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According to the 2013 Harris Poll Equitrend study, Apple holds the top spot as Brand of the Year. Among other categories, Apple holds the top spots in the areas of computer, tablet, and mobile phone.
While Apple dropped in Apples’ overall quality score, it made up for it in the brand momentum category. Hewlett-Packard continues its trend of finishing behind Apple and maintains solid branding scores.
“Americans continue to give Apple brands strong ratings,” says Manny Flores, Senior Vice President at Harris Interactive. “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 iPad in particular was the focus of Apple’s second year distinction as the Tablet Brand of the Year. This was hoped by the release of new iPad models in 2012.
“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. “These increases show how the relatively new Tablet technology has grown to meet the needs of both the sophisticated and first time tablet buyer.”
Harris Poll EquiTrend polled 38,814 consumers over the age of 15 between January 11th and February 8th. The 35 minute survey is used to calculate familiarity, quality, and purchase consideration. This means that the brand value is at the core and not the financial success of the company. The poll looks at many other categories such as mobile network brands (Verizon) and online retailer brands (Newegg.com).
While this poll doesn’t indicate the success of individual products or predict future trends, it is interesting to see that the Apple brand continues strong in the post Steve Jobs era, a time when many were concerned that many things would change for the worse. For the time being things are moving forward.
[via Harris Interactive]
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