Apple continues to maintain its top position for the third time in Harris Poll. Apple is the top "Brand of the Year" in three mainstream categories. According to Harris Poll EquiTrend (EQ) study findings for 2013, Apple wins awards in categories of Computer, Mobile Phone and Tablet.
Apple wins top position in Computer category. Hp is on 2nd position following Dell and Sony. In Tablet category, Apple's iPad holds first position with Kindle Fire on 2nd, Google Nexus on 3rd, Samsung Galaxy Series on 4th and HP Slate Series on 5th spot. The iPhone wins 2013 Mobile Phone Brand of the Year award with HTC, Samsung, and LG trailing behind.
This EQ study by research firm Harris Interactive is based on the perceptions of 38,500+ US consumers on more than 1,500 different brands across over 155 categories. All these awards are given to Apple due to its best scores in all brand equity features like consumer connection in accordance with familiarity, performance, quality and purchase consideration and brand momentum like energy, ubiquity, leadership, popularity and future outlook.
Harris Interactive's SVP Manny Flores said, "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 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. Despite a drop in Apple's Quality score for this year, their Brand Momentum score increased, which was driven by increases in Ubiquity and Popularity scores."