For the second year in a row, KBB.com was delighted to be awarded the “Online Auto Shopping Brand of the Year” by the 2013 Harris Poll EquiTrend study.
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The Harris Poll Brand of the Year is the highest ranked brand in its category of Brand Equity, which provides an understanding of a brand’s overall strength and is determined by a calculation of quality, familiarity and purchase consideration. Brands high in brand equity, such as KBB.com, excel in the connection they establish with consumers in elements such as the brand’s ability to meet expectations, to be trusted, to be relevant to consumers’ lives, and to elicit positive emotional reactions consumers have to the brand.
“Being named Online Auto Shopping Brand of the Year once again in the Harris Poll EquiTrend study is proof shoppers continue to value us as The Trusted Resource®, a tremendous honor we do not take lightly,” said Jared Rowe , president of Kelley Blue Book . “As we continue to leverage our strong brand equity to provide the most market-relevant, up-to-date new- and used-car pricing, values and shopping advice, we aim to smooth the transition from online shopper to offline buyer, helping to build confident relationships between consumers and dealers, and ease the shopping process.”
Harris Poll EquiTrend is a leading Brand Equity tracking study conducted by Harris Interactive that measures and compares brand health for more than 1,500 brands. The study was conducted online from January 11 through February 8, 2013, and analyzes the responses of 38,814 U.S. consumers ages 15 and older. Harris Interactive has conducted its EquiTrend study regularly since 1989.