The second annual ranking of the 25 most powerful New England brands has two quick-service concepts – Subway and Dunkin' Donuts – near the top of the list. Milford, Conn.-based Subway is No. 2, while Canton, Mass.-based Dunkin' Donuts is No. 4.
The list was compiled by Protobrand, a national consumer insight and brand development firm. Brands were rated based on eight categories: cultural power, brand momentum, distinctiveness, uniqueness, quality, loyalty, admiration and resume enhancement.
Bristol, Conn.'s ESPN topped the rankings for the second time.
Judging by the companies that moved up in this year's rankings, Protobrand has dubbed this as "The Year of Living Smarter." Eight of the top 25 companies target food and fitness.
"Slowly emerging from the economic funk, consumers seem to be taking better care of themselves, physically, emotionally and financially," said Phil Granof, CEO, Protobrand. "Some of this year's movers tapped into this national mood with marketing and advertising that was both memorable and salient. They resonated with the drive for the physical and financial well-being that helps foster emotional balance and an optimistic outlook."
The complete list of 25 is as follows:
- ESPN
- Subway
- GE
- Dunkin' Donuts
- Ben & Jerry's
- L.L. Bean
- Samuel Adams
- Bose
- Gillette
- Fidelity Investments
- Staples
- Ocean Spray
- Duracell
- Monster.com
- Reebok
- Playskool
- CVS/pharmacy
- Old Spice
- Priceline.com
- Stanley
- Welch's
- New Balance
- T.J. Maxx
- Timberland
- Tom's of Maine
