Market research firm Harris Interactive has released the 2010 results of
EquiTrend®, its renowned annual brand equity study that measures over 1,000 brands across 42 categories. Included in the study is a focus on automotive manufacturers, reviewing consumers’ opinions of 35 brands.
“We will be closely monitoring levels of consumer trust in automotive brands, especially as it relates to perceptions of personal safety and product quality. The recent crisis highlights just how quickly a foundation of trust can be shattered.”
In a year of turmoil for the automotive industry Hyundai and Subaru stand out as leaders in consistently building consumer brand equity over the past several years. These same brands have posted year over year sales increases while the industry has suffered double digit sales declines. “Our EquiTrend data suggests that in a severe downturn such as one experienced in the auto industry, brands with solid equity growth are resilient and can indeed succeed,” stated Carol Gstalder, Senior Vice President, Business and Industrial at Harris Interactive.
