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June 25, 2004
Reynolds Wrap Aluminum Foil #1 Brand in 2004 EquiTrend Brand Study
PITTSBURGH--(BUSINESS WIRE)--June 25, 2004--Alcoa announced today that its Reynolds Wrap(R) Aluminum Foil brand took the top spot in overall brand equity in the 2004 EquiTrend(R) brand study of consumers across the U.S. EquiTrend measures and compares brand equity for over 1,000 brands in 35 categories as rated by more than 20,000 consumers. The study provides a comprehensive view of a brand's current position against competitors, helping to identify potential synergies in the marketplace.
This year, the study used enhanced methodology to measure brand equity, employing five key measures instead of just two that were used in previous years. The study now measures familiarity, quality, purchase intent, brand expectations and distinctiveness in place of relying on quality and salience alone. The new approach provides an understanding of a brand's widest appeal among the general population, and its status within the domain of brands at large.
"This is a very significant feat to be ranked first among more than 1,000 well-known brands and one in which we are proud," said Ruth Mack, President of Alcoa Consumer Products, the Alcoa business responsible for Reynolds Wrap and other household products. "To have the Reynolds Wrap aluminum foil brand get top recognition by consumers is testimony to the strength and heritage of this brand."
Reynolds Wrap Aluminum Foil ranked 6 in the 2003 survey, up from 7th place the year earlier. Reynolds Wrap Aluminum Foil has been included in the top rankings of the EquiTrend survey for the past 11 years.
Following behind Reynolds Wrap Aluminum Foil in the ranking was Hershey's Milk Chocolate Candy Bars, Ziploc Food Bags and Heinz Ketchup.
The annual EquiTrend brand study is conducted by Harris Interactive, a worldwide market research and consulting firm best known for The Harris Poll(R).
Alcoa Consumer Products is a global leader in the consumer packaged goods industry, supplying high quality and trusted foil, film and paper products to the retail and foodservice sectors. Within Alcoa Consumer Products, there are four businesses that globally manufacture and market branded and private label products. Reynolds Consumer Products is home to many well-recognized brands such as Reynolds Wrap(R) Aluminum Foil, Reynolds(R) Plastic Wrap and Reynolds(R) Cut-Rite(R) Wax Paper. Other businesses include Presto Products Company, North America's largest private label plastics company, Baco Consumer Products, the leading supplier of household wraps and bags in the U.K., and Reyco, a South American manufacturer and marketer of consumer and foodservice packaging products.
Alcoa is the world's leading producer of primary aluminum, fabricated aluminum and alumina and is active in all major aspects of the industry. In addition to aluminum products and components, Alcoa also makes and markets many consumer products including Reynolds Wrap(R), Alcoa(R) wheels and Baco(R) household wraps. Alcoa has 120,000 employees in 41 countries.