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July 6, 2005
Reynolds Wrap(R) Aluminum Foil #1 in Overall Brand Equity in Spring 2005 EquiTrend(R) Brand Study
PITTSBURGH--(BUSINESS WIRE)--July 6, 2005--Alcoa (NYSE:AA) announced today that its Reynolds Wrap(R) Aluminum Foil brand ranked first for the second consecutive year in overall brand equity in the Spring 2005 EquiTrend(R) Brand Study of consumers across the U.S. The EquiTrend Brand Study measures and compares brand equity for more than 1,100 brands in 35 categories as rated by more than 27,000 consumers. The study provides a comprehensive view of a brand's current position against competitors, and across categories.
Brand equity is determined by using three of five key measures: familiarity, quality, and purchase intent. Two supplemental measures provided are brand expectations and distinctiveness. This approach provides an understanding of a brand's widest appeal among the general population, and its status within the domain of brands at large.
"Having the distinction as the top brand for two years in a row is testimony to achieving and managing the brand health of Reynolds Wrap Aluminum Foil and understanding its appeal among the general population, and its status within the universe of brands at large," said Ruth Mack, Vice President, Alcoa and Group President, Alcoa Packaging and Consumer Products.
Reynolds Wrap Aluminum Foil has been included in the top rankings of the EquiTrend survey for the past 12 years.
Following behind Reynolds Wrap Aluminum Foil in the overall ranking of brand equity was Ziploc Food Bags, Heinz Ketchup, and Hershey's Milk Chocolate Candy Bars.
The Spring 2005 EquiTrend(R) Brand Study is a brand quality-perception study conducted online once yearly by Harris Interactive(R) among a nationwide cross-section of approximately 27,000 consumers, ages 15 and older where each consumer rated 80 brands and each brand received 1,200 ratings. This latest survey was conducted within the U.S. between April 8-22, 2005. Figures for age, sex, race, education, income, presence of children (under 18 years old) in the household, and geographic region were weighted to align them with their actual proportions in the population. Propensity score weighting was also used to adjust for respondents' propensity to be online.
About Alcoa Consumer Products
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 and manager of primary aluminum, fabricated aluminum and alumina facilities, and is active in all major aspects of the industry. Alcoa serves the aerospace, automotive, packaging, building and construction, commercial transportation and industrial markets, bringing design, engineering, production and other capabilities of Alcoa's businesses to customers. In addition to aluminum products and components, Alcoa also markets consumer brands including Reynolds Wrap(R) foils and plastic wraps, Alcoa(R) wheels, and Baco(R) household wraps. Among its other businesses are vinyl siding, closures, fastening systems, precision castings, and electrical distribution systems for cars and trucks. The company has 131,000 employees in 43 countries and has been a member of the Dow Jones Industrial Average for 45 years and the Dow Jones Sustainability Indexes since 2001. More information can be found at www.alcoa.com