The 2008 Brandjunkie Survey Results - Apple tops poll but users urge caution
Brandchannel’s Brandjunkie awards take a look at brand impact and how brands influence consumer perception and behaviour. This year’s poll of 2,000 people in 107 countries clearly positioned Apple at the top of their game. Consistent wins with questions like "Which brand inspires you the most?", "If you were to describe yourself as being a brand, what brand would you be?" and "What brand can you not live without?" show that they’re definitely doing something right at Apple HQ. Although some comments did contain words of caution for the future. One respondent stated, "I don’t like the fact that Apple seems to be getting a little more of an ego of late. That will eventually bite them in the a$$." Worryingly they also came second in the poll of "Which brand do you want to argue with?". Users accused the giant of "exploiting their customers’ good will to extremes" and introducing new products too frequently.
Other brands that seem to be ticking the right boxes are Virgin, Nike, Coca Cola and Google. Richard Branson can rest easy with Virgin producing comments such as "The brand completely shines and radiates youth, fun and happiness."
At the other end of the spectrum, Microsoft fared pretty poorly being the company that most people want to argue with and also coming top in the "If you could rebrand any brand, what brand would it be?" category.
You can check out our reviewers’ opinions on Apple and Microsoft products on www.reevoo.com.
Blog posted on Monday, March 31st, 2008 at 3:56 pm under News, Products. Leave a comment, or trackback from your own site.
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Paulie Says:
March 31st, 2008 at 5:33 pm
This is so true. Everyone loves Apple until they have to deal with the after-sales service. I’ve been through it a couple of times over the last few years and it really does suck.
But I still drop £1000’s on their stuff time and time again!