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Apple repeats as Harris Poll's 'Brand of the Year' in three categories

post #1 of 16
Thread Starter 
Market research firm Harris Interactive on Thursday announced Apple, for the second consecutive year, beat out tech giants like Google, Samsung, and Amazon to be named computer, tablet and mobile phone "Brand of the Year."

Product Lineup


According to the 2013 Harris Poll EquiTrend study, which samples over 38,000 U.S. consumers on a broad range of products and services, Apple repeated its category-topping performances in the computer, tablet and mobile phone segments.

"Americans continue to give Apple brands strong ratings," said Manny Flores, a Harris Interactive senior vice president. "And while their Consumer Connection scores are strong within their respective categories, what really stands out is that in all three of the categories Apple brands are measured ? Computer, Tablet and Mobile Phone ? its Brand Momentum scores are in the top 30 of all 1,500 brands evaluated in the study, showing that consumers see this as a brand of the future."

The Consumer Connection metric measures a brand's "Emotion, Fit, Trust and Performance," while Brand Momentum measures "Energy, Ubiquity, Future Outlook, Leadership and Popularity."

Consumers put Apple ahead of HP, Dell and Sony in the computer category, though the Cupertino company's Quality score dropped from 2012. Brand Momentum picked up this year, however, keeping Apple at the front of the pack.

As for the tablet category, Apple's iPad brand was followed by Amazon's Kindle Fire lineup, Google's Nexus series and Samsung's Galaxy devices. Despite its anti-iPad marketing blitz, Microsoft failed to push its Surface tablet into the top five.

Finally, Apple's iPhone led the mobile phone segment, followed by Android device makers HTC, Samsung and LG. BlackBerry and Microsoft's Windows Phone were among the brands ranked below the category average.

Apple also ranked above average as an online computer retailer, but the Online Apple Store fell short of Microsoft.com and this year's Brand of the Year, Newegg.com.
post #2 of 16

But who paid Harris for this poll? They don't simply go around polling for free.

Proud AAPL stock owner.

 

GOA

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Proud AAPL stock owner.

 

GOA

Reply
post #3 of 16
Quote:
Originally Posted by SpamSandwich View Post

But who paid Harris for this poll? They don't simply go around polling for free.


Well, actually they do, more or less.  As a market research group, they frequently give away some of their research to as a promotional expense.

post #4 of 16
How can this be? Didn't Bloomberg recently run a story about how Apple's advertising sucks and their brand is starting to tarnish?
post #5 of 16
They must have polled mostly old people. We're the only ones who think rooting a phone is something like getting a root canal.
post #6 of 16
Quote:
Originally Posted by Rogifan View Post

How can this be? Didn't Bloomberg recently run a story about how Apple's advertising sucks and their brand is starting to tarnish?

They're Doomed! I tell you! Doomed!/s:)

post #7 of 16

Only the Best!

Better than all the Rest...

post #8 of 16

"Apple also ranked above average as an online computer retailer, but the Online Apple Store fell short of Microsoft.com and this year's Brand of the Year, Newegg.com."
 

 

Fell short of Microsoft .com?

 

Are people drunk.

Hmmmmmm...
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Hmmmmmm...
Reply
post #9 of 16
Quote:
Originally Posted by Flaneur View Post

They must have polled mostly old people. We're the only ones who think rooting a phone is something like getting a root canal.

You don't know how surveys work do you? Ever heard of weighting

post #10 of 16
Quote:
Originally Posted by VL-Tone View Post

You don't know how surveys work do you? Ever heard of weighting

So they compensate for fat people?
post #11 of 16
Quote:
Originally Posted by Flaneur View Post


So they compensate for fat people?

 

You may have been joking, but you're spreading a common misconception about surveys.

 

And I know that surveys can be falsified, biased or manipulated, but any survey with a minimum of seriousness will have its answers weighted to avoid over-representing certain demographics, it's pretty basic stuff.

post #12 of 16
Quote:
Originally Posted by Flaneur View Post

They must have polled mostly old people. We're the only ones who think rooting a phone is something like getting a root canal.

I'm nearing sixty and would beg to differ, having an unlocked, rooted, S-Off phone. 1smile.gif
post #13 of 16

No surprise.

Especially with the great new brand campaign they launched!

 

Quote:
Originally Posted by Rogifan View Post

How can this be? Didn't Bloomberg recently run a story about how Apple's advertising sucks and their brand is starting to tarnish?

0.o

What this piece perhaps published before Apple's newest ad campaign?


-QAMF


Edited by QAMF - 7/25/13 at 9:41pm

Active on S}A forums.  S|A student level subscriber.  Don't claim to know what is in the articles.

Reply

Active on S}A forums.  S|A student level subscriber.  Don't claim to know what is in the articles.

Reply
post #14 of 16
Quote:
Originally Posted by QAMF View Post

No surprise.


Especially with the great new brand campaign they launched!


 
0.o


What this piece perhaps published before Apple's newest ad campaign?



-QAMF

Haha, ah no. The whole point of the Bloomberg piece was knocking Apple's new ads.
post #15 of 16

They've altered their style qualitatively in recent months - instead of seeking and examining a specific demographic - yes, which might even include everyone - they now leave it up to the individuals polled to look for and choose which survey they care to respond to.

 

Lousy science and even worse data mining.  I no longer respond to their emails - though I haven't relegated them to spam, yet.  Hoping they might return to procedures more accurate though, I guess, more costly.

post #16 of 16
Quote:
Originally Posted by Eideard View Post

They've altered their style qualitatively in recent months - instead of seeking and examining a specific demographic - yes, which might even include everyone - they now leave it up to the individuals polled to look for and choose which survey they care to respond to.

 

Lousy science and even worse data mining.  I no longer respond to their emails - though I haven't relegated them to spam, yet.  Hoping they might return to procedures more accurate though, I guess, more costly.

True, the Harris methodology has long been questionable, having once relied on spammail and then launching a lawsuit against MS, AOL, and others for blocking their spam (which they later showed the good judgment to drop).


Do you think this methodology is more sound?

http://www.bbc.co.uk/news/business-21857393

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