(Another) Top 10 – Strongest Brands in America

Harris Interactive released the 2006 results from the EquiTrend Brand Study. Despite all expectations, I would say, the strongest brand in America came to be Reynolds Wrap who scored highest among more than 1,000 brands whithin 39 categories in a survey of 25,666 consumers

EquiTrend has been designed to be a concise and efficient way of obtaining quality, well-rounded information about the critical elements of a brand’s health. Its seven key measures help determine a brand’s stance amongst competitors, within other categories, and in comparison to world-class brands. The study measures brand health using the following seven key measures:

1. Equity
2. Familiarity
3. Quality
4. Purchase Consideration
5. Overall Relevance
6. Brand Expectations
7. Distinctiveness

The final top 10 looks a little odd for me as none of the brand-icons made it in the first ten, actually I would rather name it Top 10 Grocery/Convenience Store Brands. Or as AdAge put it:

Reynolds also topped such icons as Coke, Pepsi and McDonald’s. It blew away the ubiquitous Nike. It outclassed Mercedes and Lexus. It left the hip iPod in the dust.

But well here is their top 10:

  1. Reynolds Wrap Aluminum Foil
  2. Ziploc Food Bags
  3. Hershey’s Milk Chocolate Candy Bars
  4. Kleenex Facial Tissues
  5. Clorox Bleach
  6. WD-40 Spray Lubricant
  7. Heinz Ketchup
  8. Ziploc Containers
  9. Windex Glass Cleaner
  10. Campbell’s Soups

The official Harris Interactive announcement here.

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