Apple has emerged as the most powerful global brand according to the inaugural Brandjunkie survey .
The online survey of nearly 2000 professionals and students from 107 countries concluded the success of the Ipod and the MacBook has rubbed off on the Apple label. Apple was a clear winner in six of the categories surveyed:
- 22.1% of respondents described Apple as the most inspiring brand, ahead of Nike on 6.6%.
- 14.3% said Apple was the brand they would most like to sit next to at a dinner party, beating out Virgin on 4.1%.
- 15.2% of respondents claimed they could not live without the Apple brand.
One of the respondents described Apple as follows:
“It’s one of the few brands that are managed so well—its approach to design, its ease of use, its selective communications strategy and innovation—that every touch point and product accurately represents what it should represent. It creates desire and mystery.”
Other brands to get a positive mention included Google, Coca-Cola, Nike and Starbucks.
Participants were also asked that ‘If you could rebrand any brand, what brand would it be?’ The two most common responses were software giant Microsoft with 4.5% and the USA on 2.3%.
The survey also showed that million dollar green advertising campaigns were not making much headway in convincing people of eco-friendliness. When posed with what brand they thought was truly (going) “green”, the clear winner was ‘none’ on 19.4%.
One respondent said:
“Companies will pretend they are environmentally aware (e.g. products that may be recycled, reducing carbon emissions, contributing funds to drought relief) except they still have, primarily, only their own interests in mind and are therefore never truly green.”