NEW YORK–Dyson, Crock-Pot, Tempur-Pedic, Weber and Kenmore were among the home furnishings brands named Brand of the Year in their respective categories in a 2013 Harris Poll EquiTrend study.
The study measures the perceptions of more than 38,500 American consumers on more than 1,500 brands across more than 15 categories. It is comprised of three main factors: familiarity, quality and purchase consideration.
Dyson led the vacuum cleaner category for the second year in a row. “While their familiarity shows room for reinforcement and growth, consumers are recognizing Dyson’s quality and are considering them more so than the competition,” said Aaron Kane, senior research director, multi-client research at Harris Interactive. Dyson also shows strong consumer connection and brand momentum scores. Other vacuum cleaner brands that came in ahead of the category average included Hoover, Kenmore and LG.
In its second year in EquiTrend, Crock-Pot overtook long-standing small kitchen appliance category leader KitchenAid. KitchenAid remains above the category average, along with Cuisinart, Black & Decker, Calphalon and GE.
Tempur-Pedic, the mattress winner, showed a strong consideration score, along with strong scores on connection and brand momentum. Other brands that came in ahead of the category average include Sealy and Serta.
Weber received the Gas Grill Brand of the Year for the second year in a row. Weber performed well on many key EquiTrend measures, Harris said, including consumer connection and brand momentum. The only other gas grill brand coming in ahead of category average was Char-Broil.
After closely trailing KitchenAid for the past three years, Kenmore returned as the top ranked major appliance brand, a position it last held in 2009. “Kenmore’s long history has no doubt played a role in it being a strong brand in the category for several years, with its ratings among the top three for this category since 2005,” Kane said. “This year the brand achieved one of its highest Equity scores to date, largely due to increased familiarity and purchase consideration.” Other brands coming in ahead of the category average were KitchenAid, Whirlpool, Viking, GE and Samsung.