Subject:
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TGDaily - Microsoft beats Google, LEGO tops Apple
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Newsgroups:
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lugnet.mediawatch
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Date:
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Thu, 16 Jul 2009 09:27:53 GMT
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Viewed:
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11587 times
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http://www.tgdaily.com/content/view/43245/118/
TGDaily - Microsoft beats Google, Lego tops Apple
Business and Law
By Andrew Thomas - Wednesday, July 15, 2009 04:27
London, England - Microsoft has moved from second to first place in a list of
the 500 brands that the UK public thought were most reliable, distinguished and
the best quality. Apple made it into the top ten for the first time, one place
behind toymaker Lego. Last year's winner, Google, drops to third place behind
Rolex.
The annual analysis is carried out by The Centre for Brand Analysis (TCBA),
which compiles a shortlist of 1,400 brands from thousands initially considered.
The lowest scoring brands (around 40 percent) in the eyes of the TCBA panel are
discarded and the remainder are voted on by a nationally representative sample
of more than 2,000 British consumers aged 18 and above. The number of consumer
votes each brand receives determines its position in the final rankings and only
the top 500 brands are deemed to be Superbrands.
Stephen Cheliotis, chief executive of TCBA, says aspirational and
well-established brands have made gains in consumer perception ahead of firms
like Google as they offer some permanence and reliability in uncertain times.
"Microsoft has done a lot with its consumer-facing operations to reclaim its top
spot, whilst Google has been surrounded by controversy such as interest-based
advertising and Streetview so has lost a bit of its credibility as the top super
brand," he says.
Top ten brands 2009
Microsoft
Rolex
Google
British Airways
BBC
Mercedes-Benz
Coca-Cola
Lego
Apple
Encyclopaedia Britannica
When voting on the brands, both the TCBA experts and consumers consider the
following definition: 'A Superbrand has established the finest reputation in its
field. It offers customers significant emotional and / or tangible advantages
over its competitors, which (consciously or sub-consciously) customers want and
recognise.'
In addition, brands are judged against the following three factors:
Quality. Does the brand represent quality products and services?
Reliability. Can the brand be trusted to deliver consistently against its
promises and maintain product and service standards at all customer touch
points?
Distinction. Is the brand not only well known in its sector but suitably
differentiated from its competitors? Does it have a personality and values that
make it unique within its marketplace?
The full list of the top 500 brands can be viewed here
http://www.superbrands.uk.com/pdfs/SB09-10%20Official%20Top%20500.pdf.
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