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Not the Best U.S. Retail Brands - 2012 Harris EquiTrend Brand Survey Results

Retail Brands Rated Below Average For Appeal, Familiarity, and Positive Impact

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Not the Best U.S. Retail Brands - 2012 Harris EquiTrend Brand Survey Results
Reprinted with permission from DollarGeneral.com
Updated March 21, 2013
Starbucks, Jaguar, and Macy's are not the best retail brands, according to more than 38,000 consumers surveyed. It would be easy to disregard the surprising results of this survey except that Georgetown University has already validated a correlation between these below average brand ratings and below average financial performance. At least that’s what research company HarrisInteractive claims, after conducting and compiling its EquiTrend survey results for the past 23 years.

It is impossible to ignore the fact that the HarrisInteractive brand survey results are quite contrary to a number of other well-known and well-respected brand research studies. BP, Chevron and Starbucks were designated to be among the 100 Most Valuable Brands in the World in 2012 by research agency MillwardBrown Optimor. When brand consultancy company Interbrand assigns a monetary value to global retail brands, Family Dollar, Dollar General, Marshalls and Macy’s are retail brands that are high on the list.

How can the results of these brand studies be so disparate? One word. Customers.

Most brand studies are conducted, compiled, and analyzed by branding experts. The HarrisInteractive study was completed using the opinions of real people who have real interactions with realities of retail brands. And consumers aren’t very interested in methodologies, spreadsheets, and predictions. Consumers just know which brands are the best based on experience, not on research theory.

What follows is a list of U.S. retail industry brands that are considered to be "below average" based on consumer ratings of the brand, and compared to other retail brands measured. This list is arranged in alphabetical order, not in any kind of ranking order. These retail brands are considered to have below average brand equity with consumers, according to Harris Interactive research organization.
  • Arby's Restaurants

  • BP am/pm Convenience Stores

  • Bahama Breeze

  • Bruegger's Bagels

  • Buick

  • Carraba's Restaurant

  • Chevron Food Mart Convenience Stores

  • Chili's Restaurants

  • Chipotle

  • Chrysler

  • Church's Chicken

  • Circle K Convenience Stores

  • Costco Pharmacy

  • Denny's

  • Dodge

  • Dollar General

  • Domino's Pizza

  • Family Dollar

  • Flat

  • Hardees

  • Jack in the Box Restaurants

  • Jaguar

  • KFC Restaurants

  • Kia

  • Kmart

  • Kmart Pharmacy

  • Land Rover

  • Lincoln

  • Little Caesar's Pizza

  • Long John Silvers

  • MINI Cooper

  • Macy's Department Stores

  • Marshalls

  • Mazda

  • Mitsubishi

  • Neiman Marcus

  • Quiznos

  • Red Lobster

  • Romano's Macaroni Grill

  • Saab

  • Saks Department Store

  • Sears Department Stores

  • Shell Convenience Stores

  • Shoney's

  • Sonic America's Drive-In Restaurants

  • Starbucks

  • Suzuki

  • TJ Maxx

  • Taco Bell

  • Target Pharmacy

  • Tim Horton's

  • Volvo

  • Wal-Mart Pharmacy

  • White Castle


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