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Harris Poll: Hy-Vee, Publix, Wegmans, Costco lead in brand equity


New York – The 2014 Harris Poll EquiTrend (EQ) study, which measures brand equity for more than 1,500 brands across 170 categories, finds traditional grocery store brands rank highest overall in three of the four regions surveyed. The EQ index examines three key factors of brand equity: familiarity, quality and purchase consideration.

In America's heartland, consumers name Hy-Vee as the Midwest Grocery Store Brand of the Year. While not among the most familiar brands for the region, consumers who are familiar with the brand give strong marks for quality and purchase consideration. Also ranking above the Midwest Region Grocery Store category average are Meijer, Giant Eagle, Kroger, Whole Foods Market, Trader Joe's, Walmart (Groceries) and Jewel & Jewel-Osco.

In the Northeast, Wegmans is Brand of the Year in the Grocery Store category. With about 80 stores, most located in New York and Pennsylvania, Wegmans has a smaller footprint than many competitors in the region. Trader Joe's, Whole Foods Market, ShopRite, Hannaford Bros., BJ's Wholesale Club (Groceries), Stop & Shop, Costco (Groceries), Price Chopper and Giant Food Stores also rank above the Northeast Region Grocery Store category average.

Publix is its Grocery Store Brand of the Year in the South for 2014. Primarily located in Florida and Georgia, Publix earns the top ranking with strong purchase consideration ratings and quality marks. Also ranking above the South Region Grocery Store category average are Walmart (Groceries), H-E-B, Trader Joe's, Harris Teeter, Whole Foods Market, Kroger, Sam's Club (Groceries) and Target (Groceries).

Costco is the Brand of the Year among West Region Grocery Stores, with the highest brand equity ranking of any brand in any region. Other brands to rank above the category average in the West Region include Trader Joe's, Whole Foods Market, Safeway and Stater Bros. Markets.

When looking across the four regions, it is worth noting that both Trader Joe's and Whole Foods Markets are the only national brands to rank above the category average in all four regions, with consistently strong quality and purchase consideration scores.

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