This year is especially significant, because EquiTrend identified brands that have ranked number one in their respective categories every year since 2005 (when the current EquiTrend methodology began). According to EquiTrend, these “mega-brands” have come to define their respective categories. Southwest is the “mega-brand” in the Value Airline category. What’s more, these highest ranked brands stand out in one area more than any other—brand momentum. To have strong momentum, a brand must be seen as a leader, be popular among friends and family, have high-levels of visibility, be exciting and engaging, and be a brand that consumers believe has a bright future.
The annual brand equity study surveys more than 37,000 people to measure the brand health of more than 1500 brands across nearly 130 categories. If you want to read more about the poll or Southwest’s ranking, go to www.harrisinteractive.com.