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TMCNet:  2013 Harris Poll Canada EquiTrend® Study: Canadian Pride Shines Far and Wide

[April 09, 2014]

2013 Harris Poll Canada EquiTrend® Study: Canadian Pride Shines Far and Wide

(Canada Newswire Via Acquire Media NewsEdge) Canadians cherish their home grown brands. However, they are increasingly engaging with local and lifestyle affinity brands, demonstrating a growing attraction to tailored products and services.

TORONTO, April 9, 2014 /CNW/ - Canadians maintain a close, strong and deep relationship with their top home-grown brands, according to the findings from the 2013 Harris Poll Canada EquiTrend study. Mainstays like Tim Horton's, Canadian Tire, Shoppers Drug Mart, Telus, WestJet and Canada Post continue to be held in high regard and have each earned Brand of the Year honours in their respective categories. Even if the gains in their respective Equity scores are slight, these brands continue to add strength by engaging Canadians emotionally and actively, as they register significant increases (and for some, record high scores) in their Connection, Momentum and Advocacy scores.


Talk to me Canada!Even more revealing, being a Canadian brand may not be enough to maintain a high Equity score. Canadians reveal a strong connection to localized and seemingly more flexible brands, playing the 'shop local' card on the one hand and the emotional lifestyle affinity on the other hand.

Having a local touch is trendily still more favourable in certain categories. At a regional level, national brands are competing with stronger and stronger regional brands, particularly within the following categories: Not For Profit, Internet and TV Service Providers, Pharmacies, Supermarkets, News Channels, Newspapers or Insurance.

Striking a lifestyle affinity chord is paying off for both local and national brands. As seen by the significant increase in the equity scores of Hockey Night in Canada (within Sports Channels sub-category), Chatr Wireless and Koodo Mobile (within Mobile Phone Service Providers), and Samsung within (Mobile Devices), each of those brands is pushing the level of customer expectations higher and higher within these categories.

In the Sports Teams category, success on the "field" continues to add to the brand's Equity. Montreal Impact, fresh off their Canadian championship, earns Brand of the Year, beating out the Montreal Canadiens from a year before. Grey Cup finalists, Saskatchewan Roughriders and Hamilton Tiger Cats, both experienced significant gains in Equity over 2012 following their successful seasons.

2013 Harris Poll EquiTrend®- Brands of the Year Harris Poll Canada EquiTrend is an annual brand equity study that measures and compares the brand health of more than 400 unique brands across 30 categories in Canada. It evaluates consumer's engagement and offers a complete diagnostic of a brand's position within and outside of its industry. Besides Brand Equity (comprised of Familiarity, Quality and Consideration), the study also provides subscribers with insights into various aspects of consumer engagement including Consumer Connection, Brand Momentum, Advocacy, Brand Usage and Social Media Engagement.

Brands that rank highest in Equity receive the Harris Poll Canada EquiTrend® "Brand of the Year" award: 2013 Harris Poll Canada EquiTrend®Brands of the Year Category Brand Category Brand Airlines (domestic) WestJet Quick Service Restaurants Tim Hortons Automobiles Toyota Retail – Banks TD Canada Trust Computers Apple Retail – Big Box Stores Canadian Tire Courier Companies Canada Post Retail – Pharmacies Shoppers Drug Mart Credit Cards Visa Retail – Supermarkets Metro Food Stores Discount Online Brokerages QTrade Social Media YouTube.com Insurance Providers Sun Life Sports Equipment and Apparel Under Armour Internet and TV Service Providers Videotron Sports League NHL Newspapers The Globe and Mail Sports Teams Montreal Impact Football Club Radio CBC Radio Tablets Apple iPad Mobile Devices Apple iPhone Television Channels - Specialty Discovery Channel Mobile Phone Service Providers Telus Television Channels - General CTV Non-Profit Organizations The Canadian Red Cross Society Vacation Package Suppliers WestJet Vacations Harris Poll Canada EquiTrend®Methodology A sample of 9,138 Canadians aged 15 and over was surveyed online in November 2013 taking an average of 30 minutes to complete. The total number of brands rated was 417. Each respondent was asked to rate a total of 40 randomly selected brands. Each brand received approximately 1,000 ratings. Data was weighted to be representative of the entire Canadian population of consumers ages 15 and over on the basis of age, gender, and region. National brands were presented to respondents across all regions of the country, while regional brands were presented only to respondents residing in the respective province(s) where such brands are based.

The Brand Equity is the keystone to the EquiTrend program, providing an understanding of a brand's overall strength. A brand's Equity is determined by a calculation of Familiarity, Quality and Purchase Consideration. Brand of the Year is determined by a simple ranking of brands.

Harris Poll Canada EquiTrend® study results disclosed in this release may not be used for advertising, marketing or promotional purposes without the prior written consent of Harris Poll.

Product and brand names are trademarks or registered trademarks of their respective owners.

About Nielsen and The Harris Poll On February 3, 2014, Nielsen acquired Harris Interactive (known as Harris/Decima in Canada) and The Harris Poll. Nielsen Holdings N.V. (NYSE: NLSN) is a global information and measurement company with leading market positions in marketing and consumer information, television and other media measurement, online intelligence and mobile measurement. Nielsen has a presence in approximately 100 countries, with headquarters in New York, USA and Diemen, the Netherlands. For more information, visit www.nielsen.com.

Contact: scott.dunstall@nielsen.com SOURCE Harris Interactive

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