Harris Poll EquiTrend Recognized as a Proven Indicator of Stock
Performance during 2008 Financial Downturn
NEW YORK, Nov. 27, 2012 /PRNewswire/ -- Harris
Interactive Inc. (NASDAQ: HPOL), a leading global market research
firm, today announced that its Harris Poll EquiTrend® brand
equity model was the subject of a recent academic study which
tested the performance of brand value measurements during the 2008
financial crisis. The study concludes that the consumer-based brand
equity measurement model used by Harris Poll EquiTrend was a more
predictable indicator of corporate brand financial resilience than
the financially-based brand value measurement model used by
Interbrand.
(Logo:
http://photos.prnewswire.com/prnh/20100518/NY06801LOGO)
The study findings appear in the September 2012 issue of the International
Journal of Research in Marketing in the paper titled "The
Performance of Global Brands in the 2008 Financial Crisis: A Test
of Two Brand Value Measures," authored by Johny K. Johansson, Claudiu V. Dimofte and Sanal K.
Mazvancheryl.
The findings of this academic study show that Interbrand's
financially-based brand value measurement was not a reliable
predictor of a brand's resilience during the 2008 financial
downturn. Rather, brand equity measurements that accurately measure
true consumer allegiance and loyalty, such as the methodology used
by Harris Poll EquiTrend, more accurately predict which global
brands' stocks will out-perform the market. This supports the
long-held perception of brand equity as a key indicator of stock
performance and financial stability.
"Our research investigated how some of the strongest brands in
the U.S. market fared in terms of financial performance during the
Fall 2008 stock market downturn," said Johny K. Johansson, McCrane/Shaker Professor of
International Business and Marketing, McDonough School of Business, Georgetown University. "Yet, what we found is that
when using the traditional financially-based measure of brand value
(Interbrand), the top brands actually performed worse than the
market. However, when a consumer-based measure of brand equity
(EquiTrend) is used to replicate the analysis, top brands displayed
resiliency and consistently outperformed the market. This analysis
demonstrates the value of consumer-based brand equity (EquiTrend)
when analyzing or investing in the market."
"This paper presents an objective third party validation of the
Harris Poll EquiTrend brand equity model," said Aron Galonsky, Senior Vice President within the
Custom Solutions Group at Harris Interactive. "The thesis clearly
demonstrates that to understand the future of brands in an economic
downturn, it is imperative to account for brand equity. Put
differently, brand equity is tied directly to business
performance."
For a complete copy of the International Journal of Research
in Marketing research paper, contact Corporate Communications
at 212-539-9600 or press@harrisinteractive.com.
About Harris Poll EquiTrend®
Harris Poll EquiTrend®
is a leading Brand Equity tracking study conducted by Harris
Interactive that measures and compares brand health for more than
1,500 brands. The latest study was conducted online from
January 31 through February 20, 2012
and analyzes the responses of over 38,500 consumers on key measures
of brand health - including how well the public knows a brand, how
positively they think of the brand and their consideration to do
business with or donate to a brand. Each brand is rated 1,000 times
among respondents who are familiar with the brand. Harris
Interactive has conducted its Harris Poll EquiTrend study regularly
since 1989, and can offer yearly trended data from 2005. The Equity
Score, a key take-away from Harris Poll EquiTrend, has been
validated against financial performance by Georgetown University.
About Harris Interactive
Harris Interactive is one of
the world's leading market research firms, leveraging research,
technology, and business acumen to transform relevant insight into
actionable foresight. Known widely for the Harris
Poll® and for pioneering innovative research methodologies,
Harris offers proprietary solutions in the areas of market and
customer insight, corporate brand and reputation strategy, and
marketing, advertising, public relations and communications
research. Harris possesses expertise in a wide range of industries
including health care, technology, public affairs, energy,
telecommunications, financial services, insurance, media, retail,
restaurant, and consumer package goods. Additionally, Harris has a
portfolio of multi-client offerings that complement our custom
solutions while maximizing our client's research investment.
Serving clients in more than 196 countries and territories through
our North American and European offices, Harris specializes in
delivering research solutions that help us - and our clients - stay
ahead of what's next. For more information, please visit
www.harrisinteractive.com.
SOURCE Harris Interactive