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The Principal Financial Group Named 2011 Harris Poll EquiTrend Investment Brand of the Year

The Principal named highest-ranked investment brand in national consumer study

May 17, 2011 (Des Moines, IA) - The Principal Financial Group® was named the Investment Brand of the Year according to the 2011 Harris Poll EquiTrend® study, a national consumer brand equity survey conducted by Harris Interactive.

The annual Harris Poll EquiTrend study measures consumer perceptions of more than 1,200 brands across 46 different categories and is based on the opinions of more than 25,000 consumers. The Principal® surpassed all competitor brands measured in the study in the Investment Category.

“This recognition is a testament to the trust, loyalty and commitment that our brand inspires,” says Larry D. Zimpleman, chairman, president and CEO of The Principal. “Clients rely on help from The Principal and their financial professionals to help them achieve their financial dreams. They count on our products and services to help them turn their dreams into reality.”

According to Mary O’Keefe, senior vice president and chief marketing officer at The Principal, “Having a brand that people trust and respect plays a large role in customer loyalty. This recognition is a reflection of our advocacy for our customers, as well as to the commitment and excellence of the employees and financial professionals who have helped make The Principal one of the financial services industry leaders for more than 130 years.”

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The Principal received the highest numerical Equity Score among Investment brands included in the 2011 Harris Poll EquiTrend® Study, which is based on opinions of 25,099 U.S. consumers ages 15 and over surveyed online between January 11 and 27, 2011. Your opinion may differ. “Highest Ranked” was determined by a pure ranking of a sample of Investment brands.

The Harris EquiTrend® Study is not a ranking of or indication of performance or advisability of products made available through any member company of the Principal Financial Group.

Harris Poll EquiTrend Methodology

The EquiTrend® study evaluates measures including: Equity, Consumer Connection, Commitment, Brand Behavior, Brand Advocacy, and Trust. 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. This year's Harris Poll EquiTrend® study was conducted online among 25,099 U.S. consumers ages 15 and over between January 11 and 27, 2011. A total of 1,273 brands were rated in 53 separate categories. Each respondent was asked to rate a total of 60 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 on the basis of age sex, education, race/ethnicity, region, and income, and data from respondents ages 18 and over were also weighted for their propensity to be online.

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, European, and Asian 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

About the Principal Financial Group

The Principal Financial Group® (The Principal®)[1] is a retirement and global asset management leader. The Principal offers businesses, individuals and institutional clients a wide range of financial products and services, including retirement, investment services and insurance through its diverse family of financial services companies.  A member of the FORTUNE 500®, the Principal Financial Group has $327.4 billion in assets under management[2] and serves some 16.4 million customers worldwide from offices in Asia, Australia, Europe, Latin America and the United States. Principal Financial Group, Inc. is traded on the New York Stock Exchange under the ticker symbol PFG.

“The Principal Financial Group” and “The Principal” are registered service marks of Principal Financial Services, Inc., a member of the Principal Financial Group.
As of March 31, 2011.

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