Green Mountain Coffee Roasters, Inc. (GMCR), a provider of specialty coffee and coffee makers, announced its Keurig® branded single-cup coffee maker platform has been named "Brand of the Year" in the 2012 Harris Poll EquiTrend® Equity Study. Keurig® received the highest ranking in the "coffee maker" category based on consumers' perceptions of familiarity, quality and purchase consideration, a selection of several qualifying elements evaluated.
The Keurig® branded single-cup coffee maker platform received the highest numerical Equity Score among coffee maker brands included in the 2012 Harris Poll EquiTrend Study, which is an annual brand health assessment that surveys thousands of U.S. consumers online about their brand perceptions, measuring key touchstones, such as emotional connection, functional attributes, brand awareness, influence and familiarity*, that are integral in effective and compelling brand development. Harris Interactive defines a brand as a set of persuasive promises about a product, service, or organization that differentiates it from others in a universally positive, contextually relevant and personally compelling way.
"Keurig's mission of a brewer on every counter and a beverage for every occasion goes beyond brewing a great cup of coffee," said Michelle Stacy, president of GMCR's Keurig business unit in a prepared statement. "The Keurig® brand truly connects with consumers by offering choice, quality, convenience and simplicity in their everyday lives. The success of our single cup brewing system has been driven by offering a full range of high quality brand and beverage varieties for our Keurig® branded single cup brewers that are at the cutting edge of technology, all designed to provide delicious beverages at the touch of a button."
In the second quarter of the 2012 calendar year (April through June), according to recent NPD, a leading syndicated data provider, data reports, Keurig® also was the top-ranked brand in the coffee/espresso maker category based on dollar share) and had the top four and five of the top ten brewers in the coffee/espresso maker category based on dollar sales. Notably, just two months post launch, Keurig's newest addition, the Keurig® Vue® brewer, was ranked seventh in the coffee/espresso maker category based on dollar sales.
Earlier this year, the same Harris Poll EquiTrend® study declared the Green Mountain Coffee® brand, another flagship brand in the GMCR family of brands "Brand of the Year" in the Coffee category.