This year, Heinz claimed the No. 1 equity score in Harris Interactive’s EquiTrend brand-equity study. It has ranked consistently among top brands.

EquiTrend is a study that measures more than 1,000 brands across 39 categories based on six base measures: familiarity, quality, purchase consideration, brand expectations, distinctiveness, and trust.

Total number of brands rated was 1,170.

The study was conducted among 20,289 US consumers age 15+. Each respondent was asked to rate a total of 60 randomly selected brands. Each brand received approximately 1,000 ratings.

This year’s study included specific questions that help quantify the level of WOM marketing within a category. In order of highest volume of WOM activity:

The Restaurant category
Computer-related products
Foods
Consumer electronics
Resorts/attractions

Henry John Heinz once said, “To do a common thing uncommonly well brings success.”

Source: MarketingCharts

Christine Babick is a marketing strategist and linguist specializing in marketing language, website text, “emo copy,” and cause and relationship marketing. More…

Article Tags: Award | Babick | brand | Equity | Harris | Heinz | Interactive | Ketchup | Survey
Filed under: Brand Equity, Branding, Industry Awards, Word of Mouth Marketing