Macy’s unseats Kohl’s as...

Macy’s ranked as the department store of the year in the Harris Poll’s 28th annual EquiTrend Stud, which recognizes the strongest brands based on consumer response.

In coming out on top, Macy's unseated Kohl's, which has held the honor since 2012. Macy's also showed one of the largest brand equity increases (+7%) over a three-year period.

“Consumers form impressions of brands long before they ever use them, based on their perceptions and what they may know from trusted sources,” said Joan Sinopoli, VP of brand solutions at Nielsen, which owns The Harris Poll. “This high-level equity is the gateway to eventual purchase; it also helps to protect brands from the consequences of an occasional misstep.”

Nordstrom reclaimed the Luxury Department Store Brand of the Year title from Lord & Taylor.

Other retailers taking Brand of the Year honors by ranking first in their respective categories included:

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  Discount shoe stores: DSW Shoes (third consecutive year);


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  Electronics store: Best Buy;


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  Hardware & home store: The Home Depot (fourth consecutive year);


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  Off-Price Retailer: TJ Maxx (first time as Brand of the Year);


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  Sporting Goods Store: Cabela’s (reclaiming honor from Dick's Sporting Goods); and


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  Coffee and quick serve restaurant: Dunkin’ Donuts.

The Harris Poll survey measures brands' health based on three factors: familiarity, quality and purchase consideration. This year, more than 97,000 U.S. consumers assessed more than 3,800 brands across nearly 500 categories.

For a complete list of the winners, click here.