ST. LOUIS (June 1, 2012) - Masterchem Industries, maker of the KILZ® line of primers and paints, today announced that for the fifth consecutive year, KILZ brand ranked highest among paint coatings brands and received top billing in Trust and Quality according to the annual 2012 Harris Poll® EquiTrend® Study.*
"We're honored consumers have chosen KILZ brand for five years running as the Paint Brand of the Year," said Mike Walsh, KILZ vice president, marketing and new product development for Masterchem Industries. "Delivering problem-solving solutions for any situation is what keeps KILZ on top. Our focus on innovation helps us deliver high quality products to our customers and set industry standards in the paint and coatings category."
KILZ brand ranked highest in paint brand equity, followed by Benjamin Moore®, Sherwin Williams® and Behr®. The brand delivers innovative product lines including the KILZ PRO-X Series of professional paints and KILZ MAX high performance primer. KILZ PRO-X is an interior water-based paint line that is specially engineered for painting and coatings contractors, general contractors, residential remodelers, commercial and property managers, as well as new construction professionals. KILZ MAX is an interior water-based primer engineered to deliver the performance of oil and shellac-based primers in nearly all stainblocking, odor sealing and tough adhesion situations.
The Harris Poll is comprised of responses from more than 38,500 consumers and polled over 1,500 brands to identify the top brand of the year in each product category. In total, The Harris Poll awarded a top brand from each of the 40 different categories considered in 2012. 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 of everyday consumers.
*Methodology
A sample of 38,529 U.S. consumers ages 15 and over were surveyed online by Harris Interactive from January 31 through February 20, 2012 and the survey took an average of 40 minutes to complete. The sample was from the Harris Interactive online panel of respondents, a multimillion-member database consisting of cooperative respondents who have double-opted in to be randomly invited by Harris Interactive to take part in online surveys. The total number of brands rated was 1,529. Each respondent was asked to rate a total of 40 randomly selected brands. Each brand received approximately 1,000 ratings. Data were weighted to be representative of the entire U.S. population of consumers ages 15 and over based on age by sex, education, race/ethnicity, region, income, and data from respondents ages 18 and over were also weighted for their propensity to be online. This is the same precision weighting approach Harris has used to become the leading online polling organization when calling elections
About Masterchem Industries LLC - The makers of KILZ brand products
Masterchem Industries, founded in 1954 in St. Louis, Mo., is committed to developing, manufacturing and marketing the highest quality and most innovative specialty coatings available to consumers and professional contractors. The company specializes in architectural paints and primers as well as waterproofers, concrete care products, applicators and stains. Masterchem Industries is a subsidiary of Masco Corporation (NYSE:MAS). For more information, visit the company's website at www.kilz.com.
About Harris Interactive
Harris Interactive is one of the world's leading custom market research firms, leveraging research, technology, and business acumen to transform relevant insight into actionable foresight. Known widely for the Harris Poll and for pioneering innovative research methodologies, Harris offers expertise in a wide range of industries including healthcare, technology, public affairs, energy, telecommunications, financial services, insurance, media, retail, restaurant, and consumer package goods. Serving clients in over 215 countries and territories through our North American and European offices and a network of independent market research firms, Harris specializes in delivering research solutions that help us - and our clients - stay ahead of what's next. For more information, please visit www.harrisinteractive.com.
