Microsoft regains “Superbrand” title from Google in British survey
Consumers and branding experts in the United Kingdom have chosen Microsoft as the best brand among all companies (both tech and non-tech). It regained a title it lost last year to Google, which fell to third place.
The rankings are decided by a survey of 2,000 members of the public. They are asked to consider three factors: quality of goods and services, reliability and trustworthiness, and distinctiveness within their particular market. The “shortlist” presented to the public contains 800 brands, chosen by 29 marketing professionals from an initial list of 1,400.
Microsoft and Google are split in the top three by Rolex. Apple is the only other tech firm in the top ten, taking ninth place just behind Lego.
The organization behind the list, the Center for Brand Analysis, says the 500 top firms are Superbrands, meaning each has “the finest reputation in its field.” That’s clearly nonsense given that it there are multiple entries for virtually every type of market.
The group also says a company making the top 500 “offers customers significant emotional and/or tangible advantages over its competitors, which (consciously or sub-consciously) customers want and recognize.”
It’s certainly true that Microsoft provokes significant emotional responses among many customers, though whether those are advantageous emotions is more debatable. Still, there’s no denying it has a recognizable brand.
Unlike most such surveys, which are mainly designed to attract publicity for the commissioning organization, this is more about making cash from the companies themselves. Firms in the top 500 become eligible for inclusion in the Superbrands program, under which they pay around $16,000 to be featured in a national newspaper advertorial, get tickets to a fancy launch party, and use a pretty logo.
Last year only 52 companies chose to do this, with Microsoft the only tech company which handed over the cash.
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