Three
industries are represented on this year’s list. Four of the
companies are from the Electronics industry, while three are
each from Autos and Consumer and Package Goods.
Sony and Dell are among the top 10
most recognizable brand names according to a recent Harris Poll.
The annual poll of “best brands” saw Sony, which had been in the
top position for seven straight years, drop one spot to number
2. Dell, which had been in the second spot last year drops two
spots to number 4 this year.
The data comes from a nationwide Harris Poll of 2,372 U.S.
adults surveyed online by Harris Interactive between June 5 and
11, 2007. Survey responses were unaided and a list of brand
names was not presented to respondents.
Coca-Cola was ranked number one for the fuirst time in the polls
12 year history. Two brands dropped out of this list this year,
Hewlett Packard (was No. 7) and General Electric (No. 8).
“Top of mind association with being “best” is a good position
for any brand,” said Robert Fronk, Senior Vice President, Brand
and Strategy Consulting, Harris Interactive. “For a truly
successful brand relationship though, the objective is not just
awareness, but to foster the ongoing process and outcome of
brand engagement, which requires more custom and sophisticated
measures based upon the interaction of the brand and its desired
audience.”
Three industries are represented on this year’s list. Four of
the companies are from the Electronics industry, while three are
each from Autos and Consumer and Package Goods.
One interesting thing to note is the changes from 1997 and what
a difference ten years makes. Only four of this year’s top ten
brands were on the list back then: Ford (which was No. 1), Sony
(which was No. 3), Coca-Cola (which was No. 7) and Pepsi Cola
(which was No. 10).
BEST BRANDS
“We would like you to think about brands or
names of products and services you know.
Considering everything, which three brands do
you consider the best?”
(All three replies combined)
Base: All Adults
1995
1996
1997
1998
1999
2000
2001
2002
2003
2004
2005
2006
2007
Coca-Cola
*
8
7
7
*
*
6
5
7
2
4
3
1
Sony
3
1
3
1
2
1
1
1
1
1
1
1
2
Toyota
*
=10
*
6
=6
=7
4
*
*
5
6
4
3
Dell
*
*
*
*
*
5
*
2
3
3
2
2
4
Ford
2
3
1
3
1
4
2
3
6
6
5
5
5
Kraft Foods
*
*
*
*
*
*
*
4
2
4
3
9
6
Pepsi Cola
*
*
10
*
*
*
*
7
=10
*
*
*
7
Microsoft
*
*
*
=8
6
*
7
*
5
*
=10
*
8
Apple
*
*
*
*
*
*
*
*
*
*
*
10
9
Honda
*
*
*
*
*
*
*
9
*
7
=7
6
10
Note: These are spontaneous replies. Respondents
are not read or shown a list of brand names.
Methodology
This Harris Poll was conducted online within the United States
between June 5 and 11, 2007 among 2,372 adults. Figures for age,
sex, race/ethnicity, education, region and household income were
weighted where necessary to bring them into line with their
actual proportions in the population. Propensity score weighting
was also used to adjust for respondents’ propensity to be
online.
RTO Online is the official channel for Rent-to-Own Industry News and the
only independent source of news for the rent-to-own, rental-purchase,
lease-purchase trade. RTO Online (Rent to Own Online) represents the choice
of the entire RTO Industry for trusted information, as it happens.
Three
industries are represented on this year’s list. Four of the
companies are from the Electronics industry, while three are
each from Autos and Consumer and Package Goods.