/PRNewswire/ -- Speedway has been ranked as the nation's top retail gasoline brand for a second consecutive year. According to the 2010 EquiTrend®
conducted by Harris Interactive®, Speedway is the highest ranked gasoline in overall brand equity. The EquiTrend® study evaluates key metrics including: Equity, Customer Connection, Commitment, Energy, Brand Behavior, Brand Advocacy and Trust. The keystone to the program is Equity, which provides an understanding of a brand's overall strength and is determined by a calculation of Familiarity, Quality, and Purchase Consideration.
"As a retailer, we strive to deliver a consistent exceptional customer experience," commented
, president of Speedway SuperAmerica LLC (SSA). "To achieve this distinction for a second year in a row demonstrates consistency – a key ingredient in retail success. We consider this recognition to be quite an honor."
This year's EquiTrend® study was conducted online among 19,708 U.S. consumers ages 15 and over
between January 12 and 21, 2010
. The total number of brands rated was 1,151. Each respondent was asked to rate a total of 60 randomly selected brands. Each brand received approximately 1,000 ratings. Data was weighted to be representative of the entire U.S. population of consumers ages 15 and over on the basis of age, gender, education, race/ethnicity, region, and income, and data from respondents ages 18 and over were also weighted for their propensity to be online.
Kenney also points to the value of Speedy Rewards®, SSA's proprietary customer loyalty program, as a key ingredient in the Company's success. "While having the top retail gasoline brand and delivering exceptional customer service certainly add to the value proposition in the minds of consumers, we feel it's also vital to reward customer loyalty in a meaningful way and our Speedy Rewards® program helps complete the customer experience."