KANSAS CITY — Hallmark Cards has once again named Greeting Card Brand of the Year in Harris Poll’s 30th annual EquiTrend Study for the eighth year in a row.

The annual report uses consumer responses to determine the top brands in a variety of areas such as media, travel, financial, automotive, entertainment, retail, restaurant, technology, household and non-profit industries.

“People today are actively seeking opportunities to create more personal connections, commit more acts of caring, and achieve more meaningful moments,” said Becky Smith, Hallmark brand management and development manager. “For more than 100 years, Hallmark has been helping our customers live caring and connected lives, and this distinction is an encouraging sign that our mission continues to resonate.”

Hallmark Cards received the highest numerical Equity Score among greeting card brands included in the 2018 study. The results are based on survey responses from more than 77,000 U.S. consumers of more than 3,000 brands. A brand’s Equity is determined by a calculation of familiarity, quality and purchase consideration.

“We are pleased to once again be honored with this designation and we know we can’t do it alone,” said Amy McAnarney, vice president and general manager, Key Accounts and Business Development. “Our retailers are valuable partners in making Hallmark products available to more people – which is imperative to our promise of helping people live a caring and connected life. We will continue to strengthen these partnerships, offer the best products and enhance the shopping experience to ensure every customer feels a strong personal connection with our brands.”