2012 Harris Poll finds Honda favorite full-line automaker in the U.S.

Honda, Mercedes-Benz, Yamaha vehicle brands get the most 'Likes" in their respective categories.

A poll of over 38,000 U.S. drivers has revealed that Honda and Mercedes-Benz are the top automaker brands in their industries for 2012. The Harris Poll EquiTrend found these to be the favorite brands in the U.S., by measuring their equity.

Honda just edged out Toyota and Ford, with the American automaker taking the top spot last year. In the luxury nameplate fight, Mercedes-Benz was atop the charts for the second straight year, just ahead of BMW, Lexus, Cadillac, and Acura.

Exactly how Harris put numbers on such a subjective metric hasn't been revealed.

The Motorcycle Brand of the Year went to Yamaha, which was just ahead of Harley-Davidson. Yamaha scored higher in the poll's Familiarity, Quality, and Purchase Intention categories.

Other brands that topped the Brand of the Year list include Bose for Car Audio, with Harman/Kardon, Boston Acoustics, Infinity, and Alpine all ranking the average.

Pennzoil was the Motor Oil Brand of the Year for the third straight year, while Michelin was the most favorite tire brand. Garmin was the most popular GPS brand.