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 2)22. I didn't see "Scotch Tape" in the brand recognition group. When I'm wrapping a package or looking around the house for tape, I don't say "where's the 3m tape?"
Posted at 11:38AM on Jun 23rd 2006 by JuJu
23. I think Chore Boy is gaining in popularity. Stores everywhere hide it behind the counter so the customers don't steal it.
Posted at 11:38AM on Jun 23rd 2006 by Dink
24. I love the GE commercial with the dancing elephant- mentioning so made my husband stop and take a look also- and now we pause everytime we see it. Straight forward,catchy,vivid colors and the elephant is cute to- always makes me smile!
Posted at 11:38AM on Jun 23rd 2006 by Dianna Green
25. What about qtips? Ive never heard anyone call them ear swabs.
Posted at 11:39AM on Jun 23rd 2006 by Will
26. I've heard people refer plastic storage bags as "baggies", just like Clorox or kleenex, only I think they were refering to current brands still on the market, Baggies was a brand of bags that were around in the 70s, and I haven't seen them since the 80s, the ads used to have an animated alligator as its spokesperson, gee I'm getting old....
Posted at 11:42AM on Jun 23rd 2006 by drew g
27. Steven and elvato, Baggies came on a roll in a small red box, that was the sandwich bag that was always used. I still refer to sandwich bags as "Baggies". Yes steven it was a name brand. Good call Nancy.
Posted at 11:53AM on Jun 23rd 2006 by Pidrate
28. "Advertising." What is it? Advertising as we know it in America, consists of unconscionable corporations pimping the unneeded and unwanted to the stupid, greedy, and disinterested. American advertising has helped make obscene, pathological consumption our prime reason for living, to the detriment of our health, our environment, our spirits, and the welfare of our families and our planet. Advertising has usurped and totally corrupted the world's most efficient and promising medium of communication and education: Television. At this moment, a Republican bill to withdraw all funding from PBS and NPR, two of our last remaining media of education, news and quality entertainment, awaits Senate approval. The advertising industry supports it. We are eating our planet, blinded by the evil that is modern advertising and marketing. And no, I'm not just another churlish and bitter curmudgeon. I spent 30 profitable years in the advertising industry as a writer, producer and director. I will take the shame and regret of my participation in the sophomoric, rapacious and amoral industry that is advertising to my grave. When future generations, if any, revisit the crimes against humanity that advertising has committed, they will never forgive us. J. Brian Thompson
Posted at 11:55AM on Jun 23rd 2006 by J. Brian Thompson
29. WD40 is a good one... never seen it advertised yet we all know what it is
Posted at 12:00PM on Jun 23rd 2006 by David
30. The only people that use Chore Boy any more are the Crack heads that steal it for their crack pipes you fool.Im sure most use 3m Scotch Brite pads for legal puposes. Or Brillo.
Posted at 12:13PM on Jun 23rd 2006 by Mark
31. Baggies was the wording for sandwich bags when I was growing up too. It has nothing to do with being
a stoner or living in a small village, and your "DUH" remark was rude and uncalled for.
It has to do with what part of the country
you grow up in; which terms are used and
learned by all of us.
Yes, baggies is not a brand name, but alot
of us probably used the same brand, and we
always bought that brand. Baggie is just
what we called them. Our grocery list says,
"baggies", but when we get to the store, we
will pick up Ziploc or whatever brand it is
we prefer.
It doesn't make you a bigger person when you make
your small comments intended to demean someone.
Posted at 12:13PM on Jun 23rd 2006 by DEB
32. I may be the only one who still refers to all video game systems, (ex. Xbox, Platstation) as nintendo.
Posted at 12:25PM on Jun 23rd 2006 by Gordo
33. Yes...Baggies is a brand name. Made by Hefty.
http://www.mybrandsinc.com/ShopOnline/Catalog.asp?t=6&s=B&ss=BAGG&p=1506
Posted at 12:29PM on Jun 23rd 2006 by Lisa
34. I've heard many people call diapers "Pampers".
Posted at 12:31PM on Jun 23rd 2006 by Robin
36. I think what's really important to remember about this finding is how these brands weigh against the competition. ESPECIALLY generic competition. For example, I would argue that more people would be fine buying generic bandages for 1/3 the price than the Band-Aid brand. Brands like Kleenex, Reynolds Wrap, Clorox bleach, even WD-40 have created products that stand out against the rest in terms of quality. So, they have continued to succeed.
Posted at 12:50PM on Jun 23rd 2006 by BKT
37. LOL!!! Baggies is a used term...more so for refer. Were you never in jr. high/high school? Ok, I may be watching the wrong channel or too much fast forwarding, but I don't know the GE/Elephant commercial. Grrr... Brand names, Coke? Especially in regions where every pop/soda is referred to as a "coke"
Posted at 1:41PM on Jun 23rd 2006 by kelly
21. Only STONERS use the term "Baggies". Ok, I've got the munchies now....
Posted at 11:32AM on Jun 23rd 2006 by mike