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KitchenAid is Harris Brand of the Year in Both Small and Major Appliances
Apr 14, 2011
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KitchenAid was the consumer brand of choice for both large and small appliances according to results of the 2011 Harris Poll EquiTrend Study. Harris gave KitchenAid, a brand of Whirlpool Corp., its Brand of the Year award in Major Appliances as well as in Small Appliances.

The Kenmore brand was a close second in the Major Appliances category, followed by the Whirlpool brand. In the Small Appliances category, Cuisinart took second place and Black & Decker took third.

Craftsman Tools was the top-ranked Power Tool brand in the study.

The study evaluates brand equity, consumer connection, commitment, brand behavior, brand advocacy, and trust. Equity is considered the keystone to the program; Harris said it provides an understanding of a brand's overall strength and is determined by a calculation of familiarity, quality, and purchase consideration.

"Although Americans seem to gravitate to traditional brands for household goods, that doesn't mean they are ignoring up and coming brands," said Jeni Lee Chapman, Executive Vice President of Brand and Communications Consulting at Harris Interactive. "In a challenging economy, newer brands that demonstrate strong quality and a good value proposition will build brand equity and consideration."

Small Kitchen Appliances Brand of the Year Rankings:
• KitchenAid Small Appliances: 69.6
• Cuisinart Small Appliances: 67.5
• Cuisinart Food Processors: 67.4
• Black & Decker Small Appliances: 66.8
• industry average: 65.1

Other small kitchen appliance brands in the study, listed alphabetically, were:
• GE Small Appliances
• Hamilton Beach Small Appliances
• Mr. Coffee Small Appliances
• Oster Small Appliances
• Proctor-Silex Small Appliances
• Rival Small Appliances
• Sunbeam Small Appliances

Major Appliances Brand of the Year Rankings:
• KitchenAid Major Appliances: 69.8
• Kenmore Major Appliances: 69.5
• Whirlpool Appliances: 69.1
• GE Appliances: 69.1
• industry average: 66.4

Other major appliance brands in the study, listed alphabetically, were:
• Electrolux Appliances
• Frigidaire Appliances
• LG Appliances
• Maytag Appliances
• Samsung Appliances

Power Tool Brand of the Year Rankings:
• Craftsman Tools: 75.0
• Black & Decker Tools: 70.4
• Dewalt Tools: 69.0
• Ridgid Power Tools: 68.6
• Irwin Industrial Tools: 68.3
• Stanley Non-power Hand Tools: 66.9
• industry average: 66.5

Other power tool brands in the study, listed alphabetically, were:
• Bosch Power Tools
• Husky Tools
• Kobalt Tools
• Ryobi Tools
• Skil Tools

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