Harris Poll EquiTrend®

Developed by the Brand and Communications Consulting practice at Harris Interactive, Harris Poll EquiTrend is an annual comprehensive tracking study that measures and compares the brand health for over 1,500 brands in over 50 categories. EquiTrend was first launched in 1989 and today surveys over 37,000 U.S. consumers age 15 and older. Using the current Brand Equity Model, data can be trended back to 2005. This annual tool provides a simple yet diagnostic look at your brand's current status within and outside your category.

How Clients Use EquiTrend for Business Decision-Making:

• Brand Equity used as one overall metric to measure and monitor  brand and competitive brand health over time with and with a rich historical data set
• Used with current tracking to round out competitive landscape
• Used as foundation for new brand tracking program
• For organizations with limited budget, EquiTrend is a cost-effective, time-tested and academically vetted annual assessment of brand health
• Prepare for entry into a new market by assessing the current competitive landscape and historical trends in the market
• Assess targets for acquisition using real-world validated, time tested measures of brand health and brand equity
• Evaluate potential relationships, such as co-branding (e.g., Master Card & PGA Tour) or cause-related marketing (e.g., St. Jude & Target Stores) 
• Identify which groups have the most “goodwill” towards your brand, or a competitor’s brand by breaking down the data by 28 demographic segments
• Benchmark your brand against “premier” brands in other industries or categories—more than 1500 brands across more than 50 industries are surveyed
• Assess the impact of advertising and marketing campaigns
• Assess the impact of your advertising and marketing campaigns

What Does EquiTrend Measure?

EquiTrend is an annual evaluation of engagement with a brand. In order to obtain a well-rounded understanding of where and how a brand fits within the larger universe of brands, we have distilled brand engagement down to three key areas:

1. Brand Equity - A composite of: Familiarity, Quality, and Purchase Consideration
2. Connection - Consumer Connection helps us understand the connection brands have with your customer base. Consumer Connection includes: Emotion, Fit, Trust and Performance
3. Buzz - Understanding which brands generate the most and the least conversation, online, in social media and offline has become increasingly important for brand management.

Reporting Options

• Category Report - Full report focusing on all brand within a select category
• Custom Report - Full report focusing on a custom selection of brands
• Competitor and Partner Analysis Maps - To analyze co-branding and partnering ventures

EquiTrend Categories