M&Ms ranked first in brand equity based on familiarity, quality and purchase
consideration among youths between the ages of 8-24, according to the first-ever
Youth EquiTrend study conducted by Harris Poll. Google ranked second overall
and was the only Web-based brand to rank in the top 10 among youths. The study
also broke down brands by different age groups. Nintendo Wii ranked highest
in brand equity among youths 8-12. Among 13-17 year olds, Reese's Peanut Butter
Cups took the top spot. For young adults ages 18-24, Google was highest in brand
equity. Gatorade also finished fourth in this demo. The only brand to finish
in the top 10 among all three age groups was Oreo. The Youth EquiTrend study
was conducted online in August '10 in the U.S. among 5,077 youths in the 8-24
year-old range (Harris Interactive).
|
FAVORITE BRANDS AMONG YOUTH DEMOS
|
|
RANK
|
8-12 YEAR OLDS
|
13-17 YEAR OLDS
|
18-24 YEAR OLDS
|
|
1
|
Nintendo Wii
|
Reese's Peanut
Butter Cups
|
Google
|
|
2
|
Doritos
|
iPod
|
Facebook
|
|
3
|
Oreo
|
Google
|
iPod
|
|
4
|
M&Ms
|
M&Ms
|
Gatorade
|
|
5
|
Disney Channel
|
Oreo
|
Target
|
|
6
|
Nickelodeon
|
Subway
|
Subway
|
|
7
|
Nintendo DS
|
Hershey's Milk Chocolate
|
Apple
|
|
8
|
McDonald's
|
Target
|
iTunes
|
|
9
|
Toys R Us
|
Sprite
|
Reese's Peanut
Butter Cups
|
|
10
|
Microsoft
|
Microsoft
|
Oreo
|
