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Apple Has Top Brand, World Consumers Say

But survey says Microsoft, USA need to revamp marketing

By Laila Weir,  Newser User

Posted Mar 31, 2008 10:45 AM CDT
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(Newser) – Apple is the world's "most inspiring brand," as well as the one most consumers say they can't live without, according to a new survey on brand impact. Meanwhile, Reuters reports that Microsoft was the brand buyers thought most in need of an overhaul—with the United States as runner-up.

Microsoft has "gone from innovative and bold to stodgy and follower," according to one reader of brandchannel.com, which ran the survey, while another said there was "never a dull moment" with the iPod and iPhone maker. Nike, Coca-Cola, Google and Starbucks followed Apple in the “most inspiring” category, but respondents say they're still looking for a "green" brand.

Uncle Sam behind broken glass, at a military recruitment center in New York's Times Square after an explosive was set off nearby. Survey respondents voted brand USA as second most in need of a revamp.
Uncle Sam behind broken glass, at a military recruitment center in New York's Times Square after an explosive was set off nearby. Survey respondents voted brand USA as second most in need of a revamp.   (AP Photo/Mary Altaffer)
Apple CEO Steve Jobs gestures during an iPhone announcement at Apple headquarters in Cupertino, Calif., March 6, 2008.
Apple CEO Steve Jobs gestures during an iPhone announcement at Apple headquarters in Cupertino, Calif., March 6, 2008.   (AP Photo/Paul Sakuma)
The iPod maker ranked overwhelmingly as consumers' favorite brand.
The iPod maker ranked overwhelmingly as consumers' favorite brand.   (AP Photo)
Visitors are seen on the booth of Microsoft at the CeBIT show in Hanover, northern Germany, on Tuesday March 4, 2008.
Visitors are seen on the booth of Microsoft at the CeBIT show in Hanover, northern Germany, on Tuesday March 4, 2008.   (AP Photo/Joerg Sarbach)
Microsoft Corp. Chairman Bill Gates gives the opening keynote address to a sold out audience at the Microsoft Office Sharepoint Conference in Seattle on March 3, 2008.
Microsoft Corp. Chairman Bill Gates gives the opening keynote address to a sold out audience at the Microsoft Office Sharepoint Conference in Seattle on March 3, 2008.   (AP Photo/Marcus R. Donner)
U.S. military personnel place U.S. flag over a coffin, Phnom Penh, Cambodia, March. 1, 2008. Survey respondents voted the USA brand second-most in need of a revamp, after Microsoft.
U.S. military personnel place U.S. flag over a coffin, Phnom Penh, Cambodia, March. 1, 2008. Survey respondents voted the USA brand second-most in need of a revamp, after Microsoft.   (AP Photo/Heng Sinith)
Lindsey Vonn, of the United States, holds a national flag as she stands on the podium after completing a women's super-G, at the alpine ski, World Cup finals, in Bormio, Italy, Thursday, March 13, 2008.
Lindsey Vonn, of the United States, holds a national flag as she stands on the podium after completing a women's super-G, at the alpine ski, World Cup finals, in Bormio, Italy, Thursday, March 13, 2008.   (AP Photo/Armando Trovati)
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The details of the survey, straight from the source
Brandchannel.com

 
Microsoft • brands • consumer • marketing • Apple • USA

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