Market research from the 2012 Harris Poll EquiTrend study has just been released. This year Honda was just recognized as the “Brand of the Year” in the “Full Line Automotive” category according to the study.
Market research from the 2012 Harris Poll EquiTrend study has just been released. This year Honda was just recognized as the “Brand of the Year” in the “Full Line Automotive” category according to the study. How did the study come up with its results?
“Using an academically vetted brand equity model with elements like familiarity, quality, and purchase consideration, brands create powerful connections with consumers.The stronger the brand, the greater the bond. The Harris Poll EquiTrend study benchmarks how deep those bonds go and honors the highest ranked brands in each award category.”
The study surveys thousands of U.S. consumers online about their brand perceptions.
“This study offers strong evidence that the Honda brand continues to be well-regarded by American consumers,” said Mike Accavitti, vice president of National Marketing Operations for American Honda. “The combination of strong brand equity and a fresh line-up of new models that resonate with customers will drive strong growth for us this year.”
Mercedes-Benz topped the “Luxury Automotive” category.
