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Toyota named automobile "Brand of the Year" in the 2013 Harris Poll Canada EquiTrend® Study

Apr 11, 2014

Third consecutive year Toyota is highest ranked auto brand in Canada

TORONTO, ON. (April 11, 2014) - Toyota has been identified as "Brand of the Year" in the automobile category after receiving the highest Equity score among automobile brands included in the 2013 Harris Poll Canada EquiTrend® Study.

The study addressed more than 400 brands in 30 product categories. Each brand's Equity score was determined through a composite of three measures: familiarity, perceptions of quality, and consideration for purchase. The study also provides subscribes with insights into various aspects of consumer engagement including Consumer Connection, Brand Momentum, Brand Usage and Social Media Engagement.

It is the third consecutive year Toyota has emerged from the study as the highest ranked automobile brand in Canada.

Nielsen Consumer Insights (formerly known as Harris/Decima) collected the opinions of 9,138 Canadian consumers aged 15 and over during July and August.

"We spend a lot of time listening to Canadians and adopting their lifestyle wants and needs across our product lineup," said Seiji Ichii, President, Toyota Canada Inc. "We value being recognized as Brand of the Year for the last three consecutive years as this award speaks directly to Canadians' appreciation and consideration of the quality, value-added vehicles Toyota offers."

Apart from Equity, the 2013 Harris Poll Canada EquiTrend® Study also includes 14 other measures, covering aspects such as consumer connectedness to a brand, brand performance versus expectations, perceptions of brand momentum and the level of advocacy among consumers.

Nielsen is a leading global provider of information and insights into what consumers watch and buy and recently acquired Harris Interactive (known as Harris/Decima in Canada).

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