Technology Brand Index

March 13, 2018

The Attest Brand Index is a platform agnostic measure of a brand’s total brand equity in the various sectors, as determined by real consumers.

What do we mean by ‘platform agnostic’? We mean the results are not influenced by any particular method of obtaining them, such as looking only at social media mentions, or brand search terms. This reduces bias and provides a much more accurate view of a brand’s strength in any given category.

Learn more about why we believe this is the best methodology for Brand Intelligence.

To determine the Technology Brand Index, we look at three things.

  1. Percentage of unprompted brand recall within a named category e.g. ‘Alcohol’ ‘Fashion’ or ‘Travel’
  2. How likely a person is to purchase your particular brand (purchase intent)
  3. How likely a person is to recommend your brand (net promoter score)

Our data is gathered every quarter from an online survey sent to a nationally representative panel of 1,000 UK consumers aged 18-65.

Top 9 Technology Brand Leaders by unprompted brand recall, ranked by Total Brand Equity

  1. Apple
  2. Samsung
  3. Sony
  4. Microsoft
  5. Google
  6. HP
  7. LG
  8. Amazon
  9. Panasonic

Key Findings

72 different brands were named.

A brand had to have 0.9% of unprompted brand recall to be in the Top 9 brands, with the most recalled brand, Apple, running away with a staggering 57.5% of brand recall, compared to Samsung who scored the next highest at 10.4%.

Technology Brand Equity Chart

(Click to see enlarged version)

In the top brands mapped in the Technology Brand Index, the average brand strength score is 89.52. Apple has the strongest at 131.65, matching its top recall score, while LG had the lowest brand strength of our top 9 brands, with 61.54.

Technology Brand Equity Matrix

(Click to see enlarged version)

Within the Top 9 brands, the average Total Brand Equity score is a huge 1098.89, pulled up significantly by Apple’s Total Brand Equity of 7,570.00, but varying down to Amazon and Panasonic who scored just 70.00 on total brand equity. Amazon, who are primarily an online marketplace, are perhaps associated more strongly with shopping in the minds of consumers. Though they are exceedingly well-known, and have a stake in the tech world (through Amazon Prime, their online platform, and Kindle and Fire tablets to name a few), they are not initially thought of as a manufacturer of purely technology but as a distributor of physical retail.

The overall Technology industry Net Promoter Score is a very healthy 47.9%, dropping just marginally to 39.8% for the top 9 brands.

Here is how people described the technology brands that came top of mind during unprompted brand recall:

The Full Report

The report includes:

  • The UK's leading Technology brands for Awareness, Purchase Intent and Net Promoter Score
  • Overall Brand Strength and Total Brand Equity index
  • Industry averages and market dynamics
  • Key takeaways for the UK Technology industry

This report is based on a nationally representative survey of 1000 people in the UK (aged 18+), surveyed between 1st March 2018 - 6th March 2018.

 View the Technology Brand Industry Report

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