Apple Takes Home Three Brand of the Year Awards
Here’s an achievement certain to be trotted out at Apple’s next big media event. Harris Interactive on Thursday declared the company the top U.S. brand across a trio of consumer electronics categories — the only three in which it’s rated.
According to Harris Interactive’s 2013 EquiTrend survey, which polls some 38,000 U.S. consumers about their brand preferences, Apple dominated not only the tablet segment, but the mobile phone and computer segments, as well.
Quite the hat trick, and one Apple has pulled off for two years running now, beating out some serious competition. In the computer category, Apple bested Hewlett-Packard, Dell and Sony; in the tablet category, it surpassed Amazon, Google and Samsung; and in the mobile phone segment, it beat HTC, Samsung and LG.
Said Harris Interactive senior VP Manny Flores, “… 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.”
And that’s worth noting. Harris Interactive’s Brand Momentum category measures — among other things — ubiquity, future outlook, leadership and popularity. In the eyes of U.S. consumers, Apple clearly meets its brand promise.