NEW YORK-Target, Kohl’s and Costco all achieved top rankings in the 2012 Harris Poll EquiTrend Study, a survey about brands across several retail segments.
Target finished as Value Retail Brand of the Year, scoring well with survey respondents in familiarity, quality and purchase intention. Kohl’s was cited as Department Store Brand of the Year, due its high scores in purchase consideration. The survey participants ranked Costco as Gasoline Retail Brand of the Year, based on its high scores for quality and purchase consideration.
The Harris Poll EquiTrend Study tracks brand equity for more than 1,500 brands. Conducted online from Jan. 31 through Feb. 20, the survey queried more than 38,500 consumers on how well the public knows a brand, how positively they think of a brand and their consideration to do business with or donate to a brand.