Samsung is the most preferred consumer technology brand, ahead of Sony, HP and Apple, according to researach by Strategy Analytics. In a survey of more than six thousand consumers in the US and Europe, ‘Technology Brand Preferences’, Samsung received the highest overall preference rating of +41%, followed by Sony at +29%, HP at +20% and Apple at +19%. The lowest brand preference ratings were given to Lenovo (-37%), RIM (Blackberry) (-28%) and Sanyo (-26%).
“Samsung has made a remarkable journey from no-name brand to global leader in less than 15 years,” says David Mercer, Principal Analyst and the report’s author. “In contrast to many of its competitors, Samsung’s popularity shows unusual consistency across geography, age and income groups and this suggests the company has a broad and balanced marketing strategy.”
Respondents were asked to consider how likely they would be to choose each of more than 20 global brands when buying technology products such as computers, mobile phones and TVs. The study identified significant regional and demographic variations in brand preference. Apple is the third most preferred brand in Italy but ranks only eighth in Germany. Apple’s popularity also diminishes in line with age: it is the second most popular brand with under-20s but ranks only 10th with over-65s.
Jia Wu, Director, Connected Devices research, commented: “In spite of its significant financial losses in its consumer electronics segment, Sony still has strong brand equity, which could serve as one of its greatest assets for a potential turnaround.”
