BrandEquity Survey 2004

What do Wal-Mart, Visa, Nokia, and Google have in common, and why does Reynolds Wrap outdo them all?

The first three were all the top ranking brands in their respective categories according to the 2004 Harris Interactive EquiTrend Brand Study. But Reynolds Wrap Aluminum foil was the top-ranking brand of all 1,031 brands surveyed.

Wal-Mart toped the list of retail brands with Home Depot, Target, and Barns & Noble close behind. Visa led the way in financial services and insurance brands with MasterCard, American Express Travelers Cheques, and Blue Cross/Blue Shield following. Nokia took the prize for telecommunications brands followed by Motorola, LG, and Verizon. Google was the winner in online brands with Yahoo,, and chasing.

For overall top brand, Reynolds Wrap was followed by Hershey’s Milk Chocolate Candy Bars, Ziploc Food Bags, and Heinz Ketchup.

No pure online brand made it into the top ten overall brands. But Barnes & Noble and Best Buy, which came in at numbers four and five respectively out of 97 in the retail brands category, also placed among the top ten online brands.

EquiTrend has been comparing brands across product categories since 1989. This year it measured familiarity, quality, purchase intent, brand expectations, and distinctiveness to determine the most valuable brands in the U.S. The survey was conducted with 24,046 consumers aged 15 and over between April 23 and May 24, 2004.

With Barnes & Noble and Best Buy scoring in both the retail and online brands categories, can other companies be far behind? We think not. Look for more crossover between major retailers and online success in the near-term future.

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