Top 10 Tech Brands Survey Marks Decline in Apple’s Reputation


Strategy Analytics‘ ConsumerMetrix service just released its latest ranking of top tech companies by brand preference, and the findings come as less of a surprise than a confirmation of challenges ahead for the world’s best-known producers of gadgets.

While readers have to purchase the full report, the release itself includes some points that sound good for Samsung…and bad for Apple.

Full list after the jump.

1. Samsung 

2. Sony 

3. Microsoft

4. HP

5. Apple

6. LG

7. Toshiba

8. Philips

9. Panasonic

10. Dell

BlackBerry and Motorola unsurprisingly suffered the greatest declines, but the most important results from this survey of more than 6,000 people in the U.S. and Europe are the ones you don’t see on that list.

China’s Huawei made the biggest jump in brand preference rating, signifying that the company has begun to expand its influence in the foreign market. This finding comes amidst a political PR battle between the U.S. and China over revelations that the NSA infiltrated Huawei’s servers to determine whether the company was directly connected to the Chinese military.

While the U.S. has blocked Huawei from doing business in this country, the move certainly won’t hurt its relationships with clients in “‘high-priority target’ countries such as Iran, Afghanistan, Pakistan, Kenya, and Cuba” or in most of Europe. The fact that the survey did not even include China means that Huawei will almost certainly continue gaining market share in areas where Apple and Samsung would like to expand their business.

On the American front, the survey found that “Apple’s weak performance may be attributed to its relative lack of new product introductions” and that its biggest dips occurred among the younger demographic. In other words, a new-ish version of a core product like the iPhone is no longer enough to sustain a brand’s reputation in the tech field. But we already knew that.

One striking statistic is how far Samsung stands above competitors. Yet researchers warn the company not to rely on its reputation as the leading economy-priced smartphone provider. Author David Mercer writes that “none of today’s leading technology brands can afford to rest on their laurels as newcomers such as Huawei are ready to provide serious competition.”

The point being that tech brands must expand their influence overseas and continue releasing new products rather than re-tooling the ones we know. The nonstop talk of inconvenient, socially awkward “wearables” is finally starting to make sense.

What else do we take from this survey?