Target, Kohl's and Nordstrom Tops in Poll
June 14, 2012,
Target earned top scores on three key measures in its category: familiarity, quality and purchase intention, according to The Harris Poll.
Among department stores, Kohl's earned the highest overall brand equity score, with strong marks in purchase consideration. Earlier this year, Kohl's also was the top mid-tier department store brand in the Harris Poll Customer Relationship Series, which measures customer experience with brands.
"The fact that Kohl's ranked first in both surveys indicates that its brand promise is being successfully fulfilled through the actual shopping experience," said Mike Chadsey, a senior consultant in the Customer Solutions Group at Harris Interactive. "This is probably why we see such strong scores for Kohl's in connection and momentum."
JCPenney ranked No. 2 in the category.
Among luxury department store brands, Lord & Taylor and Bloomingdale's were included in the study for the first time this year and placed second and third, respectively.
Harris added a new category to the polling - Daily Deal Brand of the Year. Here woot.com bested Eversave.com, Google Offers, Groupon and Living Social.
Harris Poll EquiTrend conducted its online survey from Jan. 31 to Feb. 20, receiving responses from more than 38,500 consumers.