According to Discount Tire, the Harris study evaluates consumers' engagement and offers a complete diagnostic of a brand's position within and outside of its industry. The study derives its Equity score directly from consumer responses.
The Michelin brand was rated ahead of Goodyear, Pirelli, Bridgestone and BFGoodrich.
Harris Interactive said the results of this study, its 27th annual, were based on a sample of 38,670 U.S. consumers ages 15 and over, who were surveyed online in English between Jan. 8 and Feb. 2, 2015.
Each respondent was asked to rate 40 randomly selected brands out of a sample of 1,410 brands. Each brand received approximately 1,000 ratings.