The Harris Poll has released its 29th annual study of America’s top brands, and Kohl’s is one of the retail brands on top.
Kohl’s earned the top position in the department store category of the poll, in which more than 100,000 U.S. consumers assessed more than 4,000 brands across more than 450 categories.
Other retailers named as Brands of the Year included:
Luxury department store: Nordstrom
Off-price: TJ Maxx
Electronics store: Best Buy
Sporting goods: Dick’s Sporting Goods
Coffee & quick-serve restaurant: Starbucks
Hardware and home store: The Home Depot
This year’s poll revealed that in a country facing a “values chasm,” Americans are rallying around brands aligned with their personal values.
“Age is certainly a driver of liberal versus conservative values, but there are other fundamental differences suggesting that there is less a divide based on age alone,” said Joan Sinopoli, VP of brand solutions at The Harris Poll. “It’s more of a divide based on ideologies and world views, and we see those values played out for politically and socially active brands.”
Based on consumer response, Harris Poll’s 29th annual EquiTrend Study measures brand health and utilizes a “brand equity index” that is comprised of three factors: familiarity, quality and purchase consideration. Each brand receives an equity rating. Brands ranking highest in equity receive the “Brand of the Year” award for their respective categories.
The full Harris Poll EquiTrend Brands of the Year list can be found here.