NEW YORK-KitchenAid has been cited as the 2011 Harris Poll EquiTrend Brand of the Year in both small appliances and major appliances.
The result came from an online study conducted by Harris Interactive, the polling organization, among 25,099 consumers aged 15 and older. In small appliances, KitchenAid finished ahead of number two Cuisinart and number three Black & Decker. In major appliances, Kenmore finished second, followed by Whirlpool.
The study, which evaluated brands in 53 separate product categories, rated the brands based on equity, consumer connection, commitment, brand behavior, brand advocacy and trust. Harris Poll said the keystone paradigm is equity, which provides an understanding of the brand’s overall strength and which is determined by a calculation of consumers’ familiarity, quality and purchase consideration.
“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…have their trust.”