Apple Ranks 6th In YouGov's Brand Perception List

Like last year, this year too YouGov BrandIndex has come out with the list of the most positively perceived brands. Apple after losing its position in 2013 has managed to stand on the sixth spot in this year’s brand perception poll. YouGov BrandIndex is a brand quality measurement firm which has obtained these results by polling more than a million U.S adults. These brands are rated by using the YouGov BrandIndex’s Buzz score which is obtained by asking the respondents about the brands. The respondents are asked if they’ve heard anything about the brand through advertising, news or word of mouth in the past two weeks, and if yes, was it positive or negative.
From the picture above, Amazon ranked first with a highest score of 29.7. YouTube which is second and Netflix, third have a marginal difference. YouTube have jumped up four spots from its previous year. Whereas, Netflix has moved up from the 12th spot to the 3rd! While, Subway claims the 4th spot, McDonalds is nowhere in the list. Samsung comes up to the 6th spot from its previous year’s 11th spot. Apple follows them by a 2 points difference. Followed by Google, Lowe’s, Ford and Cheerios.
It could be assumed that all the positive speculations about the Apple Watch which is Apple’s first wearable gadget, helped them. Also, the launch of iPhone 6 and Apple Pay mobile wallet was a big plus for them. Some of the bad news for them included the unwanted U2 on people’s playlist and a shaky iOS 8 launch, also not to forget the wirelurker virus which made a lot of news.
Ted Marzilli of YouGov commented that Apple is a well-known brand on which people have strong opinions and even though they maybe getting a lot of positive responses from the Apple fans but a little negative response from even a minority, drags their score down. Looking at the results, a difference of even a decimal makes a difference in the standing. Ted further said that since they track 1,500 brands, so it’s important from them to choose the cream of the crop referring to the Top 10 brands.