Cabela’s Named One of The Harris Poll’s 2016 Brands of the Year

Only sporting-goods retailer on the 2016 list

SIDNEY, NE– Cabela’s Incorporated, the World’s Foremost Outfitter® of hunting, fishing and outdoor gear, was announced as one of The Harris Poll’s 2016 Brands of the Year. The awards were just released in its 28th annual EquiTrend study.

More than 3,800 brands were evaluated by more than 97,000 U.S. consumers, and Cabela’s was the only sporting-goods retailer named as a “Brand of the Year” recipient. This marks the third time in the last four years that Cabela’s has received this ranking from consumers.

“Consumers form impressions of brands long before they ever use them, based on their perceptions and what they may know from trusted sources,” said Joan Sinopoli, vice president of brand solutions at Nielsen, which owns The Harris Poll. “This high level equity is the gateway to eventual purchase; it also helps to protect brands from the consequences of an occasional misstep. The strength of a company’s brand equity can have direct business and financial outcomes.”

The Harris Poll EquiTrend study utilizes an equity index and methodology that has been academically assessed and validated to prove that strong brand equity is associated with strong financial performance.

About Cabela’s Incorporated

Cabela’s Incorporated, headquartered in Sidney, Nebraska, is a leading specialty omni-channel retailer of hunting, fishing, camping, shooting sports and related outdoor merchandise. Since the Company’s founding in 1961, Cabela’s® has grown to become one of the most well-known outdoor recreation brands in the world, and has long been recognized as the World’s Foremost Outfitter®. Cabela’s offers a wide and distinctive selection of high-quality outdoor products at competitive prices while providing superior customer service. Cabela’s also issues the Cabela’s CLUB® Visa credit card, which serves as its primary customer loyalty rewards program.