The 2012 Harris Poll EquiTrend (EQ) study named Royal Caribbean the Cruise Line Brand of the Year by Harris Interactive, which measures corporate reputation and brand health.
Contributing to Royal Caribbean moving to the top of the list this year were a number of cruise incidents.
Also earning above average scores in brand equity are Celebrity Cruises and Norwegian Cruise Line, which round out the top three in the category. Most notably, Celebrity Cruises posted a significantly better brand equity score this year, perhaps driven by an uptick in quality, but more so by a stronger intention to use the cruise line than compared to the previous year.
"Consumers are savvy, and before they buy, want to feel 'linked and connected' to the brands they're purchasing," according to Joan Sinopoli, Senior Vice President of the Brand and Communications Consulting group at Harris interactive. "And, although services may be similar, preferred brands more than often exceed a customer's expectations, making them more than likely to recommend to others."
