The 10 Best Perceived Brands Of 2012 — Apple's Not One Of Them
Apple barely missed making the list of the 10 most well-liked in the U.S., says marketing research firm YouGov BrandIndex.
And Apple isn’t on the list. It’s ranked 11.
Last year, it barely made the list. Its rank slipped again despite the iPad mini and iPhone 5.
YouGov BrandIndex interviews 5,000 people each weekday from a representative U.S. population sample about brands’ consumer perception. This list is the result of more than 1.2 million interviews in 2012.
All brands were measured using YouGov BrandIndex’s Buzz score, which asks respondents: “If you’ve heard anything about the brand in the last two weeks, through advertising, news or word of mouth, was it positive or negative?”
YouGov BrandIndex’s measurement scores range from 100 to -100 and are compiled by subtracting negative feedback from positive.
YouGov provided explanations for why each company deserves to be on the list.
10. Google: Score 30.8
According to YouGov BrandIndex, which provided explanations for why each company does well with consumers, “Google dropped from number 4 in 2011 to 10 in 2012. Google started the year with privacy issues, and negative coverage of Google+, however it was a year where the company built on previous growth and sharpened its focus on mobile and social.
The company completed its deal with Motorola and strengthened links to Samsung with more than 50 million Android tablets and smartphones activated to date. They launched Jelly Bean (Android 4.1) and a host of iOS apps including Google Maps for iOS, which saw 10 million downloads in 48 hours. And headliner of the year was Google Glasses, reinforcing the brand’s status as tech pioneers.”
9. YouTube: 30.9
“Google owned YouTube made its first entry into the annual Top 10 at number 9. Last year saw YouTube’s first video to pass 1 billion views. PSY’s Gangnam Style stormed around the world and became the most watched YouTube video of all time. Even Google Executive Chairman Eric Schmidt danced Gangnam with a private lesson from PSY. ‘Tribute’ versions were uploaded from such unlikely sources as MIT, NASA and the China Coast Guard’s Jiangsu division.”
8. Kindle: 31.0
“Kindle broke into the top 10 for first time this year. According to Amazon the Kindle Fire HD is the number one selling product across Amazon worldwide, and that the next two, bestselling products worldwide are the Kindle Paperwhite and the $69 Kindle.
Kindle ranked number 3 in YouGov’s “must have” gifts list for the 2012 holiday season.”
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