KILZ, Masterchem Brands’ line of premium primers, has been ranked No. 1 in brand equity among paint coatings brands in the Harris Interactive 2008 EquiTrend brand research study.
Overall, the KILZ brand ranked 26th in brand equity among the 1,170 brands evaluated, positioned between CraftsmanTools and Doritos Chips.
“In this study, KILZ was identified as a standout in trust and quality, even compared with legacy coatings brands,” said Jason Long, KILZ brand manager. “Our dedication to developing quality products has helped us earn greater admiration from consumers, moving its equity ranking to 26 this year from 68 in 2005.”
KILZ Casual Colors ranked second in brand equity among paint coatings brands in the study.
Harris Interactive conducted this year’s EquiTrend online study among 20,289 U.S. consumers ages 15 and over between March 27 and April 16, 2008. Each respondent was asked to rate a total of 60 randomly selected brands.
A brand’s equity score is determined by a calculation of familiarity, quality and purchase intent as a way to measure a brand’s overall strength, while overall relevance is derived from all respondents’ responses, even those who are not familiar with the brand.