The Craftsman Brand has been awarded the 2011 Harris Poll EquiTrend "Power Tool of the Year" award by Harris Interactive. This award is given to the brand that shows the highest brand equity and value and is driven by three factors: Familiarity, Quality and Purchase Consideration. The sponsor of the pole, Harris Interactive, is one of the world's leading custom market research firms. Craftsman beat other popular brands for the top spot. The Harris Poll EquiTrend® study was conducted online among 25,099 U.S. consumers ages 15 and over. A total of 1,273 brands were rated in 53 separate categories. Each respondent was asked to rate a total of 60 randomly selected brands.