This report just in from Forrester Research - 2005 Technology Brand Scorecard.
The survey was done on 2 scales of "Brand Potential" and "Brand Trust amongst regular users". And boy are the results interesting.
Bose, Dell and Apple seem to widely recognised as winners in the combination of these factors and their individual branding efforts have paid off in their beoming well-known and trusted brands. In terms of potential, seems like the gold medal goes to Bose and Dell. Personally, I think Bose managed to build some scarcity around it and niched it as a high-end audio device maker. Dell may rank highly also due to the unique scalability of their business model as well as the recently announced takeover of Alienware, signalling their break into the high-end computer gaming market.
On the other end of the spectrum lies big-boy Microsoft. Their marketing executives should be feeling the heat now with popular distrust amongst their users. Their brand potential also scored on the low end, proving the theory that "whatever goes up must come down". Seems like the repeated delays for Vista and the annoucement of their new OS subscription model are not sitting too well with us end users.
[via: arstechnica ]
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