Apple has biggest impact on world consumers

'Apple has biggest impact on world consumers'

Online survey makes Apple overwhelming winner; Microsoft, the brand most wanted to argue with

Rachel Sanderson

Monday, March 31, 2008

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LONDON, UK: The Apple brand has the biggest impact on the world's consumers, while Microsoft and the United States nation brand are those considered most in need of a remake, a survey showed on Monday.

The poll by online magazine brandchannel.com asked its readers to identify the brands with the greatest impact on their lives, and say how they affected readers' behavior and their view of the world.

Nearly 2,000 professionals and students participated in the survey. The creator of the iPod and Mac computer triumphed in six categories including most inspiring brand and the one readers cannot live without.

Microsoft received the dubious honor of the brand most readers wanted to argue with, and the one they most wanted to revamp. Brand USA was second place in the category.

The poll does not take account of economic brand value.

Discussing Apple, one anonymous reader said there was "never a dull moment" with the company "reinventing itself all along and providing, over and over again, a new perspective on what we thought was carved in stone".

At the other end of the spectrum, Microsoft had "gone from innovative and bold to stodgy and follower," said another unnamed reader.

A surprising result from the survey was that few of the respondents -- who came from 107 countries -- thought that there was such a thing as a "green" brand.

After Apple, the most inspiring brands were Nike, Coca-Cola, Google and Starbucks. The same brands, except with Virgin in place of Starbucks, were the brands most readers would "like to sit next to at a dinner party".

The survey was conducted online from February 24 to March 9.
©Reuters

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