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The Harris Poll Announces This Year’s Brands of the Year

Author Name, ProPublica

2021-04-01 05:10:46-04:00

The Harris Poll’s 33rd annual EquiTrend Study reveals the strongest brands across the media, travel, financial, automotive, entertainment, retail, restaurant, technology, household, and nonprofit industries, based on consumer response.

NEW YORK, April 1, 2021 –

Measuring brand health over time, the EquiTrend Brand Equity Index is comprised of three factors – Familiarity, Quality and Purchase Consideration – that result in a brand equity rating for each brand. Brands ranking highest in Equity receive the Harris Poll EquiTrend “Brand of the Year” award for their respective categories. This year, more than 39,000 U.S. consumers assessed nearly 2,000 brands across 200 categories.

The Harris Poll 2021 EquiTrend Brands of the Year

This year, the 33rd year that The Harris Poll has been measuring brand equity, 93 companies were awarded the coveted Brand of the Year designation across 90 categories.

Category Award Name 2021 Award Companies Nonprofit Animal Welfare Nonprofit Best Friends Animal Society Media Audio Streaming Services Spotify Restaurant Burger Restaurant Wendy’s Restaurant Casual Dining Restaurant Texas Roadhouse Restaurant Chicken Restaurant Chick-fil-A CPG Coffee Starbucks Coffee Restaurant Coffee Shop (TIE) Dunkin’ Donuts /Starbucks Coffee Shops Tech Computer Manufacturer Apple Computers Retail Convenience Store Wawa Convenience Store Home Coolers YETI Coolers Restaurant Delivery Apps DoorDash CPG Deodorant Dove Deodorant Retail Department Store (TIE) Macy’s Department Stores/Kohl’s Department Stores FSR Digital Investing – Hybrid Robo-Advisor Schwab Intelligent Portfolios Premium FSR Digital Investing – Robo-Advisor Fidelity Go Automated Investing FSR Digital Wallet PayPal Nonprofit Disability Nonprofit National Down Syndrome Society Travel Economy Hotel Baymont Inn & Suites Home Exercise Equipment Precor Exercise Equipment Travel Extended Stay Hotel Homewood Suites by Hilton Media Factual Entertainment History Channel Tech File Storage Google Drive Retail Footwear Store DSW (Designer Shoe Warehouse) Travel Full Service Airline American Airlines Tech Gaming Console PlayStation Gaming Consoles CPG Greeting Card Hallmark Greeting Cards Media General Entertainment (TIE) Freeform Television Network/FX Television Network Retail Hardware & Home Store The Home Depot Retail Health & Beauty Retail Bath and Body Works Home Health & Fitness Club Life Time Fitness Clubs FSR Health Insurance Blue Cross Blue Shield Nonprofit Health Nonprofit St. Jude Children’s Research Hospital Retail Home Goods Store Bed Bath & Beyond Retail Home Meal Kit Service HelloFresh CPG Household Cleaner Lysol All-Purpose Household Cleaner CPG Ice Cream Häagen-Dazs Ice Cream Home Insulated Drinkware YETI Rambler Nonprofit International Aid Nonprofit Free the Children FSR Investment Fidelity Investments Financial Services Media Kids TV Disney Channel CPG Laundry Detergent Tide Laundry Detergent FSR Life Insurance MassMutual Insurance Auto Luxury Automotive Mercedes-Benz Vehicles Retail Luxury Department Store Nordstrom Travel Luxury Hotel Four Seasons Hotels and Resorts Tech Mapping Apps Google Maps Tech Media Streaming Device Roku Restaurant Mexican Restaurant Taco Bell Travel Midscale Hotel Holiday Inn Hotels & Resorts Nonprofit Military & Veteran Serving Nonprofit Wounded Warrior Project FSR National Bank Capital One Media News Service BBC News Auto Non-Luxury Automotive Toyota Vehicles Auto Online Auto Shopping Kelley Blue Book (KBB.com) FSR Online Bank Capital One 360 Bank Home Online Home Search Zillow.com Home Online Job Search Indeed.com FSR Online Lending SoFi Travel Online Travel Service Google Flights Media Pay Cable TV Network HBO Television Network FSR Payment Card Visa Retail Pet Supply Store PetSmart Stores Retail Drug Store Walgreens Restaurant Pizza Restaurant Papa Murphy’s Take N’ Bake Pizza CPG Popcorn Orville Redenbacher’s Popcorn CPG Potato Chip Lay’s Chips Travel Premium Hotel Hilton Hotels & Resorts FSR Property and Casualty Insurance AAA Insurance Home Real Estate Agency Keller Williams Restaurant Sandwich Shop McAlister’s Deli Tech Smart Speaker Google Home Telecom Smartphone Apple iPhone Smartphones Media Social Networking Site YouTube Nonprofit Social Services Nonprofit Ronald McDonald House Charities Home Sport League English Premier League Soccer Retail Sporting Goods Store REI CPG Sports Drink Gatorade Sports Drink Tech Tablet Computer Apple iPad Tablets CPG Tea Lipton Tea CPG Toothpaste Crest Toothpaste Media TV & Internet Provider Google Fiber Media TV Network PBS Television Network (Public Broadcasting Service) Media TV News The Weather Channel Travel Upscale Hotel Courtyard Marriott Travel Value Airline Southwest Airlines Retail Value Store Dollar Tree Tech Virtual Personal Assistant Google Assistant Tech Wearable Tech Apple Watch Telecom Wireless Carrier Verizon Wireless CPG Yogurt Chobani Greek Yogurt Nonprofit Youth Nonprofit Girl Scouts of the USA Nonprofit Animal Welfare Nonprofit Best Friends Animal Society

Methodology

The 2021 Harris Poll EquiTrend Study is based on a sample of 39,100 U.S. consumers ages 15 and over surveyed online, in English and Spanish, in the month of January. The survey took an average of 30 minutes to complete. The total number of brands rated was 1,737. Each respondent was asked to rate a total of 40 randomly selected brands. Each brand received approximately 900 ratings. Data was 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, and income. 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. Because the sample is based on those who agreed to participate in Harris Poll surveys, 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.

The Harris Poll EquiTrend methodology has been validated by academic business experts in the Journal of Marketing Research (1994) and International Journal of Research on Marketing (2012).

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

About The Harris Poll

The Harris Poll is one of the longest-running surveys in the U.S.; tracking public opinion, motivations and social sentiment since 1963. The Harris Poll is now part of Harris Insights & Analytics, a global consulting and market research firm that delivers social intelligence for transformational times. The Harris Poll works with clients in three primary areas; building twenty-first-century corporate reputation, crafting brand strategy and performance tracking, and earning organic media through public relations research. Learn more at www.theharrispoll.com @HarrisPoll
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