Feeds

Apple crushes all competition in US Brand of the Year survey

Top smartphone: Apple. Top tablet: Apple. Top computer: Apple

  • alert
  • submit to reddit

Secure remote control for conventional and virtual desktops

Americans love their Apples. A new Harris Interactive poll surveyed 38,814 US consumers, who ranked Apple as Brand of the Year in three categories: smartphones, tablets, and computers.

"Americans continue to give Apple brands strong ratings," Harris Interactive SVP Manny Flores said in a release announcing the results.

Interestingly, Flores said, Apple's Quality scores dropped in this year's survey, but its Brand Momentum scores rose. "Its Brand Momentum scores are in the top 30 of all 1,500 brands evaluated in the study," he said, "showing that consumers see this as a brand of the future."

It appears that US consumers may have more faith in Apple's future than the Wall Street moneymen.

Four brands scored above average in the smartphone and computer categories, and five in tablets:

Smartphones:

  1. Apple
  2. HTC
  3. Samsung
  4. LG

Computers:

  1. Apple
  2. HP
  3. Dell
  4. Sony

Tablets:

  1. Apple
  2. Amazon (Kindle Fire)
  3. Google
  4. Samsung
  5. HP (Slate series)

Considering Samsung's sales successes – and its "Next Big Thing" marketing blitz – it's perhaps surprising to see it finish behind HTC in smartphone Brand of the Year rankings, not to mention its fourth-place finish in tablets, well behind Amazon's Kindle Fire. Both results are further proof that advertising != branding.

"While both the Apple iPad and Amazon Kindle Fire series of tablets show small gains in Brand Equity for 2013, they both receive strong increases for Purchase Consideration," says Flores. That's consideration, not purchase – and this is a branding survey, not a market-share report.

In addition to the three categories in which Apple took the branding laurels, Harris Interactive's survey crowned quartet of Brand of the Year winners in other categories. Here are the above-average scorers in those four tech-company groupings:

Mobile Network:

  1. Verizon
  2. AT&T

Pre-Paid Mobile Carriers:

  1. Verizon
  2. AT&T
  3. TracFone

Printers:

  1. HP
  2. Canon
  3. Kodak
  4. Samsung
  5. Xerox

Online Computer Retailers:

  1. Newegg
  2. Microsoft
  3. Apple Store
  4. Best Buy

As a pro-am photographer who has relied on Epson printers for years – and, yes, paid their hefty ink fees – your Reg reporter was saddened to find his fave printer vendor ranked below average. But then again, I wasn't one of the US consumers surveyed between January 11 and February 8 "whose responses were weighted to be representative of the entire U.S. population of consumers ages 15 and over based on age by sex, education, race/ethnicity, region, [and] income."

More detail on the Harris Interactive methodology can be found here; scroll down. ®

The essential guide to IT transformation

More from The Register

next story
Apple's iWatch? They cannae do it ... they don't have the POWER
Analyst predicts fanbois will have to wait until next year
The agony and ecstasy of SteamOS: WHERE ARE MY GAMES?
And yes it does need a fat HDD (or SSD, it's cool with either)
Barnes & Noble: Swallow a Samsung Nook tablet, please ... pretty please
Novelslab finally on sale with ($199 - $20) price tag
Kate Bush: Don't make me HAVE CONTACT with your iPHONE
Can't face sea of wobbling fondle implements. What happened to lighters, eh?
Apple to build WORLD'S BIGGEST iStore in Dubai
It's not the size of your shiny-shiny...
Just in case? Unverified 'supersize me' iPhone 6 pics in sneak leak peek
Is bigger necessarily better for the fruity firm's flagship phone?
Steve Jobs had BETTER BALLS than Atari, says Apple mouse designer
Xerox? Pff, not even in the same league as His Jobsiness
Apple analyst: fruity firm set to shift 75 million iPhones
We'll have some of whatever he's having please
prev story

Whitepapers

Implementing global e-invoicing with guaranteed legal certainty
Explaining the role local tax compliance plays in successful supply chain management and e-business and how leading global brands are addressing this.
7 Elements of Radically Simple OS Migration
Avoid the typical headaches of OS migration during your next project by learning about 7 elements of radically simple OS migration.
BYOD's dark side: Data protection
An endpoint data protection solution that adds value to the user and the organization so it can protect itself from data loss as well as leverage corporate data.
Consolidation: The Foundation for IT Business Transformation
In this whitepaper learn how effective consolidation of IT and business resources can enable multiple, meaningful business benefits.
High Performance for All
While HPC is not new, it has traditionally been seen as a specialist area – is it now geared up to meet more mainstream requirements?