|
Discovery
has just added another feather to its cap as far as world
class branding is concerned. It measured No.1 in overall quality
in the latest EquiTrend online brand study, conducted by Harris
Interactive.
Although
it has consistently scored high this is the first time that
Discovery Channel has placed first among all brands in overall
quality, an official release says.
EquiTrend World Class* Brands
|
Spring
2002
Rank
|
Brand
|
Fall
2001
Rank
|
Spring
2001
Rank
|
Quality
|
Salience
|
Equity
|
|
1
|
Discovery
Channel
|
4
|
3
|
8.38
|
92
|
77.1
|
|
2
|
Craftsman
Tools
|
1
|
2
|
8.37
|
89
|
74.5
|
|
3
|
Hershey's
Kisses
|
8
|
NA
|
8.16
|
99
|
80.8
|
|
4
|
Bose Stereo & Speakers
|
6
|
6
|
8.15
|
70
|
57.1
|
|
5
|
WD-40
Spray Lubricant
|
5
|
7
|
8.15
|
91
|
74.2
|
Rolls Royce
(#15) and National Geographic Magazine (#21) move out of the
top ten but maintain high scores of 7.98 and 7.90 respectively.
While TLC (The Learning Channel) (#8) moves into the top ten
with a world class score of 8.12, History Channel (#22) leaves,
but carries a strong 7.90 overall quality score.
One of the most improved brands, in comparison with the fall
2001EquiTrend results was Sundance Television Network, which
improved its brand quality perception from 5.51 to 5.96 bringing
it closer to the average rating of 6.06 for all brands. In
the category of television networks, EquiTrend tracks 85 television
networks and 228 media brands, the release says.
The top 10 television networks in this wave are listed below
and have been consistently strong over time. Eight of the
top 10 television network brands are informational (i.e.,
most of the programming provides information). The only two
non-informational television network brands in the top 10
for this category are A&E and Disney Channel. This is Disney
Channel's first appearance on this list.
Media Television
Network Category Ranking
|
Spring
2002
Rank
|
Brand
|
Fall
2001
Rank
|
Spring
2001
Rank
|
Quality
|
Salience
|
Equity
|
|
1
|
Discovery
Channel
|
4
|
3
|
8.38
|
92
|
77.1
|
|
2
|
The
Learning Channel
|
1
|
2
|
8.37
|
89
|
74.5
|
|
3
|
History Channel
|
8
|
NA
|
8.16
|
99
|
80.8
|
|
4
|
National Geographic
|
6
|
6
|
8.15
|
70
|
57.1
|
|
5
|
PBS
|
5
|
7
|
8.15
|
91
|
74.2
|
|
6
|
A&E
|
7
|
7
|
7.45
|
81
|
60.3
|
|
7
|
Animal
Planet |
11
|
8
|
7.36
|
74
|
54.5
|
|
8
|
Weather
Channel
|
8
|
11
|
7.35
|
91
|
66.9
|
|
9
|
Disney
Channel
|
13
|
12
|
7.28
|
86
|
62.6
|
|
10
|
Discovery Health Channel
|
10
|
9
|
7.22
|
63
|
45.5
|
EquiTrend
was conducted via the Internet by Harris Interactive within
the United States between May 2 and 10, 2002. In America a
cross-section of 35,869 consumers, ages 15 and older were
randomly selected from the Harris Interactive online panel
of respondents and invited to participate. Survey data were
weighted using 2000 U.S. census data and by adjusting for
respondents' propensity to be online.
EquiTrend measures brand equity across many categories, and
the study provides a comprehensive view of a brand's current
position against competitors and helps to identify potential
synergies in the marketplace. It can also be used to assess
goodwill in a brand - normally an elusive element to quantify.
Each respondent was asked to rate 100 brands (out of total
brands measured), 20 of which were "core brands" (asked of
everyone), and 80 wererandomly selected from the remaining
brands. All respondents were asked to rate the same 20 core
brands in order to calibrate the data.
Harris
Interactive is a worldwide market research and consulting
firm best known for The Harris Poll and its pioneering use
of the Internet to conduct market research.
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