The Keurig brand was just recognized as the “Brand of the Year” in its category in the 2014 Harris Poll EquiTrend Equity Study, for the third year in a row. The poll is an annual brand assessment that surveys thousands of U.S. consumers about their brand perceptions of familiarity, quality and purchase consideration.

A company spokesperson said:

An amazing thing happens when someone is introduced to a Keurig brewer; they fall in love with our system and almost immediately share that love with their family and friends. Our loyal, passionate fans are what make us the brand that we are today, and it’s because of them that we are truly honored to be recognized once again as the coffee maker Brand of the Year.

Earlier this week, Keurig Green Mountain Inc. (NASDAQ: GMCR) changed its name from Green Mountain Coffee Roasters to make its ties to the single-cup brewing system more prominent. Shareholders approved the new name at the recent shareholders meeting.

President and CEO Brian Kelley said:

The name Keurig Green Mountain brings together our two strongest brands, Keurig and Green Mountain Coffee, into one single and powerful corporate identity that symbolizes the strength of our business and the unity of our team, while also recognizing our strong heritage.

And the company has made moves to protect its Keurig brand, even though its K-cup patent expired in 2012. It recently announced that future Keurig brewers will not work with unlicensed K-cups. The move has upset competitors, which feel they are bullied into signing licensing agreements. But Keurig may need those licensing agreements to remain in business, as its brewers and related products lose market share to an increasing number of competitors.

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