The Craftsman Brand has been awarded the 2014 Harris Poll EquiTrend® "Power Tool of the Year" award by Harris Interactive. This is the fourth consecutive year that Craftsman has been named to this award. Each year the award is given to the brand that shows the highest brand equity and value and is driven by three factors: Familiarity, Quality and Purchase Consideration. Harris Interactive is one of the world’s leading custom market research firms.
Craftsman beat out other popular brands such as Black & Decker, Bosch, Campbell Hausfeld, DeWALT, Hilti, Hitachi, Makita, Milwaukee, PORTER-CABLE, RIDGID, Ryobi and SKIL tools for the top spot.
The Harris Poll EquiTrend® study was conducted online among 41,806 U.S. consumers ages 15 and over between Jan. 11 and Jan. 27, 2014. A total of 1,531 brands were rated in 170 separate categories. Each respondent was asked to rate a total of 40 randomly selected brands. Each brand received nearly 1,000 ratings.
Congratulations to the Craftsman team for continuing to serve, delight and engage our members.