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. Interesting:

    On the MacNN website, the very same information as above is titled “Sony, Dell stronger than Apple brand.”

    Wouldn’t it be worth highlighting, IMHO, that Microsoft fell off the Top 10 List list, while Apple appeared there for the first time?

    Hmmmmmmm . . .

  2. Honestly, the background noise here on the thread doesn’t matter.

    What does matter is that Apple, through a combination of increased media spending, positive press, and the “buzz” factor, has accomplished something incredible that is the envy of their competitors.

    : )

  3. Sure, blame me because I’m right and Jamie is a retard.

    Go back to watching Oprah, you castrated American pansies. I still have my balls.

    Here’s what some of you want:

    Hi Jamie,

    The graphic explains it, so maybe MDN thought it would be redundant to restate it in their “take.” I hope you don’t take this the wrong way and I want to reassure you that you are a good and smart person. Everybody makes an oversight from time to time. So, perhaps MDN didn’t miss the point after all. No matter what, it’s all okay.

  4. SBD is right. I long for the day that American males revert back to being males. The Oprahization of the American male is even worse than the Windowsification of the PC.

    I want a real man!

    I’ll probably have to move to Europe or somewhere outside the states to find one.

  5. I guess all of the people polled don’t read technology news, because if they did they would not have such a jones for Sony anymore.

    They have made multiple mistakes over the pass couple years. Was the poll available here or on Was it available on CNN or FOX News? If not, this goes to show how crappy polling really is. If you want to get a sample of what people think about companies that are in the consumer tech industry, try putting the poll on some sites that matter.

  6. Jennifer: “Real Man” = neanderthal with a short fuse. Wait till he starts pounding your face when you don’t bend over fast enough. Some women never learn, and I’m sick of using taxpayers money to support their battered women’s shelters.

    Shorty: you’ve demonstrated you can be sarcastic, and actually get the point. So, obviously you make a conscious effort at appearing boorish. Well, it works. You got skills. So, what’s it prove? Oh, I see. You’re a MAN? Now that you’ve made it abundantly clear to all of us that you suffer from low masculine self esteem, and need to attract attention to yourself (more to convince yourself than anything,) the problem is it makes you look, well… homophobic. Which is suggestive of latent queerness. Just thought I’d help out here…

    Oh, jen – neanderthals can be queer.

    On topic – Sony, definately better than Dell, which has lived off their “Dude, yer gettin’ a Dell” crap and direct mailings for some time. Apple, making their way up the list, not bad for a “marginal” company.

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