Consumers Really Like Tech Companies, But Do They Feel the Love?

Nintendo was among the "most-desired" brands.

Branding shop Clear US conducted a survey of 17,000 people here and abroad to determine the “most-desired brands” for consumers. Around the world, Apple, Google, and BMW were tops, with two other tech companies, Microsoft and Nintendo, taking spots in the top ten.

In the U.S., Trader Joe’s, Seventh Generation, and Play Station led the pack. Tech took three slots.

Adam French, Clear US’ founding MD, writing in Ad Age, breaks down the qualities that he says people are looking for in a brand. Among them, personality, brand-building innovation, and the ability to adapt to new behaviors that have developed over the past couple of years, such as everyday “accessible pleasures.” So serving a purpose and providing value are important. But the relationship with technology companies isn’t too touchy-feely.

Earlier this week, Harris Interactive released its 2011 Harris Interactive RQ Study, which measures the reputations of the 60 “most visible” companies. In its 12th year, the study saw many more increases than decreases, with technology once again making a strong showing. Auto companies have also seen their reputations improve.

If you take a closer look at which categories tech does best in, they are financial performance, products & services, vision and leadership, and workplace environment. Where they’re soft are social responsibility and emotional appeal.

For tech companies, maybe an emotional attachment isn’t as important as consumer brands. Or is it? And how can a tech company soften its reputation? A new Google Chrome ad features cute kids. Share your thoughts in the comments.

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