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KitchenAid In Top Spots For Two Appliance Categories in 2011 Harris Poll EquiTrend® Study Traditional brands Craftsman, Tide dominate Tools and Laundry Detergent categories; KILZ awarded top Paint brand
New York, N.Y. – April 5, 2011 – As consumers look to replace old appliances, KitchenAid is the brand of choice for both large and small appliances. KitchenAid swept both categories and was awarded 2011 Harris Poll EquiTrend® Brand of the Year in Major Appliances as well as Small Appliances. Within the Major Appliance category, Kenmore ranked a close second followed by Whirlpool. Among Small Appliances, Cuisinart brands took the second and third spots followed by Black & Decker. Overall, awards are given in each of 46 different categories. Other categories had brands that stood out among the pack. The Tide, Craftsman, and KILZ brands all significantly outperformed their competitors in their respective categories. Tide Liquid Laundry Detergent was awarded 2011 Harris Poll EquiTrend® Detergent Brand of the Year, while Arm & Hammer Laundry Detergent was the next leading competitor. KILZ ranked highest among paint brands for the second year in a row, increasing its dominance in the category over second ranked brand Benjamin Moore and third ranked Behr. Among tool brands, Craftsman ranked highest for the second consecutive year, followed by Black & Decker and DeWalt. Rigid Power Tools and Irwin Industrial Tools gained significant ground among consumer brand perception. “Dominant brands in the household continue to have consumer share of mind,” said Jeni Lee Chapman, Executive Vice President of Brand and Communications Consulting at Harris Interactive. “As consumers continue to tighten their belts, brands like KitchenAid, Tide and Craftsman have their trust.” Other traditional brands topped their respective household goods categories as well. Crest ranked highest among toothpaste brands, closely followed by Colgate, while Aquafresh ranked a distant third. Among greeting cards brands, Hallmark is the 2011 Harris Poll EquiTrend® Greeting Card Brand of the Year, however DaySpring significantly improved over last year and ranked second. “Although Americans seem to gravitate to traditional brands for household goods, that doesn’t mean they are ignoring up and coming brands,” says Chapman. “In a challenging economy, newer brands that demonstrate strong quality and a good value proposition will build brand equity and consideration.”
Methodology The EquiTrend® study evaluates measures including: Equity, Consumer Connection, Commitment, Brand Behavior, Brand Advocacy, and Trust. The keystone to the program is Equity, which provides an understanding of a brand's overall strength and is determined by a calculation of Familiarity, Quality, and Purchase Consideration. This year’s Harris Poll EquiTrend® study was conducted online among 25,099 U.S. consumers ages 15 and over between January 11 and 27, 2011. A total of 1,273 brands were rated in 53 separate categories. 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 U.S. population of consumers ages 15 and over
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on the basis of age sex, education, race/ethnicity, region, and income, and data from respondents ages 18 and over were also weighted for their propensity to be online. These statements conform to the principles of disclosure of the National Council on Public Polls. The EquiTrend® study results disclosed in this release may not be used for advertising, marketing or promotional purposes without the prior written consent of Harris Interactive. Product and brand names are trademarks or registered trademarks of their respective owners. For a complete listing of all the brands covered in the study, contact Dagney Cassella at 212-539-9600 or [email protected].
About Harris Interactive Harris Interactive is one of the world’s leading custom market research firms, leveraging research, technology, and business acumen to transform relevant insight into actionable foresight. Known widely for the Harris Poll and for pioneering innovative research methodologies, Harris offers expertise in a wide range of industries including healthcare, technology, public affairs, energy, telecommunications, financial services, insurance, media, retail, restaurant, and consumer package goods. Serving clients in over 215 countries and territories through our North American, European, and Asian offices and a network of independent market research firms, Harris specializes in delivering research solutions that help us – and our clients – stay ahead of what’s next. For more information, please visit www.harrisinteractive.com.
2011 Harris Poll EquiTrend® Small Kitchen Appliances Brand of the Year Rankings
62 64 66 68 70
KitchenAid Small Appliances 69.6
Cuisinart Small Appliances 67.5
Cuisinart Food Processors 67.4
Black & Decker Small Appliances 66.8
Industry Average 65.1
Other Small Kitchen Appliance Brands in Study (Alphabetical) GE Small Appliances, Hamilton Beach Small Appliances, Mr. Coffee Small Appliances, Oster Small Appliances, Proctor-Silex Small Appliances, Rival Small Appliances, Sunbeam Small Appliances
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2011 Harris Poll EquiTrend® Toothpaste Brand of the Year Rankings
60 65 70 75 80
Crest Toothpaste 75.2
Colgate Toothpaste 72.4
Industry Average 65.3
Other Toothpaste Brands in Study (Alphabetical) Aquafresh Toothpaste, Arm & Hammer Toothpaste, Mentadent Toothpaste, Sensodyne Toothpaste
2011 Harris Poll EquiTrend® Laundry Detergent Brand of the Year Rankings 55 60 65 70 75
Tide Liquid Laundry Detergent 72.4
Tide Powder Laundry Detergent 66.4
Arm & Hammer Laundry Detergent 63.8
Gain Laundry Detergent 63.0
Industry Average 62.6
Other Laundry Detergent Brands in Study (Alphabetical) All Laundry Detergent, Cheer Laundry Detergent, Purex Laundry Detergent, Surf Laundry Detergent, Wisk Laundry Detergent, Xtra Laundry Detergent
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2011 Harris Poll EquiTrend® Greeting Card Brand of the Year Rankings
60 62 64 66 68 70 72 74
Hallmark Greeting Cards 73.1
DaySpring Greeting Cards 70.9
Expressions from Hallmark Cards 69.4
Hallmark Shoebox Greeting Cards 69.2
American Greetings Cards 68.0
Industry Average 64.8
Other Greeting Card Brands in Study (Alphabetical) Ambassador Greeting Cards, Avanti Greeting Cards, Carlton Greeting Cards, Connections from Hallmark Greeting Cards, Hallmark Cards With Sound, Just for You from American Greetings Cards, Mahogany Greeting Cards, Papyrus Greeting Cards & Stationary, Recycled Paper Greetings Cards, Sinceramente Hallmark Greeting Cards
2011 Harris Poll EquiTrend® Major Appliances Brand of the Year Rankings
64 65 66 67 68 69 70 71
KitchenAid Major Appliances 69.8
Kenmore Major Appliances 69.5
Whirlpool Appliances 69.1
GE Appliances 69.1
Industry Average 66.4
Other Casual Dining Brands in Study (Alphabetical) Electrolux Appliances, Frigidaire Appliances, LG Appliances, Maytag Appliances, Samsung Appliances
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2011 Harris Poll EquiTrend® Power Tool Brand of the Year Rankings
62 64 66 68 70 72 74 76
Craftsman Tools 75.0
Black & Decker Tools 70.4
Dewalt Tools 69.0
Ridgid Power Tools 68.6
Irwin Industrial Tools 68.3
Stanley Non-power Hand Tools 66.9
Industry Average 66.5
Other Power Tool Brands in Study (Alphabetical) Bosch Power Tools, Husky Tools, Kobalt Tools, Ryobi Tools, Skil Tools
2011 Harris Poll EquiTrend® Paint Brand of the Year Rankings
56 58 60 62 64 66 68 70 72
KILZ 70.1
Benjamin Moore 64.5
Behr 64.2
Sherwin-Williams 63.6
KILZ Casual Colors 62.2
Industry Average 61.9
Other Paint Brands in Study (Alphabetical) Dutch Boy, Glidden, Olympic, Pittsburgh Paints, Valspar
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