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 100,000 U.S. consumers assessed more than 4,000 brands across more than 450 categories. The full Harris Poll EquiTrend Brands of the Year list can be found here.
“More engaged with more brands than ever before, millennials–the largest generational cohort–are reshaping the U.S. brand landscape,” says Joan Sinopoli, vice president of brand solutions at The Harris Poll. “With prime earning years still ahead of them and a strong sense of values, they are dictating culture through the brands they buy. Millennials are using their new spending power to explore the world around them, purchase and feather their new nests and take steps to financially protect their growing families.”
