Apple wins top spots for 'Brand of the Year' in Harris poll

The iPhone maker retained its No. 1 position across the computer, tablet, and mobile phone categories.

Harris Interactive

Apple won "Brand of the Year" in several technology categories for the second year in a row, according to the results of a Harris poll released on Thursday.

Apple was tops among computer makers, followed by HP, Dell, and Sony. The iPad was No. 1 among tablets, with the Kindle Fire, Google Nexus, and Samsung Galaxy trailing behind. And the iPhone put Apple ahead of other mobile phone makers, including HTC, Samsung, and LG.

The Harris Poll EquiTrend study gauged the perception of more than 38,000 American consumers on more than 1,500 different brands across 155 categories. Brands were rated for Consumer Connection, which measured such factors as Emotion, Fit, Trust, and Performance; and Brand Momentum, which looked at Energy, Ubiquity, Future Outlook, Leadership, and Popularity.

"Americans continue to give Apple brands strong ratings," Manny Flores, senior vice president at Harris Interactive, said in a statement. "And while their Consumer Connection scores are strong within their respective categories, what really stands out is that in all three of the categories Apple brands are measured -- computer, tablet, and mobile phone -- its Brand Momentum scores are in the top 30 of all 1,500 brands evaluated in the study, showing that consumers see this as a brand of the future."

Harris conducted the survey online from January 11 through February 8, 2013.

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About the author

Journalist, software trainer, and Web developer Lance Whitney writes columns and reviews for CNET, Computer Shopper, Microsoft TechNet, and other technology sites. His first book, "Windows 8 Five Minutes at a Time," was published by Wiley & Sons in November 2012.

 

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