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

Posted:
in General Discussion edited January 2014
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.

Comments

  • Reply 1 of 15
    SpamSandwichSpamSandwich Posts: 31,319member


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

  • Reply 2 of 15
    macrulezmacrulez Posts: 2,455member

    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.

  • Reply 3 of 15
    rogifanrogifan Posts: 10,669member
    How can this be? Didn't Bloomberg recently run a story about how Apple's advertising sucks and their brand is starting to tarnish?
  • Reply 4 of 15
    flaneurflaneur Posts: 4,511member
    They must have polled mostly old people. We're the only ones who think rooting a phone is something like getting a root canal.
  • Reply 5 of 15
    mechanicmechanic Posts: 805member

    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:)

  • Reply 6 of 15
    applesauce007applesauce007 Posts: 1,620member


    Only the Best!


    Better than all the Rest...

  • Reply 7 of 15
    island hermitisland hermit Posts: 6,217member


    "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.

  • Reply 8 of 15
    vl-tonevl-tone Posts: 337member

    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

  • Reply 9 of 15
    flaneurflaneur Posts: 4,511member
    vl-tone wrote: »
    You don't know how surveys work do you? Ever heard of weighting

    So they compensate for fat people?
  • Reply 10 of 15
    vl-tonevl-tone Posts: 337member

    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.

  • Reply 11 of 15
    flaneur wrote: »
    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. :)
  • Reply 12 of 15
    qamfqamf Posts: 87member


    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

  • Reply 13 of 15
    rogifanrogifan Posts: 10,669member
    qamf wrote: »
    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.
  • Reply 14 of 15
    eideardeideard Posts: 394member


    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.

  • Reply 15 of 15
    macrulezmacrulez Posts: 2,455member

    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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