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 ‘Travel’
- 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.
The podium places remain totally unchanged with the giants of tech reclaiming their winning spots in the same order: Apple, Samsung, Sony. Hardware is key to keeping front of mind for consumers and, given these three are producers variously of phones, laptops, tablets, games consoles, and speakers, they are all appearing physically in consumers’ lives on a regular basis.
Apple’s overall brand equity came down somewhat from its lofty heights due entirely to an 11% fall in recall (much of this snatched directly from them by Samsung). That said, their likeability measures were both up, showing consumers are largely satisfied with the brand.
Samsung improved across all four metrics, particularly impressive for a brand that was already flying high.
Sony, too, improved their recall and purchase intent which is an important metric at this time of year with Black Friday, Cyber Monday, Christmas and the Boxing Day sales all being times when people look to make big tech purchases.
At the bottom of the table were two newcomers: Dell and Panasonic. Both received positive purchase intent and NPS results which is good to see, and necessary if they’re going to hold onto their places in the top 10.
Amazon climbed from 7th to joint 5th: a change that reflects their continued insistence on their tech products (payment-less grocery stores; dominance of the Smart Home market; and the continued rise of Prime).
Overall, the tech industry is well regarded with positive stores across the board, again good to see as we approach the festive period where much tech will be purchased.
Here is how people described the Technology industry 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