While many have questioned the post-Steve Jobs fate of Apple, the company continues to hold its spot as a top technology brand across three mainstream categories, according to findings from the 2013 Harris Poll EquiTrend (EQ) study. In its first full year under Tim Cook’s stewardship, Apple took home repeat Brand of the Year distinctions in three categories – Computer, Tablet and Mobile Phone – in the annual study, which measures the perceptions of 38,500+ American consumers on more than 1,500 lifestyle, product and service brands across over 155 categories.
“Americans continue to give Apple brands strong ratings,” says Harris Interactive Senior Vice President Manny Flores, “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 evaluations – measuring a brand’s Emotion, Fit, Trust and Performance; Brand Momentum is comprised of Energy, Ubiquity, Future Outlook, Leadership and Popularity.
Apple Crunches Three Categories’ Worth Of Competition, Harris Says
Apple continues to hold the top spot among computer manufacturers, earning the 2013 Harris Poll EquiTrend Brand of the Year. Strong scores for all elements of Brand Equity (Familiarity, Quality and Purchase Consideration) keep the brand at the top.
“Despite a drop in Apple’s Quality score for this year, their Brand Momentum score increased, which was driven by increases in Ubiquity and Popularity scores,” continues Flores.
Hewlett-Packard computers holds steady year-over-year behind Apple computers, but has been unable to match the peak its Brand Equity scores reached in 2011. Also finishing above the category average are Dell, with strong Familiarity and improving Purchase Consideration scores, as well as the style-focused Sony computer brand.
Computer brands ranked above category average:
• Apple Computers – 2013 Computer Brand of the Year
• Hewlett-Packard (HP) Computers
• Dell Computers
• Sony Computers
Other Computer brands in study ranked below category average (alphabetically): Acer Computers, Asus Computers, Compaq Computers, Fujitsu Computers, Gateway Computers, Lenovo Computers, Panasonic Computers, Samsung Computers, Toshiba Computers
iPad Aces Tablet Brand Of The Year For Second Consecutive Year
In the world of tablets, Apple’s iPad, which expanded its offerings in 2012 with the iPad mini, receives the Tablet Brand of the Year distinction for the second consecutive year. Amazon’s Kindle Fire series, which also expanded in 2012 with the addition of HD and larger offerings, follows as runner-up. “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.” Google’s Nexus series, Samsung’s Galaxy series and HP’s Slate series tablets also out-perform the category average.
Tablet brands ranked above category average:
• Apple iPad Series 2013 Tablet Brand of the Year
• Kindle Fire Series
• Google Nexus Series
• Samsung Galaxy Series
• HP Slate Series
Other Tablet Computer brands in study ranked below category average (alphabetically): BlackBerry PlayBook (Tablet), Microsoft Surface (Tablet), Motorola XOOM (Tablet), Nook HD Series
iPhone Wins 2013 Mobile Phone Brand Of The Year Title Again
Another product category, another repeat Brand of the Year Brand of the Year title for Apple. For the second consecutive year, the iPhone earns the 2013 Mobile Phone Brand of the Year title. HTC, Samsung and LG, each with Android phones in their lineups, also outperform the category average.
Mobile Phone brands ranked above category average:
• Apple iPhone 2013 Mobile Phone Brand of the Year
• HTC Phone
• Samsung Phone
• LG Phone
Other Mobile Phone brands in study ranked below category average (alphabetically): Blackberry Phone, Kyocera Phone, Motorola Phone, Nokia Phone, Pantech Phone, Sanyo Phone, Sharp Phone, Sony Phone, T-Mobile Phone
In other categories, Verizon scores repeat Brand of the Year accolades in re-Paid Mobile Carrier Brand of the Year title (for the second consecutive year) and the Mobile Network Brand of the Year title (for the third year in a row). Hewlett-Packard continues to be recognized as the Printer Brand of the Year for 2013, and Newbie Newegg.com is named Online Computer Retailer Brand of the Year
A sample of 38,814 U.S. consumers ages 15 and over were surveyed online by Harris Interactive from January 11 through February 8, 2013 and the survey took an average of 35 minutes to complete. The sample was from the Harris Interactive online panel of respondents, a database consisting of over a million cooperative respondents who have double-opted in to be randomly invited by Harris Interactive to take part in online surveys. The total number of brands rated was 1,511. Each respondent was asked to rate a total of 40 randomly selected brands. Each brand received approximately 1,000 ratings. Data 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, income, and data from respondents ages 18 and over were also weighted for their propensity to be online. This is the same precision weighting approach Harris has used to become the leading online polling organization when calling elections.
The Brand Equity Index is the keystone to the EquiTrend program providing an understanding of a brand’s overall strength. A brand’s Equity is determined by a calculation of Familiarity, Quality and Purchase Consideration. Brand of the Year is determined by a simple ranking of brands.
An academic study concluded that when using the Harris Poll EquiTrend Brand Equity model to determine brand value (as opposed to a financially-based measure of brand value), the stock performance of the top brands consistently surpassed the market during the 2008 financial downturn. The academic study findings appear in the September 2012 issue of the International Journal of Research in Marketing in the paper titled, “The Performance of Global Brands in the 2008 Financial Crisis: A Test of Two Brand Value Measures.” The paper was authored by Johny K. Johansson, Claudiu V. Dimofte and Sanal K. Mazvancheryl.