According to the Harris Interactive first annual Youth EquiTrend study, asking asks 8-24 year olds to rate selected brands on several key elements of brand equity, including familiarity, quality and purchase consideration, M&Ms really are "always fun," ranking first in brand equity. Google ranks second, and is the only online organization youth rank among the top ten brands. Reese's Peanut Butter Cups and Oreo's rank third and fourth, respectively, followed by Apple's iPod, which rounds out the top five brands with the highest equity among youth.