Ranking 2011: Brand equity of investment brands

The graph shows the brands with the highest scores only. The original study included the following other brands: Ameriprise Financial Services, Bank of America/Merrill Lynch Wealth Management, Charles Schwab Financial Services, Citigroup Financial Services, E*Trade, Goldman Sachs, John Hancock Financial Services, Lincoln Financial, Morgan Stanley Smith Barney Financial Services, Prudential Financial, TD AMERITRADE, UBS
The EquiTrend® study evaluates measures including: Equity, Consumer Connection, Commitment, Brand Behavior, Brand Advocacy, and Trust. The keystone to the program is Equity, which provides an understanding of a brand's overall strength and is determined by a calculation of Familiarity, Quality, and Purchase Consideration. This year's EquiTrend study was conducted online among 25,099 U.S. consumers ages 15 and over between January 11 and 27, 2011. The total number of brands rated was 1,273. Each respondent was asked to rate a total of 60 randomly selected brands. Each brand received approximately 1,000 ratings. Data were weighted to be representative of the entire U.S. population of consumers ages 15 and over on the basis of age sex, education, race/ethnicity, region, and income, and data from respondents ages 18 and over were also weighted for their propensity to be online.