Apple is the most popular brand in the U.S. and Canada, according to brandchannel.com’s 2005 Readers Choice Awards. Google placed second. In the global category, the two switched places, with Google topping the list, followed closely by Apple. In last year’s contest, Apple bested Google globally.
“Scooping third place, Starbucks continues to waft through our world. We asked readers to choose those brands that had the most impact on them in 2005; Starbucks is for many a daily ritual, made more noteworthy by the cost and experience of choosing this retailer over the corner street vendor,” Robin D. Rusch reports for brandchannel.com. “Mega-retailer Target has been sinking since holding the first place position for 2001 and 2002, before falling to second position in 2003 and then third in 2004. In 2005, it queues up at fourth position. Unique among other national retailers in its focus on design, Target probably faces steep competition with the expansion of Ikea throughout the US. American athlete and seven-time Tour de France winner Lance Armstrong brings up the tail of the top five brands.”
The results:
Global:
1. Google
2. Apple
3. Skype
4. Starbucks
5. Ikea
Asia-Pacific:
1. Sony
2. Toyota
3. Samsung
4. LG
5. HSBC
Europe & Africa:
1. Nokia
2. Ikea
3. Skype
4. Zara
5. BMW
Central & Latin America:
1. Corona
2. Bacardi
3. movistar
4. Havaianas
5. Cemex
United States of America & Canada:
1. Apple
2. Google
3. Starbucks
4. Target
5. Lance Armstrong
According to brandchannel, “Over 2500 people from 99 countries voted in the 2005 poll. The greatest number of voters fell in the age range of 26 to 35 year olds, with about a third more men voting as women. Slightly more claim employment with actual brands as opposed to agencies. Respondents per region equal: 2528 for Global; 1295 for Europe & Africa; 1158 for US & Canada; 841 for Asia-Pacific; and 508 for Latin America.
Brandchannel conducts the study each year under the following conditions:
• Readers are instructed to vote for the brands that had the most impact on them that year.
• Impact is defined as good or bad. (Bad impact might be a brand like Enron.)
• The study runs online and is open to the public during November and December.
• Votes can be cast for up to five brands per region; respondents can only vote once per region but no section is mandatory.
More info here.
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Related article:
Apple ousts Google as top global brand – January 30, 2005
Microsoft nowhere on the list?
That’s odd…
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Of course Porn wasn’t included in this list due to it’s natural animalistic tendencies giving it a unfair advantage.
Of course it could be argued that Starbucks coffee and Apple computers make it eaiser to be on target longer in the quest of Porn, thus their realitive success in the world.
Now image if iTMS started selling Porn what that would do to Apple’s brand recognition.
Apple and Porn could become to mean the same thing. We all could be richer.
And Skype?
I know what Skype is but I think I know maybe one other human being who does.
MacDude,
I am amazed at how well you type with only one hand free.
Sheryl Crow is # 6
Could be better in the Great White North if we could actually download TV show in the iTunes music store.
“Over 2500 people from 99 countries voted in the 2005 poll”
OK . . . is a sample of 2500 people from 99 countries even over the margin of error? Any statisticians out there?
Asia #5 – Honkers & Shankers?
Central & Latin America #5 – a cement company?
Definitely sus.
Pogo,
Very good point. Smallest population that you can get a reliable sample from is 400. But when you split it up into 99 countries (Uzbekistan, I’m betting only had one person enter) only the global number has any chance of being somewhat accurate.
The second problem is, that no survey where people volunteer to enter their opinion is automatically not statistically accurate. It has to be random for it to even approach having a chance of being correct.
Like Zara?, I have to question this survey. 2500 people voting from 99 countries are not enough to determine the title of “the Most Popular Brand”. Where are the powerhouses like Nike and Coca Cola and yes, even Microsoft? Just because they don’t make the most impact it does not mean they are not popular.
They should use the title such as “the Most Innovative” or “the Most Impressive” or such instead of “the Most Popular”.
Interesting that the only region that had alcoholic beverages in the top 5 was Central and Latin America.
#1 is a beer. #2 is a rum.
Bollocks to that!
What an utterly useless piece of tripe this poll is… Some 2500 people from 99 countries, who 1) They have to be aware of brandchannel.com somehow, and 2) have to be bored enough to answer yet another stupid poll (YASP®).
The data in this poll is as scientifically based as studying an aquarium in some blokes basement to learn about the conditions of the worlds reefs!
Wow, Lance Armstrong is fifth! A single person is more popular than Nike, Coke, Wal-Mart and such?!
Go Lance!
Okay MDN, you got me good. Normally I run with my volume all the way down, but today I was using iChat and didn’t turn it back down when I quit. Then while reading this page some chick comes through my speakers with a booming “Heeelllllooooo!” and it scared the bejesus outa me. Don’t do that again!
JEG,
Cute.
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Ok Wingsy, how did you do that??
Blocking that annoying pop-under from this site is easy.
just download the text file “BlockPopUndersInfo” from my site
http://homepage.mac.com/hogfish
Yeah MDN, what’s up with the “”Heeelllllooooo!” chick?
Seems like my bookmark bar activates it. WTF?! … very freaky
Don’t do that!
MDN,
Yikes — I agree — don’t have that voice scare the heck outta me!
It was late at night, I was tired, ready to call it quits and thought I should check MDN one more time before bed. Then this friggin’ voice freaks me out!
Don’t do that again.
nite.
I don’t get why some sites allow this adverising. The first thing I did upon Hellllooo… was quit firefox and MDN along with it. Didn’t have the desire to come back for a while…
Please MDN… You can use my screen as you like when I’m on your site – But stay off my speakers.
“….Lance Armstrong brings up the tail of the top five brands.”
Hmmmmm…..and all this time I thought Lance Armstrong was a PERSON, not a product or a brand.
LANCE ARMSTRONG IS A PERSON NOT A BRAND!!!!!!!
SAVE THE PLANET – KILL A MARKETING EXEC.
Lance has a brand, it’s “10/2”.