Candy, Snacks Top Brands With High Equity

NEW YORKHershey's Kisses are tasting sweet success today after a new Harris Interactive poll revealed consumers rank it No. 1 overall in brand equity. According to the 2010 EquiTrend® study, the comfort food category reigned supreme with M&Ms, Hershey Bar, Oreo Cookies and Snickers all ranking high.

The annual brand equity study measures more than 1,000 brands across 42 categories and has been tracking consumers' awareness and perception of brands for over 20 years.

Even in a time of economic turmoil, consumers remind us that those brands that have consistently delivered on their promise are those that are rewarded with long term equity," said Jeni Lee Chapman, EVP, Global Brand and Communication Consulting at Harris Interactive. It's been a tough year for marketers as they carefully manage their brand investments and strive to protect their long-term equity. The EquiTrend® data indicates consistency and strength, despite the recession, for those brands that have not wavered from their promise."

25 Highest Ranked Brands

The lowest rated brands in the study come from the cigarette companies, online dating sites, online universities and the financial sector. The fallout from the government bailouts tarnished many well established brands but the good news is that some companies such as AIG and General Motors are slowly rebounding. These brands are working hard to understand how to win back the trust of the U.S. consumer.

Click here to view the list of the highest ranked brands in certain select categories.