Best Friends named Animal Welfare Nonprofit Brand of the Year for second straight year


Actually, Best Friends has been highest ranked in our category five times since 2011, which is quite an achievement. So, what’s the big deal and why should shelter pets care? Good question, and very happy to clarify.

Here’s how The Harris Poll folks describe their survey:

Measuring brands’ health over time, the EquiTrend Brand Equity Index is comprised of three factors — Familiarity, Quality and Purchase Consideration — that result in a brand equity rating for each brand. Brands ranking highest in equity receive the Harris Poll EquiTrend “Brand of the Year” award for their respective categories.

When most people hear the word “brand,” they think of a logo or a product name. More recently, our celebrity culture has elevated the names of individuals to “brand” status. Without a deeper understanding of the term, it is often considered a somewhat superficial designation.

A brand is much more than that, though. In a word, it summarizes the public perception of the intangibles behind the name. It is our emotional and intuitive response, which includes for good or bad, reputation, trust, integrity, purpose and so much more, even our feeling of affection or lack thereof.

That’s incredibly important to everyone at Best Friends because we know that to fulfill our commitment to lead the country to end shelter killing in this country by 2025, we need public trust, public support and public action. 

While some regard the public as the problem, we know that the public is the solution. The overwhelming majority of people believe that all shelters should be no-kill. We want to do everything we can to engage the public to help and support their local shelters, as a key driver in getting to our 2025 goal. To do that, we have to be trusted and that’s why being the Harris Poll EquiTrend Animal Welfare Nonprofit Brand of the Year for 2019 is important.

Thank you for your trust. Together, we will Save Them All.
Harris Poll EquiTrend® methodology: Best Friends Animal Society received the highest numerical Equity Score and the highest numerical score relating to Trust/Love among Animal Welfare Nonprofit brands included in the 2019 Harris Poll EquiTrend® Study, which is based on opinions of 45,541 U.S. consumers ages 15 and over surveyed online between January 1 and January 30, 2019. Your opinion may differ. “Highest Ranked” was determined by a pure ranking of a sample of Animal Welfare Nonprofit brands. The complete list of Harris Poll EquiTrend Brands of the Year can be found here.

Julie Castle with Sunny the dog
Julie Castle
Best Friends Animal Society