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Harris Interactive Inc. : Online Streaming Entertainment Providers Are Rapidly Building Brand Equity, According to the 2014 Harris Poll EquiTrend® Study

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03/12/2014 | 02:06pm CEST
Netflix and Pandora experience significant increases in brand equity over the past two years, with Android and iPad showing similar trends in brand momentum

NEW YORK , N.Y. - March 12, 2014 - Brands associated with delivering the entertainment content we want, when we want, are rapidly increasing their brand equity, according to findings from the 2014 Harris Poll EquiTrend® (EQ) . An examination of the 100 highest rated brands for 2014 shows brands that enable consumers to personalize their entertainment content and scheduling are growing their equity at a faster rate than brands in other categories. Netflix increased at the fastest rate among the Top 100 measured brands over the last two years (2012 to 2014) and Pandora Internet Radio also showed impressive equity growth over the past two years, with the 4th-highest rate of equity growth among the Top 100 brands within that period. More than 1,500 brands were assessed across 170 categories this year - from automotive to department stores - on the Harris Poll EquiTrend Brand Equity Index, which is comprised of three key factors: Familiarity, Quality and Purchase Consideration.

Findings from the 26th annual study show that not just streaming entertainment brands, but the devices and operating systems that enable them, are among those most aggressively accumulating equity over the last two years. Android and Apple (both its iPads and its computers) are also among the top 10 brands experiencing aggressive equity increases. Amazon once again holds the highest brand equity score in the study and retains its e-Retailer Brand of the Year distinction…and it is now heavily promoting its Amazon Instant Video and Prime Instant Video services.

"Brand equity is not a measure that is typically subject to strong year-over-year vacillation; the growth curve is generally slow and steady," said Joan Sinopoli, Senior Vice President and Solutions Consultant at Nielsen Consumer Insights (formerly Harris Interactive). "Netflix is a market disruptor: it addressed a consumer need for convenience and variety when it took on brick-and-mortar video stores. Since then, the brand stumbled with its fee restructuring, took corrective action to restore consumer trust, and is taking advantage of the trend toward individualized entertainment. It's now embarking on developing its own content, such as House of Cards."

"Something else these brands have in common is their ability to connect on a very deep level with the consumers they seek to attract," noted Sinopoli. "They are all brands that consumers are passionate about-witness the continuing standoff between Android, which has become a strong brand all on its own, and the Apple products fueled by iOS; both the systems themselves and the products which run them inspire passion and debate among their followers. Which system you choose becomes a reflection of who you are and how you see yourself."

So has America become so "wired" that it has lost its softer side? EquiTrend results suggest not. Multiple Hershey brands, including Hershey Kisses and Reese's Peanut Butter Cups, multiple M&M brands as well as Oreo cookies, occupy six out of the 10 top overall positions in the EquiTrend Brand Equity Index, and the classic Hershey's Milk Chocolate Candy Bar also acquired equity at an unusually fast pace over the last two years. Are these odd bedfellows with the individual entertainment brands? Not so, according to Sinopoli. "After all," she notes, "you have to eat something while bingeing your favorite series."

2014 Harris Poll EquiTrend - Brands of the Year

Harris Poll EquiTrend is an annual brand equity study that measures and compares the brand health of more than 1,500 unique brands across 170 categories. It evaluates consumers' engagement and offers a complete diagnostic of a brand's position within and outside of its industry. Besides Brand Equity (comprised of Familiarity, Quality and Consideration), the study also provides subscribers with insight into various aspects of consumer engagement including Consumer Connection, Brand Momentum, Advocates/Saboteurs, Users/Non-Users and Co-Branding analysis. Brands that rank highest in Equity receive the Harris Poll EquiTrend "Brand of the Year" award ( 2014 study rankings ).

2014 Harris Poll EquiTrend Brands of the Year include:

Category

Award Category

2014 Brand of the Year

Automotive

Online Auto Shopping

Kelley Blue Book (KBB.com)

Automotive-Manufacturers

Full Line Automotive

Honda Vehicles

Automotive-Manufacturers

Luxury Automotive

Mercedes-Benz Vehicles

Automotive-Manufacturers

Motorcycle

Ducati Motorcycles

Automotive-Manufacturers

Recreation Vehicle

Airstream Recreational Vehicles

Automotive-Service Centers

Auto Service Center

Discount Tire

Automotive-Supplier

Car Audio

Bose In-Vehicle Audio

Automotive-Supplier

Tire

Michelin Tires

Category

Award Category

2014 Brand of the Year

Financial Services - Bank

National Bank

CHASE Bank

Financial Services - Bank

Super Regional Bank

PNC Bank

Financial Services - Insurance

Insurance-Life

USAA Financial Services

Financial Services - Insurance

Insurance-Property & Casualty

AAA Insurance

Financial Services - Investment

Discount Brokerage

Fidelity Investments Financial Services

Financial Services - Investment

Investment

The Vanguard Group

Financial Services - Payment Card

Payment Card

Visa

Financial Services - Tax

Tax Preparation

TurboTax

Category

Award Category

2014 Brand of the Year

Food/Beverage-Beer

Beer

Blue Moon Beer

Food/Beverage-Beer

Light Beer

Sam Adams Light

Food/Beverage-Candy

Chocolate Candy

Hershey's Milk Chocolate Candy Bars

Food/Beverage-Candy

Non-Chocolate Candy

Reese's Pieces Candy

Food/Beverage-Candy

Premium Chocolate

Ghirardelli Chocolate

Food/Beverage-Coffee

Coffee

Dunkin' Donuts Ground Coffee

Harris Poll EquiTrend® Methodology

A sample of 41,806 U.S. consumers ages 15 and over were surveyed online from January 3 through January 31, 2014 and the survey took an average of 30 minutes to complete. The total number of brands rated was 1,531. Each respondent was asked to rate a total of 40 randomly selected brands. Each brand received approximately 1,000 ratings. Data were 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, income, and 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. The data have been weighted to reflect the composition of the adult population. Because the sample is based on those who agreed to participate in our panel, 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.

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

Harris Poll EquiTrend® study results disclosed in this release may not be used for advertising, marketing or promotional purposes without the prior written consent of Harris Poll.

Product and brand names are trademarks or registered trademarks of their respective owners.

About Nielsen & The Harris Poll

On February 3, 2014, Nielsen acquired Harris Interactive and The Harris Poll. Nielsen Holdings N.V. (NYSE: NLSN) is a global information and measurement company with leading market positions in marketing and consumer information, television and other media measurement, online intelligence and mobile measurement. Nielsen has a presence in approximately 100 countries, with headquarters in New York, USA and Diemen, the Netherlands. www.nielsen.com .

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