Surprise! These are the Strongest Brands in America … ?

eMarketer once again shares a snippet of interesting (well, maybe perplexing is the right word) research with its report on Harris Interactive's "EquiTrend Brand Study." The study compared scores of more than 1,000 brands and was conducted via an online poll of 25,000+ U.S. consumers.

In first place … Reynolds Wrap aluminum foil. Following were Ziploc food bags, Hershey’s Milk Chocolate candy bars, Kleenex tissues, Clorox bleach, WD-40, Heinz Ketchup, Ziploc containers, Windex glass cleaner and Campbell's Soups.

Is it just Branding Voodoo or does it seem like Procter & Gamble commissioned this study? It was administered online, so one would expect some trendy, techie or otherwise progressive brands, yet the list sounds eerily like the commercial rollup during "Days of our Lives."

Even Advertising Age was shocked, noting that the Reynolds “topped such icons as Coke, Pepsi and McDonald's. It blew away the ubiquitous Nike. It outclassed Mercedes and Lexus. It left the hip iPod in the dust."

Seven measurements were used to evaluate the brands' performances:

1. Equity
2. Familiarity
3. Quality
4. Purchase Consideration
5. Overall Relevance
6. Brand Expectations
7. Distinctiveness

Umm, if you say so. Cheers to the distinctive and relevant foil!