Market research firm Harris Interactive has named Honda as the 2012 Full Line Automotive Brand of the Year, overtaking last year’s winner, Ford.
This year’s Harris Poll EquiTrend study measured consumer sentiment of a variety of brands to determine their equity. Honda earned a score of 62.55 followed closely by long-time rival Toyota, which came in at 62.51. Harris notes that Toyota climbed from fourth to second place this year as its reputation recovers from the aftermath of numerous recalls. For 2012, Ford slipped to third place, followed by Chevrolet, Nissan, and Subaru. Hyundai scored seventh place while Volkswagen, with a score of 53.39, finished in eighth.
Placed in a separate category, Mercedes-Benz took the spot as the lead luxury auto brand in the survey for the second year in a row. Its closest competitors for the Luxury Automotive Brand of the Year title typically are Lexus and BMW. Other luxury auto brands, including Acura, Audi, Cadillac, and Infiniti, also ranked above the category’s average equity score this year.
To uncover the results, the Harris Poll EquiTrend examined the responses of 38,500 consumers to a survey that tested each brand in a variety of key health areas. The study was designed to measure how well the public knows a brand, how positively the public thinks of the brand, and its likelihood to do business with the brand.
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