Consumers rated 3,000 brands for this year’s Harris Poll and the results range from predictable to downright weird
It’s not as easy being a brand as it used to be. In the age of social media, intensely partisan consumers are ready to repuporse every piece of news into a salvo in the neverending culture war. One day you’re on top of the world, the next your pizza chain CEO is forced to resign for using the N-word in a media training exercise. That’s before we even get to all the perils of social media, where one errant tweet can create a media maelstrom, or else spark a boycott from either the left, as we’ve seen with Chick-fil-A, or the right, as we’ve seen with Keurig and Nike and the NFL, to name but a fraction.
Some brands keep things slow and steady on the other hand. That’s where the Harris Poll’s annual EquiTrend Study comes in. Now in its 30th year, the poll attempts to measure brand health over time across a variety of consumer fields. To do so they judge on three criteria: familiarity, quality and purchase consideration. This year, they say, 77,000 US consumers rated 3,000 brands to crown a winner in each category. The results range from predictable, to surprising, to downright weird.
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