Ranking of bank brands in the U.S. 2011, by brand equity

Ranking of bank brands in the United States in 2011, based on brand equity

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Release date

March 2011

Region

United States

Survey time period

Between January 11 and 27, 2011

Number of respondents

25,099 respondents

Age group

15 years and older

Special properties

U.S. conusmers

Method of interview

Online survey

Supplementary notes

The graph shows the brands with the highest scores only. The original study included the following other brands: Chrysler Vehicles, Bank of America, Bank of the West, Capital One, Charter One Bank, Citibank, Citizens Bank, Comerica Bank, KeyBank, Regions Bank, US Bank
The EquiTrend® study evaluates measures including: Equity, Consumer Connection, Commitment, Brand Behavior, Brand Advocacy, and Trust. The keystone to the program is Equity, which provides an understanding of a brand's overall strength and is determined by a calculation of Familiarity, Quality, and Purchase Consideration. This year's EquiTrend study was conducted online among 25,099 U.S. consumers ages 15 and over between January 11 and 27, 2011. The total number of brands rated was 1,273. Each respondent was asked to rate a total of 60 randomly selected brands. Each brand received approximately 1,000 ratings. Data were weighted to be representative of the entire U.S. population of consumers ages 15 and over on the basis of age sex, education, race/ethnicity, region, and income, and data from respondents ages 18 and over were also weighted for their propensity to be online.

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