Michelin and Discount Tire/America's Tire won in the tires and automotive service center categories. Harris Poll does not disclose which other brands were considered.
This is at least the fourth straight honor for both Michelin and Discount Tire.
Other auto service chains finishing behind Discount Tire were: Valvoline Instant Oil Change; Napa AutoCare Center; Goodyear Tire & Service Network; Wal-Mart Tire & Lube Express; Mobil 1 Lube Express; and Pennzoil 10 Minute Oil Change Center, according to Harris Poll.
Other tire brands that rated highly with the voters were Goodyear, Bridgestone, BFGoodrich and Pirelli.
“Consumers form impressions of brands long before they ever use them, based on their perceptions and what they may know from trusted sources,” said Joan Sinopoli, vice president of brand solutions at Nielsen Holdings N.V., which owns Harris Poll.
“This high level equity is the gateway to eventual purchase; it also helps to protect brands from the consequences of an occasional misstep. The strength of a company's brand equity can have direct business and financial outcomes.”
The complete list of Harris Poll EquiTrend Brands of the Year can be found by clicking here. Additional information is available here.