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Kohl’s, Nordstrom, Target and Walgreens tops in Harris poll


NEWYORK — Kohl’s, Nordstrom and Target ranked first in their categories in a new survey by Harris Interactive. The 2012 Harris Poll EquiTrend (EQ) study surveyed Americans about brands across several retail segments, revealing which brands prompted them to open their hearts—and consequently—their pocketbooks.

While all brands in the department store category dropped in 2012, Kohl's came out on top as the Department Store Brand of the Year. Kohl's edged out JCPenney in 2009 and has maintained its lead in the rankings ever since. Kohl's shows the highest overall brand equity score, carried by a strong performance in purchase consideration.

Nordstrom led the ratings in a new category and was named Luxury Department Store Brand of the Year. Lord & Taylor and Bloomingdale's, included in the study for the first time, placed second and third respectively in the luxury ratings.

In the value retailer category, Target was the Value Retail Brand of the Year, surpassing Walmart. While this is just the second year of this award category, in 2007 Target supplanted Walmart in overall retailer rankings, and has maintained its lead ever since. Top scores for all three elements of brand equity – Familiarity, Quality and Purchase Intention – drove this strong performance.

Walgreens takes the top spot as EquiTrend's first-ever Drugstore Brand of the Year, while CVS and Rite Aid came in second and third, respectively, in this new category for 2012. Top scores for Familiarity and Purchase Consideration boosted Walgreens to the top.

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