While some retailers have been challenged this year by the U.S. economy, some retail brands managed to keep business steady, partly due to their brand equity. The 2012 Harris Poll EquiTrend (EQ) study surveyed American consumers about brands across several retail segments to see which companies have been most successful the past year. Speedway gets bragging rights in the poll as it earns the Convenience Store Brand of the Year title.
“Obviously we’re very excited to receive the title,” said Shane Pochard, a Speedway spokesman. “Speedway prides itself on its convenience for our customers.”
Pochard said one of the company’s slogans is to give customers the “best value” possible. He said he thinks what might impress American customers most is the Speedy Rewards program at their convenience stores.
Arco am/pm and 7-Eleven followed Speedway in the poll. Polls find that more consumers are familiar with 7-Eleven than Speedway, but they prefer Speedway for its quality and purchase consideration.
Costco received the Gasoline Retail Brand of the Year title. Although this is the first time Costco was listed in the polls as a gasoline retailer, the brand took the top spot, ranking higher than Speedway this year. Other fuel brands that scored high were Hess, Shell, Sam’s Club, Sunoco, Arco, Speedway, ExxonMobil and Chevron.
Consumers also reported to Harris Poll they prefer to get prescription drugs from traditional drug stores like Walgreens, CVS or Rite Aid. Walgreens earned the top spot as Drugstore Brand of the Year. Harris Poll reported that name brand familiarity and purchase consideration helped Walgreens get the top spot.
Target also earned Value Retailer of the Year title, surpassing Walmart in the polls. Consumers prefer it for its familiarity, quality and purchase intention.
Harris Poll EquiTrend measures and compares the strength of more than 1,500 brands. The company tracked the responses from more than 38,500 consumers from Jan. 31, 2012 through Feb. 20, 2012 to see what brands are most familiar with the American public.