Understanding the Power Behind Today’s Leading Brands

Brand Equity is designed to be a summary metric of a brand’s health, a one-number score that enables you to understand at a glance how strong or weak your brand is. Since 1989, The Harris Poll has been monitoring the Brand Equity of a variety of brands and categories.

2017 Harris Poll EquiTrend® Findings

2017 Press Release: The Harris Poll Names 2017 Brands of the Year

The annual Harris Poll EquiTrend Study is a twice-validated measure of brand equity and brand health.

The EquiTrend® study results disclosed on these reports may not be used for advertising, marketing, or promotional purposes without the prior written consent of Harris Poll. Products, brand names, and logos are trademarks or registered trademarks of their respective owners.

For more information on how you can license Harris Poll EquiTrend® and Brand of the Year designations and use them in your marketing efforts, please contact us.


Millennials are reshaping the brand landscape

Highlights from the 2017 Harris Poll EquiTrend® Study

EquiTrend is Harris Poll’s annual study of brands. For our 29th annual study, more than 100,000 Americans assessed over 4,000 brands ascross 450+ categories.

They are granting instant equity to new tech brands

Millennials are not just driving disruptive tech brands; they are also driving the mainstreaming of once-disruptive barnds like Netflix and YouTuBe.

Netflix & YouTuBe Trended Equity

Millennials care more about cars than we think

Brand Equity Model

Harris Poll EquiTrend® has be conducted since 1989 and examines the predictors of in-market performance: Brand Equity, Consumer Connection, and Brand Momentum. The capstone of the study is the Equity score. Brand Equity, as defined by Nielsen (EQI), is designed to be a summary metric of a brand’s health, a one-number score that enables you to understand, at a glance, how strong or weak your brand is. It is easy to compare across brands, consumer segments, geographies and even industries. The value to the measure is not in its complexity, but in our ability to understand the drivers behind it. EQI is based off of three simple questions:

  • How well do I know you?
  • What do I think of you?
  • Do I want to interact with you?


Harris Poll EquiTrend® is based on a sample of U.S. consumers ages 15 and over surveyed online. Each respondent is asked to rate a total of 40 randomly selected brands out of 3,000+ brands in 300+ categories. Each brand receives approximately 1,000 ratings. Respondents are asked their familiarity with brands and rate the brands they are somewhat, very, or extremely familiar with. Respondents for this survey are selected from among those who have agreed to participate in Harris Poll® and sample partner surveys. The data have been weighted to reflect the composition of U.S. residents age 15+. Because the sample is based on those who agreed to participate in an online panel, no estimates of theoretical sampling error can be calculated.

Understanding the Brand Story

Today’s most successful brands insinuate themselves into people’s lives.

Our devices have become extensions of ourselves, so it’s no wonder that technology brands increasingly dominate the top of every expert’s brand equity rankings; but the connectivity and indispensability that characterizes our relationship with technology brands is spilling over into our expectations for other brands. Our brand approach measures the flow from the initial recognition of a brand through to the degree of attachment with what we’ve coined as the “4 A’s.”

Academic Validation of EquiTrend®

Today’s most successful brands insinuate themselves into people’s lives.

Our approach has been independently validated, most recently by academics at Georgetown University, They showed that brands with high EQIs were better able to withstand the 2008 downturn in the economy vs. those with low EQIs. This demonstrates that this measure can be tied directly to business performance.