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AAA Insurance Named Auto Insurance Brand of the Year

Harris Poll EquiTrend® study names AAA Insurance the highest ranked brand among competitors, based on 2016 Equity Score

ORLANDO, Fla., [June 9, 2016]AAA Insurance has earned “Brand of the Year” status in the auto insurance category, according to the 2016 Harris Poll EquiTrend® study.

“To be recognized as the highest-ranked auto insurance brand in the nation is a great honor for AAA,” says Marshall L. Doney, AAA President and CEO. “AAA Insurance provides value to members with great customer service and peace of mind at home, on the highway or when preparing for the future.”

Using an academically-vetted brand equity model that examines familiarity, quality and purchase consideration, the annual Harris Poll EquiTrend® survey captures and analyzes more than 97,000 American opinions on more than 3,800 brands across nearly 500 different industry categories.  Brand perceptions, such as emotional connection, functional attributes, brand awareness, influence and familiarity are measured and ranked against key competitors in each category.

“AAA is proud to offer American drivers auto insurance coverage they can trust,” continued Doney. “AAA is committed to providing our members with exceptional products and services, and AAA’s Insurance offerings are a natural extension of this commitment.”

AAA Insurance received the highest numerical Equity Score among auto insurance brands included in the 2016 Harris Poll EquiTrend® Study, which is based on opinions of 97,120 U.S. consumers ages 15 and over surveyed online between December 22, 2015 and February 1, 2016.  Individual opinions may differ.  “Highest Ranked” was determined by a pure ranking of a sample of auto insurance brands.

Over the last five decades, Harris Polls have become media staples. With comprehensive experience and precise technique in public opinion polling, along with a proven track record of uncovering consumers’ motivations and behaviors, The Harris Poll has gained strong brand recognition around the world. The Harris Poll offers a diverse portfolio of proprietary client solutions to transform relevant insights into actionable foresight for a wide range of industries including health care, technology, public affairs, energy, telecommunications, financial services, insurance, media, retail, restaurant, and consumer packaged goods. Nielsen acquired Harris Interactive, Inc. (which operates The Harris Poll) in 2014. For more information, visit

As North America’s largest motoring and leisure travel organization, AAA provides more than 56 million members with travel, insurance, financial and automotive-related services. Since its founding in 1902, the not-for-profit, fully tax-paying AAA has been a leader and advocate for the safety and security of all travelers. Motorists can map a route, identify gas prices, find discounts, book a hotel and access AAA roadside assistance with the AAA Mobile app for iPhone, iPad and Android. Learn more at

For more information about AAA Insurance, visit a local AAA club, or online at