Online Streaming Entertainment Providers Are Rapidly Building Brand Equity

Mar 13, 2014 No Comments by

NEW YORK, March 13, 2014 /PRNewswire/ – 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 (
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
Food/Beverage-Energy Drink Energy Drink Full Throttle Energy Drink
Food/Beverage-Fruit Drink Fruit Flavored Drink Kool-Aid
Food/Beverage-Fruit Drink Fruit Juice Bolthouse Farms Juice
Food/Beverage-Salty Snacks Potato Chip Lay’s Chips
Food/Beverage-Salty Snacks Pretzel Snyder’s of Hanover Pretzels
Food/Beverage-Salty Snacks Tortilla Chip Doritos Chips
Food/Beverage-Snacks Popcorn Orville Redenbacher’s Popcorn
Food/Beverage-Soft Drink Diet Soft Drink Diet Coke
Food/Beverage-Soft Drink Soft Drink Coca-Cola
Food/Beverage-Tea Hot Tea Lipton Tea
Food/Beverage-Water Bottled Water Ice Mountain Bottled Water
Foods/Beverage Cookie Oreo Cookies
Foods/Beverage Frozen Pizza Jack’s Frozen Pizza
Foods/Beverage Ice Cream Häagen Dazs Ice Cream
Foods/Beverage Yogurt Dannon Yogurt
Category Award Category 2014 Brand of the Year
Health & Fitness Health & Fitness Club Life Time Fitness
Health & Fitness Sun Screen Neutrogena Suncare
Health & Fitness Health Insurance Blue Cross and Blue Shield
Health & Fitness Health Information Website
Category Award Category 2014 Brand of the Year
Household Household Cleaner Lysol All Purpose Cleaner
Household Paint KILZ
Household Power Tool Craftsman Tools
Household Vacuum Cleaner Dyson Vacuum
Household Window Covering Hunter Douglas Blinds & Shades
Household Online Job Search
Household Major Appliance KitchenAid Appliances
Household Single Serve Coffee Maker Keurig Single Serve Coffee Maker
Household Small Kitchen Appliance KitchenAid Small Appliances
Household Greeting Card Hallmark Greeting Cards
Household Cat Food Hill’s Science Diet Cat Food
Household Dog Food Blue Buffalo Dog Food
Household Real Estate Agency Berkshire Hathaway HomeServices Real
Household Online Home Search
Category Award Category 2014 Brand of the Year
Media Video Streaming Subscription Netflix
Media-Magazine Women’s Magazine MORE Magazine
Media-News service News Service National Public Radio (NPR)
Media-Television Factual Entertainment TV H2 Television Network
Media-Television General Entertainment TV AMC Television Network (American Movie
Media-Television Kids’ TV PBS KIDS Television Network
Media-Television Late Night Talk Show The Daily Show with Jon Stewart
Media-Television Music TV GAC (Great American Country)
Media-Television Pay Cable TV Network HBO Television Network
Media-Television Sports TV ESPN Television Network
Media-Television TV Network PBS Television Network (Public Broadcasting
Media-Television TV News The Weather Channel
Category Award Category 2014 Brand of the Year
Non-Profit Corporations Animal Welfare Non-Profit PetSmart Charities
Non-Profit Corporations Disability Non-Profit National Down Syndrome Society
Non-Profit Corporations Environmental Non-Profit The Nature Conservancy
Non-Profit Corporations Health Non-Profit St. Jude Children’s Research Hospital
Non-Profit Corporations International Aid Non-Profit Doctors Without Borders/Medecins Sans
Frontieres (MSF)
Non-Profit Corporations Social Services Non-Profit Ronald McDonald House Charities
Non-Profit Corporations Veterans Association Non-Profit Wounded Warrior Project
Non-Profit Corporations Youth Non-Profit Girl Scouts of the USA
Category Award Category 2014 Brand of the Year
Over-the-Counter Products OTC Children’s Pain Relief Children’s Advil
Over-the-Counter Products OTC Cold / Allergy Benadryl
Over-the-Counter Products OTC Digestive Aid TUMS
Over-the-Counter Products OTC Fiber Supplement Citrucel
Over-the-Counter Products OTC Laxative Peri-Colace
Over-the-Counter Products OTC Pain Relief Tylenol Pain Reliever
Over-the-Counter Products OTC Sleep Aid Advil PM
Category Award Category 2014 Brand of the Year
Retail Online Computer Retailer
Retail Online Department Store
Retail Online Mass Merchandiser
Retail Online Office Supplies
Retail Gift Basket Harry & David
Retail Gasoline Costco Gasoline
Retail Convenience Store Wawa Convenience Store
Retail Department Store Kohl’s Department Stores
Retail Discount Shoes Store DSW Shoes
Retail Hardware & Home Store The Home Depot
Retail Jeweler Tiffany & Co.
Retail Luxury Department Store Nordstrom Department Store
Retail Mass Merchandiser Target Stores
Retail Office Supply Store Staples Stores
Retail Off-Price Retailer Ross Stores
Retail Pharmacy CVS Pharmacy
Retail Sporting Goods Store Cabela’s
Retail Value Store Dollar Tree
Retail Warehouse Club Costco
Retail E-Retailer
Retail Store-Grocery Midwest Region Grocery Store Hy-Vee
Retail Store-Grocery Northeast Region Grocery Store Wegmans
Retail Store-Grocery South Region Grocery Store Publix
Retail Store-Grocery West Region Grocery Store Costco (Groceries)
Apparel/Accessories Sporting Apparel Nike Sports Apparel
Apparel/Accessories Running Shoe Merrell Running Shoes
Apparel/Accessories Outdoor Wear Columbia Outdoor Wear
Category Award Category 2014 Brand of the Year
Tech Gaming Console Microsoft Xbox 360
Tech Video Game Series Super Mario Video Games
Tech Computer Manufacturer Apple Computers
Tech Printing & Imaging HP Printing & Imaging
Tech Tablet Computer Apple iPad Series Tablet
Tech Consumer Electronics Samsung Home Electronics
Tech Digital Camera Canon Digital Camera
Category Award Category 2014 Brand of the Year
Telecommunications Mobile Network Verizon Mobile Network
Telecommunications Mobile Phone Apple iPhone
Telecommunications Pre-Paid Mobile Carrier Verizon Wireless (no contract wireless
Category Award Category 2014 Brand of the Year
Travel/Entertainment Online Travel Service
Travel/Entertainment-Airlines Full Service Airline Alaska/Horizon Airlines
Travel/Entertainment-Airlines Value Airline Southwest Airlines
Travel/Entertainment-Casinos Las Vegas Casino The Venetian Casino, Las Vegas
Travel/Entertainment-Cruise Line Cruise Line Disney Cruise Line
Travel/Entertainment-Hotels Economy Hotel Americas Best Value Inn
Travel/Entertainment-Hotels Extended Stay Hotel Homewood Suites by Hilton
Travel/Entertainment-Hotels Full Service Hotel Marriott Hotels
Travel/Entertainment-Hotels Luxury Hotel Omni Hotels & Resorts
Travel/Entertainment-Hotels Mid-Market Hotel Hampton Inn & Suites
Travel/Entertainment-Movie Theaters Movie Theater Regal Cinemas
Travel/Entertainment-Restaurants Burger Restaurant Dairy Queen
Travel/Entertainment-Restaurants Casual Dining Restaurant IHOP (International House of Pancakes)
Travel/Entertainment-Restaurants Chicken Restaurant Chick-fil-A
Travel/Entertainment-Restaurants Coffee & Quick Service
Dunkin’ Donuts Stores
Travel/Entertainment-Restaurants Fast Casual Mexican Restaurant Chipotle Mexican Grill
Travel/Entertainment-Restaurants Italian Dining Restaurant Maggiano’s Little Italy Restaurant
Travel/Entertainment-Restaurants Pizza Chain Pizza Hut
Travel/Entertainment-Restaurants Sandwich Shop Subway
Travel/Entertainment-Sports Sports League NFL (National Football League)
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