As more and more companies adopt a “Bring Your Own Device” philosophy, the most successful technology brands are creating powerful mobile computing devices that span both work and play, reports the 2012 Harris Poll EquiTrend (EQ) study. EQ is a yearly study that measures the perceptions of 38,500+ American consumers about more than 1,500 lifestyle, product, and service brands.
Apple at the top of the technology tree
Apple swept the computer, tablet computer, and mobile phone categories in the 2012 Harris Poll EquiTrend study. Not far behind Apple in the computer category is Hewlett Packard. HP is followed by Dell, SONY and Lenovo, which complete the list of brands that rank above the category average
Samsung Galaxy, Sony Tablet, Motorola Xoom, and Lenovo ThinkPad follow Apple iPad in the tablet computer category. Though Apple leads the clustered field of mobile phone manufacturers, HTC catapults to second in brand equity without doing any direct advertising and preferring a channel market strategy only. Apple and HTC are followed by Samsung, LG, Motorola, and Sharp.
The Harris Poll EquiTrend is a brand equity tracking study conducted by Harris Interactive (http://www.harrisinteractive.com) that measures and compares brand health for more than 1,500 brands. The study was conducted online from Jan. 31 through Feb. 20, 2012 and analyzes the responses of over 38,500 consumers on key measures of brand health — including how well the public knows a brand, how positively they think of the brand and their consideration to do business with or donate to a brand.