Macy's (NYSE:M) has unseated Kohl's as the top retail brand according to the latest Harris Poll.
The department store chain was also the only retailer ranked among the brands with the biggest increase in brand equity measuring a 7 to 16 percent lift.
The Harris Poll EquiTrend poll awards the title of "Brand of the Year" to consumer brands in their respective categories. This year, more than 97,000 U.S. consumers assessed more than 3,800 brands across nearly 500 categories.
Macy's came out on top among department store chains. DSW was the favored discount shoe chain, Best Buy the top electronics store, and Home Depot bested Lowe's for favored hardware and home store.
While technology brands performed well overall – Nintendo showed the most improvement in brand equity over last year – the nontechnology brands on the rapid equity risers list show consumers' willingness to invest in brands to improve their homes, according to the report.
"It's a cautious recovery, but consumers are paying more attention to brands that help them invest in comfortable, well-maintained homes," said Joan Sinopoli, vice president of brand solutions at Nielsen, which owns The Harris Poll.
Macy's has been growing its stable of exclusive brands and this week announced the latest addition – the Kelly Ripa Home collection.
- see this Harris Poll report
- see the full list of winners
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