Apple Named ‘Brand of the Year’ Again

Consumers may be buying fewer Apple products these days, but in a survey, they still said that Apple devices are their favorite. For the second year in a row, a Harris Interactive poll has found Apple to be the top brand for computers, mobile phones and tablets.

The Mac Observer’s Jeff Gamet reported, “Apple is the top ranked brand in the United States, according to results from an annual Harris Interactive poll. Apple was ranked the top brand by consumers in all three of the categories it was included in: computers, smartphones, and tablet devices.”

InformationWeek quoted Manny Flores, senior VP at Harris Interactive, who said, “Americans continue to give Apple brands strong ratings. 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 Register’s Rik Myslewski added, “Interestingly, Flores said, Apple’s Quality scores dropped in this year’s survey, but its Brand Momentum scores rose.”

PCMag’s Angela Moscaritolo noted, “In the computer segment, HP took the runner-up position behind Apple, but was unable to match its peak brand equity scores reached in 2011, according to the study. Dell came in third with strong familiarly and improved purchase consideration scores, while Sony came in fourth. Meanwhile, a number of computer brands ranked below category average, including: Acer, Asus, Compaq, Fujitsu, Gateway, Lenovo, Panasonic, Samsung, and Toshiba.”