Forrester Research’s ‘The 2005 Technology Brand Scorecard’ “collected feedback from consumers on 48 technology brands, including 22 that make consumer electronics devices. It then ranked them along two dimensions: the growth potential of the brand and the trust of the brand among regular users,” Eric Bangeman reports for Ars Technica. “Going by the results of the study, the biggest winners were Bose, Apple, and Dell. Bose scored strongest on both dimensions. Apple also scored very high on trust, but not as well on growth potential, while Dell scored very high on growth potential (second only to Bose), but closer to the rest of the pack in terms of trust.”
“At the other end of the spectrum was Microsoft, which was included due to its presence in the gaming console market. By a long shot, the software giant scored lowest on both dimensions. The score is a measure of consumer apathy and/or dislike towards the entire Microsoft product line rather than reflective of any distaste for the Xbox. Forrester thinks the score means that Microsoft could be headed for trouble,” Bangeman reports.
Forrester Research: “Microsoft faces big consumer defection risk. One measure of consumers’ dissatisfaction with Microsoft is seen in the 5.4 million households that give it a brand trust score of 1 [distrust a lot] or 2 [distrust a bit]. Compared with all Microsoft users, these at-risk users have higher income, are much more likely to be male, and are bigger online spenders. These households know they run Microsoft software but would be just as happy to leave it behind — if they could.”
Full article with graph of the survey results here.
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That report is from September, before Apple’s product announcements and the Sony rootkit issue.
This just in from MacDaily Windows News
The mecro$oft is dying, slowly. It belongs to the dad or grandparent’s computer. While Apple belongs to the new hip trendy generations.
For the games console, with the delay of PS3, I afraid may it just a matter of time…. It was like a war between Palm vs Pocket PC. Netscape vs IE. Do something quick, Sony. Before it’s too late.
exactly… microsoft = what can I get? … Apple = how can we both win?
mw-story
Microsoft is seen in the 5.4 million households that give it a brand trust score of 1 [distrust a lot] or 2 [distrust a bit].
That tells everything right there.
I miss MacDude 🙁
Enough with the macdude crap… anybody could sign in with that name, and various punks probably have all along just to attract attention. Now you’re keeping the bs going by even mentioning ‘them’…
On topic: Just wondering why Bose would rank higher than Apple in growth potential of brand… Bose? They make the wave, and perhaps a few speakers/stereo components… what area would they be seen as growing into… multimedia delivery, mp3 players, software, computers, wifi, cellphones, video… etc.?? I don’t get it.
As I read earlier today Microsoft’s woes are like ants infesting your picnic lunch.
gateway has more brand potential that apple????????????
A huh? That might be because Bose doesnt have the memories of a bad history in the 90’s like Apple does.
Wonderful! Bose is a laugh. They spend most of their R&D dollars on advertising.
Learn a lesson Steve—-Advertise and you can sell anything!
Tell the masses how great OSX is for crying out loud. Apple really does have the best computers, but the windows world need its brains pummeled a little.
MACDUDE, COME HOME.
.
in another equally impo bit of news:
Apple’s frugal use of letters in its name as opposed to longish Microsoft seen as a better use of the alphabet.
And Apple’s use of the color white seen as a purer product.
Give me fu#&ing; break MDN we might be apple’s sheep but we still require some substance.
.
“Learn a lesson Steve—-Advertise and you can sell anything!
Tell the masses how great OSX is for crying out loud. Apple really does have the best computers, but the windows world need its brains pummeled a little.”
Yes, even MDN has sounded off on Apple’s lack of advertising, but hear me out on this:
I was thinking about the whole Apple and advertising thing today and something occurred to me – Possibly one of the reasons Apple doesn’t spend so much on advertising is because they are building APPLE STORES. That may be where their advertising buget REALLY is. Think about it – it costs BIG BUCKS to build, staff, and pay the bills for these stores. I can’t even imagine what it must cost for the London store alone! So, my feeling is that Apple is doing quite a bit of advertising. It’s HANDS ON advertising. You can’t get people to understand an OS in 30-60 seconds, but get them in a store and bang! – they can play for hours. This is really where their advertising dollars are going. And guess what? – After they see the “advertisement” in the STORE, they can buy right away.
Even if Apple only breaks even or ends up making a small profit from some of these stores after costs, they are still getting Macs into peoples hands and doing a TON of advertising. I think it’s a valid point. Anyone?
*XOXOXOX* MacDude
© – The stores are part of Apple’s marketing department, so apparently Apple sees it your way too.
@ Copyright
You hit the nail on the head. Apple’s greatest form of advertising is in its product and its faithful user base, basically we are all ambassadors for using Apple and its ever increasing chain of stores are where the masses go to buy the products. Apple is growing organically rather than through marketing hype. Apple is increasing its revenue streams and profitability every quarter. A Mac is a product that you can’t actually ‘sell’ to someone like you can sell them a PC. You can point it out to them and demonstrate its features and let them have a play and then they decide whether or not to buy it. You don’t do that with a PC.
I think all these accolades and pining away for MacDude are posted by none other than MadDude herself, er, himself.
Good riddance, MacDud. Don’t come back now, ya hear?! Hope the door hits you in the ass when you finally leave the building.
@ Elaine
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I think I need to go MIA for a bit
“Even if Apple only breaks even or ends up making a small profit from some of these stores after costs, they are still getting Macs into peoples hands and doing a TON of advertising. I think it’s a valid point. Anyone?”
Yeah, a valid point. Dem stores gotta be REAL pricey.
winmacguy says: “Apple and its ever increasing chain of stores are where the masses go to buy the products.”
But I thought the Apple stores were temples and places of worship!
Oh, same difference. Never-mind!
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© – I agree somewhat, but advertising still seems necessary to stem the possible (if MS ever releases whatever it is they are working on) MS did it first syndrome.
I live in Dallas and there are 3 store in the area. None of them are in what I’d call bubba zones. They are all located in very high-dollar locations (at least two are). For good reason.
But unless Apple gets the word out, MS will get the mind share credit for all of Apples hard work. And the masses will flock again to MS – because they will say that they “invented the computer that everyone copies”.
Hey “MacDude’s Ghost”
Shut up will you?
Dell’s reputation is riding on fumes and mostly supported by people who don’t know any better.
Macdude’s Ghost:
I believe that the correct colloquialism is, “Don’t let the door smack ya where the good Lord cracked ya.” This is a comment of disdain issued to a person making a hasty retreat after said person had suffered an ignominious defeat or public thrashing.
Go LSU.
if macdude comes back, I’m leaving, gonna take my ball and go home… – lol
seriously… MDN… just give us a MacDude/tHE dUDE mute button. Give us the power to selectively mute his postings from his IP…. then everybody could be happy.