Harris Poll: M&Ms, the highest in brand equity for teens and young adults in US

Branding, Marketing

M&Ms is the highest in brand equity for teens and young adults, as the 1st annual Youth EquiTrend study made by Harris Interactive shows. The 1st annual Youth EquiTrend® study asked 8-24 year olds to rate between 98 and 125 brands on several key elements of brand equity including familiarity, quality and purchase consideration.

According to the results, M&Ms really are “always fun,” per their slogan, the chocolate candy ranking first in brand equity, followed by Google (the only online organization ranked among the top ten brands by youth). In the same top there are also Reese’s Peanut Butter Cups and Oreo, Apple’s iPod, Target, Subway, Hershey’s Milk Chocolate, Doritos and Pixar.

For the young people aged 8-12, the 1st place is taken by Nintendo Wii, with Doritos and Oreo’s following, than M&Ms, Disney Channel, Nickleodeon, Nintendo DS, McDonald’s, Toys R Us and Cartoon Networks.

The teens between 13-17 y.o. prefer Reese’s Peanut Butter Cups as highest brand equity, followed by Apple’s iPod, Google, M&Ms and Oreo’s, Sbway, Hershey’s, Target, Sprite and Microsoft.

Brand equity’s highest standard for young adult is Google, followed by Facebook, iPod, Gatorade, Target, Subway, Apple, iTunes, Reese’s and Oreo’s.

Harris Interactive is one of the world’s leading custom market research firms, leveraging research, technology, and business acumen to transform relevant insight into actionable foresight. Known as Harris Poll and for pioneering innovative research methodologies, Harris offers expertise in a wide range of industries including healthcare, technology, public affairs, energy, telecommunications, financial services, insurance, media, retail, restaurant, and consumer package goods.