Who Has the Best Brand Health in the Beverage Market?
The 2012 Harris Poll EquiTrend (EQ) study recently took stock of America's thirst quenchers to find out which beverage brands bubble to the top.
EQ is a study of brand health that is conducted yearly by Harris Interactive that measures and compares brand health for more than 1,500 brands. The study analyzes the responses of more than 38,500 consumers on key measures of brand health — including how well the public knows a brand, how positively they think of the brand and their consideration to do business with or donate to a brand. Here is a summary of its findings:
Green Mountain Peaks over Better Known Competitors
Green Mountain Coffee is the "Coffee Brand of the Year" in the 2012 Harris Poll EquiTrend study. In a category with 13 well-known coffee brands such as Folger's, Dunkin' Donuts, Eight O'clock, Seattle's Best, and Starbucks, Green Mountain leads in overall equity. Although Green Mountain is less well known among consumers than brands like Folger's, Maxwell House, and Starbucks, it earns the highest quality and purchase consideration ratings within the category.
"One of the great strengths of the Harris Poll EquiTrend study is that it is a measure of brand value rather than just brand recognition," says Robert Fronk, executive vice president at Harris Interactive. "Green Mountain Coffee is by no means the best known coffee brand, but it is clear that those who do know it, love it. Green Mountain's high standing may also be a reflection of the efficacy in 'doing well by doing good'. It has attained a reputation as an exceptional corporate citizen. One implication from this study is that good corporate citizens that also produce high-quality products are very likely to generate exceptional levels of brand equity."
Coke is Still the Highest Ranked Soft Drink
When it comes to carbonated beverages, the Coca-Cola megabrand sweeps the regular and diet soft drink categories. Coca-Cola and Diet Coke are the "Soft Drink and Diet Soft Drink Brands of the Year", followed by Pepsi-Cola, Sprite, 7-Up and Dr Pepper, which all rank above category average in the regular soft drink group. Sprite Zero, Diet Dr Pepper and Coke Zero are the next highest ranked diet soft drinks.
SoBe Keeps Americans on the Move
As the energy drink market grows, the 2012 Harris Poll EquiTrend study shows that SoBe Adrenaline Rush is the "Energy Drink Brand of the Year" among Americans looking for an extra something to keep them going. AMP and RockStar also rank above the energy drink category average.
Wet Your Whistle with Water 2.0
Water has been reinvented and is more varied than ever. Goya Coco Water becomes the "Coconut Water Brand of the Year", while the highest ranked enhanced water is Glaceau vitaminwater. Gatorade is the top brand among sports drinks. However, when yearning for good, old H2O to quench their thirst, consumers ask for Poland Spring, the "2012 Bottled Water Brand of the Year".
America's Main Squeeze is Tropicana
When consumers crave fruit juice, they turn to Tropicana — the "Fruit Juice Brand of the Year", according to the 2012 Harris Poll EquiTrend study. Other favorite fruit juice brands that rank above category average include Ocean Spray, Florida's Natural, Welch's, Minute Maid and Dole. Meanwhile, Juicy Juice takes the top spot for "Fruit Flavored Drink Brand of the Year", followed by Kool-Aid and Capri Sun.
It's Tea Time in America
Lipton Tea products, of both hot and cold varieties, have become the 2012 "Hot Tea and Bottled Ice Tea Brands of the Year". Other hot tea brands include Bigelow, Twinnings, Celestial Seasonings and Tazo, while top bottle iced teas include Luzianne and Turkey Hill.
Favorite Beer, Whiskey and Vodka Brands
For consumers that can enjoy it, Yuengling Traditional Lager and Michelob Ultra are the "Regular and Light Beer Brands of the Year". Americans savor occasional spirits as well and select Glenlivet Single Malt as the top ranked scotch whiskey brand. Also in the same category and earning above average equity scores are Glenfiddich Scotch, Bushmills Irish Whiskey, Chivas Regal, Jameson Irish Whiskey and Jack Daniel's Whiskey. Americans also raise their glasses to Skyy Vodka, the top ranked vodka, followed by Grey Goose, Ketel One and Svedka.
For more information and complete listings of leaders by category, please visit www.harrisinteractive.com.
EQ is a study of brand health that is conducted yearly by Harris Interactive that measures and compares brand health for more than 1,500 brands. The study analyzes the responses of more than 38,500 consumers on key measures of brand health — including how well the public knows a brand, how positively they think of the brand and their consideration to do business with or donate to a brand. Here is a summary of its findings:
Green Mountain Peaks over Better Known Competitors
Green Mountain Coffee is the "Coffee Brand of the Year" in the 2012 Harris Poll EquiTrend study. In a category with 13 well-known coffee brands such as Folger's, Dunkin' Donuts, Eight O'clock, Seattle's Best, and Starbucks, Green Mountain leads in overall equity. Although Green Mountain is less well known among consumers than brands like Folger's, Maxwell House, and Starbucks, it earns the highest quality and purchase consideration ratings within the category.
"One of the great strengths of the Harris Poll EquiTrend study is that it is a measure of brand value rather than just brand recognition," says Robert Fronk, executive vice president at Harris Interactive. "Green Mountain Coffee is by no means the best known coffee brand, but it is clear that those who do know it, love it. Green Mountain's high standing may also be a reflection of the efficacy in 'doing well by doing good'. It has attained a reputation as an exceptional corporate citizen. One implication from this study is that good corporate citizens that also produce high-quality products are very likely to generate exceptional levels of brand equity."
Coke is Still the Highest Ranked Soft Drink
When it comes to carbonated beverages, the Coca-Cola megabrand sweeps the regular and diet soft drink categories. Coca-Cola and Diet Coke are the "Soft Drink and Diet Soft Drink Brands of the Year", followed by Pepsi-Cola, Sprite, 7-Up and Dr Pepper, which all rank above category average in the regular soft drink group. Sprite Zero, Diet Dr Pepper and Coke Zero are the next highest ranked diet soft drinks.
SoBe Keeps Americans on the Move
As the energy drink market grows, the 2012 Harris Poll EquiTrend study shows that SoBe Adrenaline Rush is the "Energy Drink Brand of the Year" among Americans looking for an extra something to keep them going. AMP and RockStar also rank above the energy drink category average.
Wet Your Whistle with Water 2.0
Water has been reinvented and is more varied than ever. Goya Coco Water becomes the "Coconut Water Brand of the Year", while the highest ranked enhanced water is Glaceau vitaminwater. Gatorade is the top brand among sports drinks. However, when yearning for good, old H2O to quench their thirst, consumers ask for Poland Spring, the "2012 Bottled Water Brand of the Year".
America's Main Squeeze is Tropicana
When consumers crave fruit juice, they turn to Tropicana — the "Fruit Juice Brand of the Year", according to the 2012 Harris Poll EquiTrend study. Other favorite fruit juice brands that rank above category average include Ocean Spray, Florida's Natural, Welch's, Minute Maid and Dole. Meanwhile, Juicy Juice takes the top spot for "Fruit Flavored Drink Brand of the Year", followed by Kool-Aid and Capri Sun.
It's Tea Time in America
Lipton Tea products, of both hot and cold varieties, have become the 2012 "Hot Tea and Bottled Ice Tea Brands of the Year". Other hot tea brands include Bigelow, Twinnings, Celestial Seasonings and Tazo, while top bottle iced teas include Luzianne and Turkey Hill.
Favorite Beer, Whiskey and Vodka Brands
For consumers that can enjoy it, Yuengling Traditional Lager and Michelob Ultra are the "Regular and Light Beer Brands of the Year". Americans savor occasional spirits as well and select Glenlivet Single Malt as the top ranked scotch whiskey brand. Also in the same category and earning above average equity scores are Glenfiddich Scotch, Bushmills Irish Whiskey, Chivas Regal, Jameson Irish Whiskey and Jack Daniel's Whiskey. Americans also raise their glasses to Skyy Vodka, the top ranked vodka, followed by Grey Goose, Ketel One and Svedka.
For more information and complete listings of leaders by category, please visit www.harrisinteractive.com.