Michelin and Discount Tire have earned top billing in the 2015 Harris Poll EquiTrend study. The pair was each awarded “Brand of the Year” in their respective categories: tires and auto service center.
Michelin was also named an “enduring brand” and has been at the top of the EquiTrend Brand Equity Index for tires for five or more consecutive years, according to Harris.
The top five tire brands in the EquiTrend study were Michelin, Goodyear, Pirelli, Bridgestone and BFGoodrich. The top eight automotive service centers were Discount Tire, Goodyear Tire & Service Network, NTB, Napa AutoCare Center, Valvoline Instant Oil Change, Mobil 1 Lube Express, WalMart Tire & Lube Express and Havoline Xpress Lube.
The EquiTrend Brand Equity Index takes a look at three key factors: familiarity, quality and consideration, according to Harris. For its 27th annual study, more than 38,000 Americans assessed more than 1,400 brands across 148 categories. A full list of winners can be found here.