Respondents were asked to rate each of the brands on a 7-point scale (1= very unreliable, 7= very reliable.) Figure 2 shows all respondents’ most and least favourite brands by demographic: clearly Sony is the winner.
Brand experience Highest Score Lowest Score Friendly Nokia (27.7%) Microsoft (18.59%) Intelligent Microsoft (41.32%) Sanyo (15.32%) Inconsistent Sanyo (16.13%) Sony (3.95%) Fun Apple (23.97%) Toshiba (10.29%) Engaging Nokia (20.9%) Sanyo (8.89%) Helpful Microsoft (28.66%) Apple (20.18%) Trustworthy Sony (43.39%) Sanyo (22.7%) Customer Focused Nokia (47.57%) Sanyo (24.31%) Convenient Canon (24.81%) Apple (15.83%) Listening Nokia (12.65%) Sanyo (5.2%) Perception Highest Score Lowest Score of Brand International Sony (68.2%) Apple (41.04%) Exclusive Apple (20.66%) Sanyo (4.38%) Weak Sanyo (14.88%) Sony (1.45%) Luxury Sony 27.1% Sanyo (4.3%) Mysterious Apple 13.06% Panasonic (3.09%) Accessible Panasonic (38.03%) Apple (19.31%) Individualistic Apple (20.16%) Sanyo (6.35%) Common Sanyo (36.14%) Apple (11%) Limited Apple (9.57%) Sony (1.93%) Insignificant Sanyo (11.05%) Sony (1.36%) Innovative Nokia (46.09%) Sanyo (16.78%) Stagnant Sanyo (21.37%) Nokia (4.48%) Risk-taking Apple (17.71%) Sanyo (4.51%) Dull Sanyo (15.45%) Sony (3.2%) Irrelevant Sanyo (10.7%) Sony (2.54%)
2005年 1 Johnson & Johnson 80.56 2 The Coca-Cola Company 79.69 3 Google* 79.52 4 United Parcel Service (UPS) 79.37 5 3M Company 78.78 6 Sony Corporation 78.75 7 Microsoft Corporation 78.11 8 General Mills 78.03 9 FedEx Corporation 77.79 10 Intel Corporation 77.27 11 Toyota Motor Corporation 77.27 12 Home Depot 76.50 13 The Procter & Gamble Company 75.91 14 The Walt Disney Company 75.88 15 Dell Computer Corporation 75.73 16 Honda Motor Co. 75.60 17 Pepsico 75.26 18 Costco* 74.03 19 IBM Corporation 73.42 20 General Electric Company 73.39 http://www.harrisinteractive.com/expertise/reputation.asp#rq2005