Harris/Decima has announced the winners of the EquiTrend Brand of the Year award. In total, 26 brands ranked highest in the measure of “Equity,” a ranking system based on quality, familiarity and purchase consideration.
The EquiTrend study was conducted online throughout July and August 2012, with 13,384 participants from the Harris/Decima online panel of Canadians aged 15 and over.
“Where the brand stands in the mind of Canadians is really what we’re looking at,” says Richard Cooper, senior vice-president of EquiTrend.
For the purpose of the study, more than 950 brands are randomly allocated in groups of 45 by a computer program to the survey participants. Participants are asked whether or not they were familiar with each brand. If they are, they go on to answer a series of 16 questions about that brand.
Participants rate the brands on the three measures of equity, and a computer collects and measures the data. Using this method, each brand receives about 950 ratings.
Six of this year’s 26 winning brands also ranked highest in their categories in 2011, including Apple (iPod and iPhone), Google, Toyota, WestJet and KitchenAid.
EquiTrend is part of Canadian marketing research firm Harris/Decima, which is a division of worldwide research firm Harris Interactive.
2012 winners:
Airlines: WestJet
Appliances: KitchenAid
Automobiles: Toyota
Computers: Apple
Consumer Electronics: iPod
Cruise Lines: Royal Caribbean
Courier Companies: Canada Post Xpresspost
Insurance Providers (P&C): The Personal
Insurance Providers (Health/Life): Great West Life
Internet and TV Service Providers: Videotron
Mobile Phone Service Providers: Telus
Motorcycles: Ducati
Non-Profit Organizations: Terry Fox Foundation
Online Organizations: Google
Paint Manufacturers: Benjamin Moore
Quick Service Restaurants: Tim Hortons
Retail Banks: RBC and PC Financial (tied)
Sports Apparel and Equipment: Under Armour
Sports Team: Montreal Canadians
Tablets and Smart Phones: iPhone
Television Channels- general: CTV
Television Channels- specialty: The Weather Network
Tire Manufacturers: Michelin
Utilities Companies: Manitoba Hydro
Vacation Package Suppliers: WestJet Vacations
