Green Mountain Coffee Roasters today announced that its Keurig single cup system has been recognized as the “Brand of the Year” in the coffee maker category in the 2013 Harris Poll EquiTrend Equity Study. For the second consecutive year, the Keurig system has received the highest ranking in the coffee maker category based on consumers’ perceptions of familiarity, quality and purchase consideration, a selection of several qualifying elements evaluated, according to Green Mountain.
The Keurig single cup platform received the highest numerical Equity Score among coffee maker brands included in the 2013 Harris Poll EquiTrend Study, which is an annual brand health assessment that surveys thousands of U.S. consumers online about their brand perceptions, measuring key touchstones, such as emotional connection, functional attributes, brand awareness, influence and familiarity. Harris Interactive defines a brand as a set of persuasive promises about a product, service, or organization that differentiates it from others in a universally positive, contextually relevant and personally compelling way.
“It’s an honor to be named coffee maker ‘Brand of the Year’ for the second consecutive year,” said Michelle Stacy, president of GMCR’s Keurig business unit. “What’s clear from the study is that the Keurig single cup brewing system has generated extraordinary appeal among consumers. We know from our own consumer satisfaction research, once a consumer experiences a Keurig brewer, they become passionate about its simplicity, convenience and quality of brew.”