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Target Corp. is among 12 brands that have ranked No. 1 in equity within their respective categories for five or more consecutivce years, according to the 2015 Harris Poll EquiTrend study. Many of these brands scored in the top 10 percent of all brands measured in EquiTrend in 2015.
Among other Brands of the Year in the retail category were supermarkets Publix, Hy-Vee and Wegmans; mass merchandiser Costco; dollar store Dollar Tree; drug store CVS/Pharmacy; convenience store Sheetz; and e-commerce site Target.com.
"Brands that build and keep their promise over time — and develop strong differentiation — stay relevant for the long term," observed Joan Sinopoli, VP of brand solutions at Rochester, N.Y.-based Harris Interactive. "Strong equity has value and can sustain companies through hard times. Target remains one of America's most esteemed brands despite the data breach in 2014, and consumers are willing to give it a chance to rebound."
The EquiTrend Brand Equity Index consists of three key factors — familiarity, quality and consideration — that result in a brand equity rating for each brand. Those that rank highest in equity receive the Harris Poll EquiTrend Brand of the Year award for their category. For this, the 27th annual study, more than 38,000 Americans assessed 1,410 brands across 148 categories. The polling took place between Jan. 8 and Feb. 2, 2015.