Cabelas 2016 Brands of the Year by Harris Poll

Cabelas Incorporated, the World’s Foremost Outfitter of hunting, fishing and outdoor gear, was announced as one of The Harris Poll’s 2016 Brands of the Year. The awards were just released in its 28th annual EquiTrend study.

More than 3,800 brands were evaluated by more than 97,000 U.S. consumers, and Cabela’s was the only sporting-goods retailer named as a “Brand of the Year” recipient. This marks the third time in the last four years that Cabela’s has received this ranking from consumers.

“Consumers form impressions of brands long before they ever use them, based on their perceptions and what they may know from trusted sources,” said Joan Sinopoli, vice president of brand solutions at Nielsen, which owns The Harris Poll. “This high level equity is the gateway to eventual purchase; it also helps to protect brands from the consequences of an occasional misstep. The strength of a company’s brand equity can have direct business and financial outcomes.”

The Harris Poll EquiTrend study utilizes an equity index and methodology that has been academically assessed and validated to prove that strong brand equity is associated with strong financial performance.