The Harris Poll today released its 28th annual EquiTrend Study, revealing the strongest brands in nearly 100 categories across the media, travel, financial, automotive, entertainment, retail, restaurants and household industries, based on consumer response.
Harley-Davidson joined the list of familiar brands to win the motorcycle category for 2016, news which should certainly help the American manufacturer ride through the latest discussions about its performance.
Measuring brands’ health over time, the EquiTrend Brand Equity Index is comprised of three factors; Familiarity, Quality and Purchase Consideration, which comes together for the result in a brand equity rating for each brand.
Brands ranking highest in equity receive the Harris Poll EquiTrend “Brand of the Year” award for their respective categories. This year, more than 97,000 U.S. consumers assessed more than 3,800 brands across nearly 500 categories.
“Consumers form impressions of brands long before they ever use them, based on their perceptions and what they may know from trusted sources,” said Joan Sinopoli, vice president of brand solutions at Nielsen, which owns The Harris Poll. “This high level equity is the gateway to eventual purchase; it also helps to protect brands from the consequences of an occasional misstep. The strength of a company’s brand equity can have direct business and financial outcomes.”
2016 Harley-Davidson Roadster - Source Harley-Davidson
Before the lines of motorcycle loyalties are drawn, it should be noted the Harris Poll EquiTrend Brand Equity Index has been academically vetted twice, showing that strong brand equity is associated with strong financial performance, even during a financial downturn, such as experienced in 2007-2010.
This is a familiar award for Harley-Davidson, winning the honor three out of the last four years. The award was won by Ducati in 2014 with Harley-Davidson coming in second that year.
In previous years, four motorcycle manufacturers fought for the award; Honda, BMW as well as Harley-Davidson and Ducati. Interestingly, no other brands outside of Harley-Davidson and Ducati were ranked in this year’s poll with the following footnote given;
Other Motorcycle brands in study ranked below category average (alphabetically): BMW Motorcycles, Honda Motorcycles, Kawasaki Motorcycles, Suzuki Motorcycles, Yamaha Motorcycles
Congratulations to Harley-Davidson and let the motorcycle brand arguments begin.
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