                     Southwest Airlines
    --------                               -------------                     ------------------

    Apparel/Accessories - Clothing         Sporting Apparel                  Under Armour Apparel
    ------------------------------         ----------------                  --------------------

    Apparel/Accessories - Footwear         Running Shoe                      Merrell Running Shoes
    ------------------------------         ------------                      ---------------------

    Appliances                             Coffee Maker                      Keurig Coffee Maker
    ----------                             ------------                      -------------------

    Appliances                             Major Appliance                   Kenmore Major Appliances
    ----------                             ---------------                   ------------------------

    Appliances                             Small Kitchen Appliance           Crock-Pot Small Appliances
    ----------                             -----------------------           --------------------------

    Automotive                             Car Rental                        Enterprise Rent-A-Car
    ----------                             ----------                        ---------------------

    Automotive Manufacturers               Full Line Automotive              Toyota Vehicles
    ------------------------               --------------------              ---------------

    Automotive Manufacturers               Luxury Automotive                 Mercedes-Benz Vehicles
    ------------------------               -----------------                 ----------------------

    Automotive Manufacturers               Motorcycle                        Harley-Davidson Motorcycles
    ------------------------               ----------                        ---------------------------

    Automotive Manufacturers               Recreation Vehicle                Jayco Recreational Vehicles
    ------------------------               ------------------                ---------------------------

    Automotive Service Centers             Auto Service Center               Discount Tires
    --------------------------             -------------------               --------------

    Automotive Supplier                    Car Audio                         Bose In-Vehicle Audio
    -------------------                    ---------                         ---------------------

    Automotive Supplier                    Motor Oil                         Valvoline Motor Oil
    -------------------                    ---------                         -------------------

    Automotive Supplier                    Tire                              Michelin Tires
    -------------------                    ----                              --------------

    Beverages - Beer                       Beer                              Yuengling Traditional Lager
    ----------------                       ----                              ---------------------------

    Beverages - Beer                       Light Beer                        Sam Adams Light
    ----------------                       ----------                        ---------------

    Beverages - Coffee                     Coffee                            Folgers Ground Coffee
    ------------------                     ------                            ---------------------

    Beverages - Energy Drink               Energy Drink                      Full Throttle Energy Drink
    ------------------------               ------------                      --------------------------

    Beverages - Fruit Drink                Fruit Flavored Drink              5 Alive Juice
    -----------------------                --------------------              -------------

    Beverages - Fruit Drink                Fruit Juice                       Ocean Spray Juices
    -----------------------                -----------                       ------------------

    Beverages - Soft Drink                 Diet Soft Drink                   Sprite Zero
    ----------------------                 ---------------                   -----------

    Beverages - Soft Drink                 Soft Drink                        Coca-Cola
    ----------------------                 ----------                        ---------

    Beverages - Tea                        Bottled Iced Tea                  AriZona Bottled Tea
    ---------------                        ----------------                  -------------------

    Beverages - Tea                        Hot Tea                           Lipton Teas
    ---------------                        -------                           -----------

    Beverages - Water                      Bottled Water                     Deer Park Bottled Water
    -----------------                      -------------                     -----------------------

    Casinos                                Las Vegas Casino                  Bellagio Casino, Las Vegas
    -------                                ----------------                  --------------------------

    Computer-Related Products              Computer                          Apple Computers
    -------------------------              --------                          ---------------

    Computer-Related Products              Printer                           HP Printing & Imaging
    -------------------------              -------                           ---------------------

    Computer-Related Products              Tablet Computer                   Apple iPad Series (Tablet)
    -------------------------              ---------------                   -------------------------

    Cruise Line                            Cruise Line                       Norwegian Cruise Line
    -----------                            -----------                       ---------------------

    Electronics                            Consumer Electronics              Sony Home Electronics
    -----------                            --------------------              ---------------------

    Electronics                            Digital Camera                    Canon Digital Camera
    -----------                            --------------                    --------------------

    Electronics                            GPS Navigation System             Garmin Navigation System
    -----------                            ---------------------             ------------------------

    Entertainment/Recreation               Gaming Console                    Microsoft Xbox 360
    ------------------------               --------------                    ------------------

    Entertainment/Recreation               Video Streaming App               YouTube
    ------------------------               -------------------               -------

    Financial Services - Bank              National Bank                     CHASE Bank
    -------------------------              -------------                     ----------

    Financial Services - Bank              Super Regional Bank               Ally Bank
    -------------------------              -------------------               ---------

    Financial Services - Insurance         Insurance                         USAA Financial Services
    ------------------------------         ---------                         -----------------------

    Financial Services - Investment        Investment                        Fidelity Investments Financial Services
    -------------------------------        ----------                        ---------------------------------------

    Financial Services - Payment Card      Payment Network                   Visa
    ---------------------------------      ---------------                   ----

    Primary Category                       Award Category                    Award Brand
    ----------------                       --------------                    -----------

    Foods                                  Cookie                            Oreo Cookies
    -----                                  ------                            ------------

    Foods                                  Energy Bar                        Clif Energy Bars
    -----                                  ----------                        ----------------

    Foods                                  Yogurt                            Yoplait Yogurt
    -----                                  ------                            --------------

    Foods - Candy                          Chocolate Candy                   Reese's Peanut Butter Cups Chocolate Candy
    -------------                          ---------------                   ------------------------------------------

    Foods - Candy                          Gum                               Extra Gum
    -------------                          ---                               ---------

    Foods - Candy                          Non-Chocolate Candy               Life Savers Candy
    -------------                          -------------------               -----------------

    Foods - Candy                          Premium Chocolate                 Ghirardelli Chocolate
    -------------                          -----------------                 ---------------------

    Foods - Snacks                         Popcorn                           Orville Redenbacher's Popcorn
    --------------                         -------                           -----------------------------

    Foods - Snacks                         Salty Snack                       Lay's Chips
    --------------                         -----------                       -----------

    Greeting Card                          Greeting Card                     Hallmark Greeting Cards
    -------------                          -------------                     -----------------------

    Health and Beauty Products - Cosmetics Mass-Market Cosmetics             Neutrogena Cosmetics
    -------------------------------------- ---------------------             --------------------

    Health and Beauty Products - Cosmetics Prestige Cosmetics                M?A?C Cosmetics
    -------------------------------------- ------------------                ---------------

    Health and Beauty Products - Other     Sun Screen                        Neutrogena Suncare
    ----------------------------------     ----------                        ------------------

    Health Care                            Health Insurance                  Blue Cross and Blue Shield
    -----------                            ----------------                  --------------------------

    Health Care                            Weight-Loss Plan                  Weight Watchers
    -----------                            ----------------                  ---------------

    Hotels                                 Economy Hotel                     America's Best Value Inn
    ------                                 -------------                     ------------------------

    Hotels                                 Extended Stay Hotel               MainStay Suites
    ------                                 -------------------               ---------------

    Hotels                                 Full Service Hotel                Hilton Hotels & Resorts
    ------                                 ------------------                -----------------------

    Hotels                                 Luxury Hotel                      Starwood Hotels & Resorts
    ------                                 ------------                      -------------------------

    Hotels                                 Mid-Market Hotel                  Holiday Inn Express Hotels & Resorts
    ------                                 ----------------                  ------------------------------------

    Household Products Other               Faucet                            Moen Faucets
    ------------------------               ------                            ------------

    Household Products Other               Gas Grill                         Weber Gas Grills
    ------------------------               ---------                         ----------------

    Household Products Other               Household Cleaner                 Lysol All Purpose Cleaner
    ------------------------               -----------------                 -------------------------

    Household Products Other               Kitchen Cabinetry                 KraftMaid Cabinets
    ------------------------               -----------------                 ------------------

    Household Products Other               Lawn Mower                        John Deere Lawn Mowers
    ------------------------               ----------                        ----------------------

    Household Products Other               Mattress                          Tempur-Pedic Mattress
    ------------------------               --------                          ---------------------

    Household Products Other               Paint                             KILZ
    ------------------------               -----                             ----

    Household Products Other               Power Tool                        Craftsman Tools
    ------------------------               ----------                        ---------------

    Household Products Other               Vacuum Cleaner                    Dyson Vacuum
    ------------------------               --------------                    ------------

    Household Products Other               Window Covering                   Hunter Douglas Blinds & Shades
    ------------------------               ---------------                   ------------------------------

    Magazine                               Business Magazine                 Forbes Magazine
    --------                               -----------------                 ---------------

    Magazine                               General Interest Magazine         Consumer Reports
    --------                               -------------------------         ----------------

    Magazine                               Weekly News Magazine              The Economist Magazine
    --------                               --------------------              ----------------------

    Magazine                               Women's Magazine                  Real Simple Magazine
    --------                               ----------------                  --------------------

    News service                           News Service                      Google News
    ------------                           ------------                      -----------

    Non-Profit Corporations                Animal Welfare Non-Profit         American Society for the Prevention of Cruelty to Animals (ASPCA)
    -----------------------                -------------------------         ----------------------------------------------------------------

    Non-Profit Corporations                Disability Non-Profit             Wounded Warrior Project
    -----------------------                ---------------------             -----------------------

    Non-Profit Corporations                Environmental Non-Profit          Nature Conservancy
    -----------------------                ------------------------          ------------------

    Non-Profit Corporations                Health Non-Profit                 American Heart Association
    -----------------------                -----------------                 --------------------------

    Non-Profit Corporations                International Aid Non-Profit      Doctors Without Borders/Medecins Sans Frontieres (MSF)
    -----------------------                ----------------------------      ------------------------------------------------------

    Non-Profit Corporations                Social Services Non-Profit        American Red Cross
    -----------------------                --------------------------        ------------------

    Non-Profit Corporations                Youth Non-Profit                  Girl Scouts of the USA
    -----------------------                ----------------                  ----------------------

    Primary Category                       Award Category                    Award Brand
    ----------------                       --------------                    -----------

    Online Organizations                   E-Retailer                        Amazon.com
    --------------------                   ----------                        ----------

    Online Organizations                   Health Information Website        MayoClinic.com
    --------------------                   --------------------------        --------------

    Online Organizations                   Online Auto Shopping              Kelley Blue Book (KBB.com)
    --------------------                   --------------------              -------------------------

    Online Organizations                   Online Computer Retailer          Newegg.com
    --------------------                   ------------------------          ----------

    Online Organizations                   Online Deal                       Woot.com
    --------------------                   -----------                       --------

    Online Organizations                   Online Department Store           Kohls.com
    --------------------                   -----------------------           ---------

    Online Organizations                   Online Job Search                 Indeed.com
    --------------------                   -----------------                 ----------

    Online Organizations                   Online Mass Merchandiser          Walmart.com
    --------------------                   ------------------------          -----------

    Online Organizations                   Online Office Supply Retailer     Staples.com
    --------------------                   -----------------------------     -----------

    Online Organizations                   Online Travel Service             Expedia.com
    --------------------                   ---------------------             -----------

    Over-the-Counter Products              OTC Cold / Allergy                Vicks Cold and Flu Products (DayQuil/NyQuil)
    -------------------------              ------------------                --------------------------------------------

    Over-the-Counter Products              OTC Digestive Aid                 TUMS
    -------------------------              -----------------                 ----

    Over-the-Counter Products              OTC Fiber Supplement              FiberCon
    -------------------------              --------------------              --------

    Over-the-Counter Products              OTC Laxative                      Dulcolax
    -------------------------              ------------                      --------

    Over-the-Counter Products              OTC Pain Relief                   Tylenol Pain Relievers
    -------------------------              ---------------                   ----------------------

    Over-the-Counter Products              OTC Sleep Aid                     Tylenol PM
    -------------------------              -------------                     ----------

    Pet Food                               Cat Food                          Blue Buffalo Cat Food
    --------                               --------                          ---------------------

    Pet Food                               Dog Food                          Blue Buffalo Dog Food
    --------                               --------                          ---------------------

    Resorts/Attractions                    Amusement Attraction              Disney Theme Parks
    -------------------                    --------------------              ------------------

    Restaurants                            Casual Dining Restaurant          Panera Bread
    -----------                            ------------------------          ------------

    Restaurants                            Coffee & Quick Service Restaurant Dunkin' Donuts Stores
    -----------                            --------------------------------- ---------------------

    Restaurants                            Fast Casual Mexican Restaurant    Chipotle Mexican Grill
    -----------                            ------------------------------    ----------------------

    Restaurants                            Italian Dining Restaurant         Olive Garden Italian Restaurants
    -----------                            -------------------------         --------------------------------

    Restaurants                            Pizza Chain                       Pizza Hut
    -----------                            -----------                       ---------

    Restaurants                            Quick Service Restaurant          Subway
    -----------                            ------------------------          ------

    Retail Gasoline                        Gasoline                          Costco Gasoline
    ---------------                        --------                          ---------------

    Retail Store                           Convenience Store                 QuikTrip Convenience Store
    ------------                           -----------------                 --------------------------

    Retail Store                           Department Store                  Kohl's Department Store
    ------------                           ----------------                  -----------------------

    Retail Store                           Hardware & Home Store             The Home Depot
    ------------                           ---------------------             --------------

    Retail Store                           Luxury Department Store           Saks Department Store
    ------------                           -----------------------           ---------------------

    Retail Store                           Mass Merchandiser                 Target Stores
    ------------                           -----------------                 -------------

    Retail Store                           Office Supply Store               Staples Stores
    ------------                           -------------------               --------------

    Retail Store                           Off-Price Retailer                Marshalls Stores
    ------------                           ------------------                ----------------

    Retail Store                           Pharmacy                          Walgreens Pharmacy
    ------------                           --------                          ------------------

    Retail Store                           Sporting Goods Store              Cabela's
    ------------                           --------------------              --------

    Retail Store                           Value Store                       Dollar Tree
    ------------                           -----------                       -----------

    Retail Store                           Warehouse Club                    Costco
    ------------                           --------------                    ------

    Sports                                 Sports League                     NFL (National Football League)
    ------                                 -------------                     -----------------------------

    Telecommunications                     Mobile Network                    Verizon Mobile Network
    ------------------                     --------------                    ----------------------

    Telecommunications                     Mobile Phone                      Apple iPhone
    ------------------                     ------------                      ------------

    Telecommunications                     Pre-Paid Mobile Carrier           Verizon Wireless (no contract wireless phone)
    ------------------                     -----------------------           --------------------------------------------

    Primary Category                       Award Category                    Award Brand
    ----------------                       --------------                    -----------

    Television                             Factual Entertainment TV          History Channel
    ----------                             ------------------------          ---------------

    Television                             General Entertainment TV          A&E Television Network
    ----------                             ------------------------          ----------------------

    Television                             Kids' TV                          Boomerang Television Network
    ----------                             --------                          ----------------------------

    Television                             Music TV                          CMT Network (Country Music Television)
    ----------                             --------                          -------------------------------------

    Television                             Pay Cable TV Network              HBO Television Network
    ----------                             --------------------              ----------------------

    Television                             Sports TV                         ESPN Television Network
    ----------                             ---------                         -----------------------

    Television                             TV Network                        PBS Television Network (Public Broadcasting Service)
    ----------                             ----------                        ---------------------------------------------------

    Television                             TV News                           The Weather Channel
    ----------                             -------                           -------------------

Harris Poll EquiTrend® Methodology

A sample of 38,814 U.S. consumers ages 15 and over were surveyed online by Harris Interactive from January 11 through February 8, 2013 and the survey took an average of 35 minutes to complete. The sample was from the Harris Interactive online panel of respondents, a database consisting of over a million cooperative respondents who have double-opted in to be randomly invited by Harris Interactive to take part in online surveys. The total number of brands rated was 1,511. 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. This is the same precision weighting approach Harris has used to become the leading online polling organization when calling elections.

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.

An academic study recognized the Harris Poll EquiTrend® Brand Equity model as a proven predictor of stock performance during the 2008 financial downturn, and thus was validated as a new tool to help investors and analysts hedge market investments. The results of the academic study findings appear in the September 2012 issue of the International Journal of Research in Marketing in the paper titled, “The Performance of Global Brands in the 2008 Financial Crisis: A Test of Two Brand Value Measures.” The paper was authored by Johny K. Johansson, Claudiu V. Dimofte and Sanal K. Mazvancheryl.

The 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 Interactive.

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

About Harris Interactive

Harris Interactive is one of the world’s leading market research firms, leveraging research, technology, and business acumen to transform relevant insight into actionable foresight. Known widely for the Harris Poll® and for pioneering innovative research methodologies, Harris offers proprietary solutions in the areas of market and customer insight, corporate brand and reputation strategy, and marketing, advertising, public relations and communications research. Harris possesses expertise in a wide range of industries including health care, technology, public affairs, energy, telecommunications, financial services, insurance, media, retail, restaurant, and consumer package goods. Additionally, Harris has a portfolio of multi-client offerings that complement our custom solutions while maximizing our client’s research investment. Serving clients in more than 196 countries and territories through our North American and European offices, Harris specializes in delivering research solutions that help us – and our clients–stay ahead of what’s next. For more information, please visit www.harrisinteractive.com

Press Contact:
Corporate Communications
Harris Interactive
212-539-9600
press@harrisinteractive.com

SOURCE Harris Interactive


Source: PR Newswire