Sony tops annual ‘Best Brands’ U.S. Harris Poll for 7th straight year

Sony tops the list in the annual Harris Poll of “best brands” for the seventh consecutive year. Dell retains its No. 2 spot, while Coca-Cola, previously in the fourth position, moves up to No. 3.

These are some of the results of a nationwide Harris Poll of 2,351 U.S. adults surveyed online by Harris Interactive between June 7 and 13, 2006. Survey responses were unaided and a list of brand names was not presented to respondents. The results from this survey cannot be compared to results of the Harris Interactive 2006 EquiTrend Brand Study results, as the methodologies for the surveys differ.

The other places on the top-10 list of best brands are taken by Ford (No. 5), Honda (No. 6), Hewlett Packard (No. 7), General Electric (No. 8), Kraft Foods (No. 9) and Apple (No. 10). Two brands dropped out of this list this year, General Motors and Microsoft.

Other brands that receive a substantial number of mentions but not enough to make the top-10 list include Chevrolet, Panasonic, Pepsi Cola, Nike and Maytag.

Half of the top-10 brands are for electronics products; three are for automobile and two for consumer and packaged goods.

Most of the brands in this year’s top-10 list have not moved up or down substantially. The most notable changes are Kraft Foods, falling from No. 3 to No. 9 and General Motors which dropped from No. 8 to No. 17.


This Harris Poll was conducted online within the United States between June 7 and 13, 2006 among 2,351 adults (aged 18 and over). 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.

More info:
This goes to show just how long it takes to seep into the general public’s consciousness. It also likely helps to show why things like the expected growth in Apple’s Mac market share seems to be taking so long. Many savvy readers are quite in tune with the world of technology and many other areas. We all know that Sony is floundering and has been for some time. Most of us also think that Samsung has exceeded Sony in televisions some time ago. Certainly Apple has surpassed Sony as the king of portable music.

And, Ford ranks higher than Honda, just one place behind Toyota? Come on, Joe and Jane Sixpack, you can wake up now!

But, ask the average U.S. Wal-Mart shopper who won the last American Idol… oh, sorry, we digress.

Obviously, it’s going to take the U.S. general public quite some time to figure it all out. If you need any further proof, just look at who they think is the #2 “Best Brand.” Sheesh.

Related articles:
Apple Mac is #1 in European education market, pushes Dell down into second place – February 03, 2006


  1. Just like turning around an oil tanker, establishing/destroying a brand can be a slow, drawn out process. That’s not to say that some brands can’t be sunk quite quickly by some catastrophic incident that holes below the waterline. At the moment, Dell has sprung a leak but all of the buckets that they’re using don’t seem to be bailing out water fast enough.

  2. When I graduated from college and got a good paying job, I treated myself to a Sony TV and stereo system. What a waste!

    Had I been able to at the time buy an HD TV, iPod and iPod HiFi I would have been so much better served and saved money.

    My Sony DVD player won’t play new movies (huh?) The VCR crapped out years ago, and the big 200 Disc changer is useless in the face of the 100 times smaller iPod that sits beside it.

  3. Sony had the best spyware, rootkit for sure!

    ” width=”19″ height=”19″ alt=”raspberry” style=”border:0;” />

    MDN Magic Word: own. MacMania or his affiliates will never own anything from SONY

  4. Yeah, tech news sure takes a long time to reach the general public sometimes. Today I mentioned to my niece that the new Apple computers can runs Windows. She was shocked!

    (Pleasantly so, cos she’s now gonna buy an iMac.)

  5. Everyone has completely missed the story here, including MDN. Look at the chart again.

    Apple, for the first time, has moved into the top ten of quality brand recognition, which is basically what this is all about. Respondents answer spontaneously, without prompting from a list of choices. Surveys like this tend to change at a glacial pace, so for Apple to crack the top ten is an enormous and important accomplishment.

    This is nothing but incredibly good news for Apple, and bodes well for the future. It’s the best piece of news I’ve seen about Apple in months.

  6. Most of us also think that Samsung has exceeded Sony in televisions some time ago.

    I HIGHLY disagree. The cheap quality Samsung LCD/DLP HDTV’s you find all over Walmart/Target/Best Buy etc… pale in comparison to Sony’s HDTV’s, especially WEGA. There is a big difference in price however, but I believe this is a case of you get what you pay for.

  7. @ Short Bus Driver:

    Where, in the MDN take, is it pointed out that Apple has entered the top ten for the first time?

    Perhaps you should take your own advice in regards to reading carefully.

  8. Jamie,

    It’s in the fscking graphic that’s central to the article. Or doesn’t that count in Retardland?

    What do you want MDN to do, tell you what they just told you?

    Jamie’s desired MDN Take: Apple is #10 after not being on the list for the last decade as the graphic above obviously shows anyone who is not retarded.

    Are you one of the morons that Harris polled, Jamie?

    Now, sit down while the bus is moving and keep that helmet on your head!

  9. You are truly an unmitigated creep, SBD. Did you forget to take your Valium today or something? What is wrong with you that you have to go off on someone like that? I’d really like to see you say that to MY face, you a**hole. You’d be visiting your dentist on a regular basis, I guarantee.

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