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    Anshul Sharma
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    This document summarizes the results of an annual poll conducted by Harris Interactive that asks American consumers to identify the three brands they consider the best. Nearly 2,400 adults were asked in online interviews to spontaneously name up to three brands they personally regarded as the best. The 10 brands most often mentioned were Coca-Cola, Toyota, Dell, Ford, Kraft Foods, Pepsi-Co, Microsoft, Apple, Sony, and Honda. However, some critics argue that such one-question polls do not accurately capture the true equity of a brand.

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    This document summarizes the results of an annual poll conducted by Harris Interactive that asks American consumers to identify the three brands they consider the best. Nearly 2,400 adults were asked in online interviews to spontaneously name up to three brands they personally regarded as the best. The 10 brands most often mentioned were Coca-Cola, Toyota, Dell, Ford, Kraft Foods, Pepsi-Co, Microsoft, Apple, Sony, and Honda. However, some critics argue that such one-question polls do not accurately capture the true equity of a brand.

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    © All Rights Reserved
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    10 views1 page

    MKT 605N - 28

    Uploaded by

    Anshul Sharma
    This document summarizes the results of an annual poll conducted by Harris Interactive that asks American consumers to identify the three brands they consider the best. Nearly 2,400 adults were asked in online interviews to spontaneously name up to three brands they personally regarded as the best. The 10 brands most often mentioned were Coca-Cola, Toyota, Dell, Ford, Kraft Foods, Pepsi-Co, Microsoft, Apple, Sony, and Honda. However, some critics argue that such one-question polls do not accurately capture the true equity of a brand.

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    of 1

    5/20/2021 IGNITOR Student

    N . ” !=

    Marketing
    Communications

    _ ....

    Marketing researchers and pollsters are constantly surveying people about their
    likes and dislikes, their voting intentions, their thoughts about which actors should
    win Academy Awards, and on and on. Needless to say, pollsters also investigate
    consumers’ thoughts and feelings toward brands. Harris Interactive, the world’s
    twelfth largest market research firm, conducts an annual poll that requests American
    consumers to indicate which brands they consider best. A recent poll involved online
    interviews with nearly 2,400 adults. Interviewees were asked a single question: ”We
    would like you to think about brands or names of products and services you know.
    Considering everything, which three brands do you consider the best?" lnterviewees
    were, in other words, asked to spontaneously identity up to three brands that they
    personally regarded as the “best.” Results from the poll identified the following 10
    brands as those most often mentioned as best:‘

    CocaCola
    Cl u n a u u m m - n - m m r - a

    Sony
    Toyota
    Dell
    Ford
    Kraft Foods
    Pepsi-Cole
    Microsoft
    Apple
    |...;

    Honda

    Critics ot this form of one-question polling suggest that such polls


    are not true indicators of the equity of a brand. Ford Motors, tor one
    example, is anything but one of the world's best brands when "best?" Safi…
    Material 21

    https://reader.ignitorlearning.com/#/book/ff1 a9b80—8f7c—4436-b4ad-6669ffd7ZeO7/core/content-player/ed363abd-1eb3-b147-7814-56d95ae17. . . 29/295

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