I was going to ask readers what America's strongest brand name was, but I just realized I gave it away in the title. According to a survey conducted by Harris Interactive, Reynolds Wrap -- not Nike or McDonalds or Coke -- has the strongest brand equity among American consumers. In fact, most of the top ten brands on the list are for common household products like Kleenex, Clorox bleach, Ziploc bags (which is in the top ten twice), Windex, and WD-40 (whose media support budget last year was a measly $25,400, according to the linked AdAge article). Heinz ketchup and Campbell's soup round out the top ten.Reynolds Wrap: America's strongest brand name
I was going to ask readers what America's strongest brand name was, but I just realized I gave it away in the title. According to a survey conducted by Harris Interactive, Reynolds Wrap -- not Nike or McDonalds or Coke -- has the strongest brand equity among American consumers. In fact, most of the top ten brands on the list are for common household products like Kleenex, Clorox bleach, Ziploc bags (which is in the top ten twice), Windex, and WD-40 (whose media support budget last year was a measly $25,400, according to the linked AdAge article). Heinz ketchup and Campbell's soup round out the top ten.Reader Comments
(Page 1)2. There is a more reliable list of America's most love brands at http://www.namequest.com/brand-advertise.htm
Posted at 6:55AM on Jun 23rd 2006 by John Hoeppner
3. Check out NameQuest research on the web - there is a page that links to a study of America's most loved and least loved brands
Posted at 6:58AM on Jun 23rd 2006 by John Hoeppner
4. ROFL @ Rocko! Adhesive Medical Strip lol! Yeah, that'll catch on with the average American. How about the word bandage instead.
Posted at 7:16AM on Jun 23rd 2006 by Spencer
5. The NameQuest data is flawed regarding "least loved", as they rank only 130 names. Of course even some well known names would fall to the bottom - those not many people own or can afford (Audi or Saab, for example), or those that don't feature the name prominently in advertising (Scott Paper). I suppose to some people unknown counts as unloved, but the titles "most loved" and "least loved" are misleading. Although maybe it's true for the wireless company names in the bottom 10...
Posted at 7:22AM on Jun 23rd 2006 by Mark Hanson
6. I can't believe Sesame Street didn't make the list for most loved brand with it's mission to help children reach their highest potential through the educational power of media. Maybe they don't include non-profit brands like Sesame Street in the survey?
Posted at 7:37AM on Jun 23rd 2006 by Nancy Stevenson
7. I AM SURPRISED THAT BAGGIES DID NOT MAKE THE LIST. MOST PEOPLE THAT I KNOW REFER TO A SANDWICH BAG AS A BAGGIE NO MATTER WHAT BRAND IT IS.
Posted at 8:14AM on Jun 23rd 2006 by NANCY SASSO
8. The best commercial on TV today -- the dancing elephant in the GE ad. But I am awfully tired of the green lizard in the insurance ads. But that's what the mute button on my remote is for.
Posted at 8:20AM on Jun 23rd 2006 by bobbe quinlan
9. The article was misquoted...Heinz is ranked 7th; Windex is 9th.
"SCJ's Ziploc food bags, Ziploc containers and Windex glass cleaner ranked second, eighth and ninth, respectively.
Rounding out the top 10 were Hershey's candy bars (No. 3), Kleenex tissues from Kimberly-Clark Corp. (No. 4), Clorox Bleach (No. 5), WD-40 lubricant (No. 6), Heinz ketchup (No. 7) and Campbell's soup (No. 10)."
Posted at 8:34AM on Jun 23rd 2006 by ladymadchen
10. The Name Quest Data is not more reliable, as its sample is approximately 1/10 of that cited in the article, (2600 people). The survey taken in the EquiTrend survey cited in the article is based on 25,666 consumers.
Posted at 8:41AM on Jun 23rd 2006 by ladymadchen
11. What about Trojan? Lol
Posted at 8:56AM on Jun 23rd 2006 by Meghan
12. How about xerox, every one says xerox this for me, even though xerox is a type of copy machine.
Posted at 9:07AM on Jun 23rd 2006 by max seubert
13. The wellness industry is soon to be a trillion dollar industry. Tahitian Noni International, after 10 years in business is already at over 3 billion of that trillion. Did you even consider Tahitian Noni Juice (which is a world recognized brand) in you survey? 10 years, 3 billion. HELLO!!!!!!!
Posted at 9:46AM on Jun 23rd 2006 by Larry Hamer
14. Don't forget that things can be called by different names in different areas of the country. Out here we don't ask someone to xerox, we ask them to copy. It's not a sack, it's a bag.
As for this Tahitian thing, never heard of it.
Posted at 10:02AM on Jun 23rd 2006 by T-Man
15. What about Xerox? I cannot count how many times I've heard peole say at work "Where is the Xerox machine on this floor" and we use Canon!
Posted at 10:06AM on Jun 23rd 2006 by Laura
16. Brand Recognition is important! However don't lose sight of the statistic that is far more important to all businesses, the rate at which we consume their product or service. A company doesn't necesarily have to be in the top ten in perception, just higher than their competition!
Posted at 10:11AM on Jun 23rd 2006 by Michael Patten
17. How about Viagra? Baggies is not a brand name....duh!!!
Posted at 10:33AM on Jun 23rd 2006 by steven
18. I agree that the best ad is the GE commercial where the elephant does the Gene Kelly "Singin' In the Rain" dance - colorful, attractive, and I know the purpose of the ad! Wish there were more like that!
Posted at 10:41AM on Jun 23rd 2006 by Susie
19. Baggies? Nancy, that must just be your small village where they say that. I've never heard anyone refer to a "baggie."
Posted at 11:05AM on Jun 23rd 2006 by elvato
20. Kleenex gets my vote as the strongest brand name. Occasionally someone calls it a tissue but not often.
Posted at 11:10AM on Jun 23rd 2006 by Ruth Cherecwich
1. No Band-aid? Half their income alone probably comes from the mistake of using the word band-aid instead of adhesive medical strip in popular publications and movies.
Posted at 3:55PM on Jun 22nd 2006 by rocko