2013 Harris Poll EquiTrend Report
Subject: 2013 Brands of the Year
Source: Harris Interactive
Some interesting results and quotes from Harris Interactive's press release:
"Apple crunches three categories' worth of competition"
2013 Tablet Brand of the Year - Apple iPad series
2013 Mobile Phone Brand of the Year - Apple iPhone
2013 Computer Brand of the Year - Apple Mac series
"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 ... 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 ... show that consumers see this as a brand of the future."
"Brand of the Year" Award Goes to Apple and the Ecosystem it created.
In the old days, we called it a "Turn Key System" what is now called Apple's "Ecosystem" that all works together:
• the iOS and easy 3rd party development and the app Store
• local Apple Stores
• Apple developed low cost software solutions
• iOS devices
- Apple TV
• the Mac and it's OS X
- Mac mini
- NEW MacPro (Home 4K HDTV Server Hub and Office Server and work station)
• AirPort and the Time Capsules
• several Billion Dollar Server Farms powered with Solar Panel Farms and Fuel Cells
• P. A. Semi
• lots of R&D, labs and patents
It isn't any one thing, it is the full multi-level of Apple products and services that is receiving the "Brand of the Year" award. Samsung, Google, Microsoft, ... are offering just a sliver of what Apple offers! They group their turds together and believe they are offering the same thing.
So in February 2013 they announced Apple as leader for 2012 and now in July 2013 they are announcing them leader for 2013. I guess in October the will announce them leader for 2014. Interesting how they time there announcements after a big move up.