Harris Study Identifies Consumer’s Top Brand Picks

The Harris Poll has released its 28th annual EquiTrend Study, identifying consumer’s top brand picks, including in the retail and household industries.

The basis of the EquiTrend brand equity index is three factors of consideration: familiarity, quality and purchase consideration. Evaluated together by Harris, the factors render a brand equity rating for each banner.

The top 13 Rapid Risers list taken from the study includes several retail and home-related companies including Zillow.com at 10, Dyson at 12 and Macy’s at 13.

Banners distinguished as brands of the year, meaning they were top performers within their various sectors, according to Harris, include Fitbit, KitchenAid, Craftsman, Keurig, Best Buy, Home Depot, Nordstrom, T.J. Maxx and Kohls.com.

In this year’s study, about 97,000 consumers in the United States assessed more than 3,800 brands across nearly 500 product categories, noted Harris.