The Attest Brand Index is a platform agnostic measure of a brand’s total brand equity in the Technology sector, 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.
To determine the Technology Brand Index, we look at three things:
- Percentage of unprompted brand recall within a named category e.g. ‘Entertainment’, ‘Fashion’ or ‘Alcohol’
- How likely a person is to purchase your particular brand (purchase intent)
- 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.
Only the top two brands remain firm in their positions from Q2 to Q3; Apple in top spot and Samsung in second. Apple has seen a slight drop in Total Brand Equity, fuelled by dropping Purchase Intent from 71.4% to 68.3%. They’re left with a Total Brand Equity of 7,720, which is still leaps and bounds above the next closest technological giant: Samsung with a Total Brand Equity of 1,100.
The rest of the top 10 table has seen some shifts, with Sony and Microsoft swapping places, leaving Sony in bronze position this quarter. Google also rises up, from 6th to 5th position, thanks to their increased share of mind (up from 2.2% to 2.8%) and jumping ahead in NPS (up from 40.9 to 64.3).
There’s only one newcomer to the top 10 table this quarter, PlayStation who make it into 6th place. They also take the crown for highest Purchase Intent – with 81.8%, even beating last quarter’s joint Purchase Intent winners Apple and Amazon with 71.4%. Panasonic have dropped out of the top 10 this quarter.
NPS scores are up for 7 of the top 10 brands, indicating that the market as a whole is increasingly satisfied with the technology products on offer. One notable increase is for HP, who had an NPS of -7.7 last quarter, and received 36.4 this time around.
Here is how people described the Technology brands that came top of mind during unprompted brand recall:
The 2018 Technology Industry Brands Report
The full 2018 report includes:
- The UK’s leading Technology brands for Awareness, Purchase Intent and Net Promoter Score from the start of the year, so you can compare where shifts have occurred over time
- Industry-wide averages and market dynamics
- Key takeaways for the UK Technology industry