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Apple, Sony, Tops In Harris Brand Study

3/27/2012 02:39:32 PM Eastern

New York - Apple is the No. 1 overall computer, tablet and
mobile phone brand, while Sony is the top consumer electronics brand in the 23rd
"Annual Harris Poll EquiTrend Study."

The annual brand study measures the equity of more than
1,500 brands in a wide variety of consumer categories.

Harris said the study results were based on a sample of
38,529 U.S. consumers, ages 15 and older, who were surveyed online by Harris
Interactive from Jan. 31 through Feb. 20. The survey took an average of 40
minutes to complete.

The top brands in the consumer electronics, computer, telecommunications,
gaming and major appliance categories were:

  • Consumer Electronics (overall) - Sony Home Electronics

  • Car Audio - Bose In-Vehicle Audio;
  • Digital Camera - Canon

  • GPS Navigation - Garmin Navigation System

  • Computer (overall) - Apple Computers

  • Tablet Computer - Apple iPad

  • E-readers - Amazon Kindle

  • Printer - HP Printing & Imaging

  • Telecommunications (mobile phones) - Apple iPhone

  • Gaming Platform - Nintendo Wii

  • Major Appliances - KitchenAid

The study's sample was from the Harris Interactive online
panel of respondents, a multimillion-member database consisting of cooperative
respondents who have double-opted in to be randomly invited by Harris
Interactive to take part in online surveys.

The total number of brands rated was 1,529. Each respondent
was asked to rate a total of 40 randomly selected brands. Each brand received
approximately 1,000 ratings.

Data was weighted to be representative of the entire U.S.
population of consumers ages 15 and older based on age, sex, education,
race/ethnicity, region and income. Data from respondents ages 18 and older were
also weighted for their propensity to be online, Harris
said.

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