Harris Poll Results Show Apple is ‘Brand of the Year’ Again Across Three Categories
Under the first full year of Tim Cook's leadership, Apple took home repeat Brand of the Year distinctions in three categories from the 2013 Harris Poll EquiTrends study, which measures the perceptions of over 38,500 American consumers on more than 1,500 lifestyle, product, and service brands across over 155 categories. The categories Apple won include Computer, Tablet, and Mobile Phone.
"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."
It's easy to dismiss Apple's success as blind loyalty among customers who don't know any better, but is that really a fair assessment? We review Apple products on occasion -- most recently, the Haswell-powered 13-inch MacBook Air -- and more often than not, we're impressed with the product (though not always the price). Apparently so are consumers.
In the Computer category, HP holds steady year-after-year behind Apple as the second most favorable brand, but has been unable to crack the top spot. As for tablets, Apple's iPad series bested Amazon's Kindle Fire line, Google's Nexus family, Samsung's Galaxy series, and HP's Slate lineup (in that order).