Heinz Ketchup Ranks No. 1 in Brand Equity


Marketing VOX

Henry John Heinz said “to do a common thing uncommonly well brings success,” and Heinz Ketchup is apparent proof of that maxim, ranking consistently among top brands in Harris Interactive’s EquiTrend brand-equity study — and claiming the No. 1 equity score in 2008, reports MarketingCharts.

harris-equitrends-top-10-brands-overall-2008.jpgEquiTrend is a 28-year brand-equity study that measures more than 1,000 brands across 39 categories based on six base measures: familiarity, quality, purchase consideration, brand expectations, distinctiveness, and trust.

Notable 2008 category winners among brands measured:


This year’s EquiTrend also includes specific questions that help quantify the level of word of mouth marketing within a category and identify demographic sub-groups, Harris Interactive said.

The Restaurant category has the highest volume of word-of-mouth activity, followed by computer related products, foods, consumer electronics and resorts/attractions, Harris found.

“While there are many ways to strengthen the bonds between brands and their stakeholders, it is becoming increasingly important to understand the social networks to which stakeholders belong and how they operate, in order to proactively influence the spread of positive brand experiences and minimize the damage of negative experiences,” said Carol Gstalder, SVP, Brand & Communications Consulting, Harris Interactive.

About the study: The 2008 EquiTrend study was online conducted among 20,289 US consumers age 15+, between March 27 and April 16, 2008. The total number of brands rated was 1,170. Each respondent was asked to rate a total of 60 randomly selected brands.

Each brand received approximately 1,000 ratings. Data were weighted to be representative of the entire US population of consumers ages 15 and over on the basis of gender, age, education, race/ethnicity, region and income. Data from respondents ages 18 and over were also weighted for their propensity to be online.


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