Bose, Dell, Sony, Panasonic, and Hewlett-Packard are the technology brands that score the highest with US consumers according to a new survey by Forrester Research, Inc. Forrester’s Technology Brand Scorecard evaluated 22 of the best-known consumer technology brands, based on the responses of more than 4,700 consumers.
This is Forrester’s third, semi-annual survey ranked consumer electronics and personal computer manufacturers on consumer trust, brand usage, and future purchase intent. A sample of the rankings:
• Highest-rated companies: Bose, Dell, Sony, Panasonic, and Hewlett-Packard.
• Lowest-rated companies: Toshiba, Hitachi, Microsoft, Gateway, and LG.
A top finding: Americans’ trust in consumer technology companies is eroding. Forrester believes that the decline in trust from 2003 to 2005 is due to ubiquitous technologies like PCs, HDTVs, and MP3 players reaching more price-conscious, mainstream consumers. That’s a major challenge for tech companies that must now sell to tech-averse customers who demonstrate little brand loyalty. “Trust is a powerful way to measure a brand’s value and its ability to command a premium price or drive consumers into a higher profit direct channel,” said Forrester Vice President Ted Schadler in the press release. “A decline in trust causes brand erosion and price-driven purchase decisions, which in turn correlates with low market growth.”
Additional highlights include:
• Apple and TiVo are the only brands that enjoyed an increase in consumer trust between 2003 and 2005. But the results show a disconnect between the “Apple Computer” brand and the company’s wildly popular iPod. In our survey, iPod owners did not appear to identify with the “Apple Computer” brand, which could impede the so-called “halo effect” that iPods might have on Macintosh sales.
• Bose is a gem to be mined with 10 million regular users today, but more than 17 million consumers who aspire to use the brand.
• Despite brilliant growth in the past two years, Korean manufacturers such as Samsung and LG engender low consumer trust.
“The 2005 Technology Brand Scorecard” includes profiles of each brand’s regular users and aspiring users, data that holds lessons for marketers seeking to reach new customers. The Forrester report is available to WholeView 2(TM) clients and can be found at http://www.forrester.com
If we had a nickel for every time we heard some mall shopper say to another, “let’s go to the iPod store,” we’d run fewer ads. These survey findings back up something about which we’ve written many times before: We firmly believe that a short 5-10 minute video explaining what Apple Macs can do for average personal computer users should be shipped on every video-capable iPod sold. A video that already exists, no less! Such an omission is criminal. It’d be easily deleted, unobtrusive, and Windows-only users would be able to quickly see what they’re missing. Why this isn’t currently the case is baffling. Apple is squandering a huge opportunity to inform Windows iPod owners about Mac OS X. Apple doesn’t even need to Think Different to do such a thing, they just need to think.
• Apple’s brand new iPod Hi-Fi speaker system. Home stereo. Reinvented. Available now for $349 with free shipping.
• Apple’s new Mac mini. Intel Core, up to 4 times faster. Starting at just $599. Free shipping.
• MacBook Pro. The first Mac notebook built upon Intel Core Duo with iLife ’06, Front Row and built-in iSight. Starting at $1999. Free shipping.
• iMac. Twice as amazing — Intel Core Duo, iLife ’06, Front Row media experience, Apple Remote, built-in iSight. Starting at $1299. Free shipping.
• iPod Radio Remote. Listen to FM radio on your iPod and control everything with a convenient wired remote. Just $49.
• iPod. 15,000 songs. 25,000 photos. 150 hours of video. The new iPod. 30GB and 60GB models start at just $299. Free shipping.
• Connect iPod to your television set with the iPod AV Cable. Just $19.
Apple in secret deal with Microsoft to hide Macintosh from world? – January 19, 2006