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The Harris Poll® #55, July 12, 2006
Sony on Top in Annual ‘Best Brands’ Harris Poll for
Seventh Consecutive Year
Next three places taken by Dell (No. 2), Coca Cola (No. 3),
and Toyota (No. 4)
Sony tops the list in the annual Harris Poll of "best brands" for
an impressive seventh consecutive year. Dell retains its No. 2 spot, while
Coca-Cola, previously in the fourth position, moves up to No. 3.
These are some of the results of a nationwide Harris Poll of 2,351 U.S.
adults surveyed online by Harris Interactive® between June 7 and 13,
2006. Survey responses were unaided and a list of brand names was not presented
to respondents. The results from this survey cannot be compared to results of
the Harris Interactive 2006 EquiTrend Brand Study results, as the methodologies
for the surveys differ.
The other places on the top-10 list of best brands are taken by Ford (No. 5),
Honda (No. 6), Hewlett Packard (No. 7), General Electric (No. 8), Kraft Foods
(No. 9) and Apple (No. 10). Two brands dropped out of this list this year,
General Motors and Microsoft.
Other brands that receive a substantial number of mentions but not enough to
make the top-10 list include Chevrolet, Panasonic, Pepsi Cola, Nike and Maytag.
Analysis by industry
Half of the top-10 brands are for electronics products; three are for
automobile and two for consumer and packaged goods.
Changes since last year
Most of the brands in this year’s top-10 list have not moved up or down
substantially. The most notable changes are Kraft Foods, falling from No. 3 to
No. 9 and General Motors which dropped from No. 8 to No. 17.
TABLE 1
BEST BRANDS
"We would like you to think about brands or names of
products and services you know. Considering everything, which three brands do
you consider the best?"
(All three replies combined)
Base: All Adults
| |
1995 |
1996 |
1997 |
1998 |
1999 |
2000 |
2001 |
2002 |
2003 |
2004 |
2005 |
2006 |
|
Sony |
3 |
1 |
3 |
1 |
2 |
1 |
1 |
1 |
1 |
1 |
1 |
1 |
|
Dell |
* |
* |
* |
* |
* |
5 |
* |
2 |
3 |
3 |
2 |
2 |
|
Coca-Cola |
* |
8 |
7 |
7 |
* |
* |
6 |
5 |
7 |
2 |
4 |
3 |
|
Toyota |
* |
=10 |
* |
6 |
=6 |
=7 |
4 |
* |
* |
5 |
6 |
4 |
|
Ford |
2 |
3 |
1 |
3 |
1 |
4 |
2 |
3 |
6 |
6 |
5 |
5 |
|
Honda |
* |
* |
* |
* |
* |
* |
* |
9 |
* |
7 |
=7 |
6 |
|
Hewlett Packard |
* |
* |
* |
* |
* |
* |
9 |
* |
* |
* |
=10 |
7 |
|
General Electric |
4 |
4 |
2 |
4 |
3 |
2 |
5 |
10 |
4 |
10 |
8 |
8 |
|
Kraft Foods |
* |
* |
* |
* |
* |
* |
* |
4 |
2 |
4 |
3 |
9 |
|
Apple |
* |
* |
* |
* |
* |
* |
* |
* |
* |
* |
* |
10 |
Note: These are spontaneous replies. Respondents are not read or shown
a list of brand names.
* Not in top 10.
BRANDS THAT DROPPED OUT OF TOP-10 THIS YEAR
General Motors and Microsoft
TABLE 2
NUMBER OF INDUSTRIES REPRESENTED IN THE TOP-TEN LIST
| |
2001 |
2002 |
2003 |
2004 |
2005 |
2006 |
|
Electronics* |
5 |
3 |
4 |
3 |
5 |
5 |
|
Automobiles |
3 |
3 |
2 |
4 |
4 |
3 |
|
Consumer & packaged goods |
2 |
3 |
4 |
3 |
2 |
2 |
* Includes General Electric and Microsoft
Methodology
This Harris Poll® was conducted online within the United States
between June 7 and 13, 2006 among 2,351 adults (aged 18 and over). Figures for
age, sex, race/ethnicity, education, region and household income were weighted
where necessary to bring them into line with their actual proportions in the
population. Propensity score weighting was also used to adjust for respondents’
propensity to be online.
All surveys are subject to several sources of error. These include: sampling
error (because only a sample of a population is interviewed); measurement error
due to question wording and/or question order, deliberately or unintentionally
inaccurate responses, nonresponse (including refusals), interviewer effects
(when live interviewers are used) and weighting.
With one exception (sampling error) the magnitude of the errors that result
cannot be estimated. There is, therefore, no way to calculate a finite
"margin of error" for any survey and the use of these words should be
avoided.
With pure probability samples, with 100 percent response rates, it is
possible to calculate the probability that the sampling error (but not other
sources of error) is not greater than some number. With a pure probability
sample of 2,351 adults one could say with a ninety-five percent probability that
the overall results have a sampling error of +/- two percentage points. However
that does not take other sources of error into account. This online survey is
not based on a probability sample and therefore no theoretical sampling error
can be calculated.
These statements conform to the principles of disclosure of the National
Council on Public Polls.
W28028
Q707-Q709-Q710
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