Microsoft takes the top spot in a brand survey by Forrester Research

While several marketing gurus hail Apple tree as an iconic make across domains, Microsoft came out on acme in a brand survey conducted by Forrester Research. Microsoft emerged as the winner, with Apple in second, Sony in third, and Samsung in fourth identify.

The results are based on a make survey where more than than iv,500 U.S. adults were polled in August 2022. Forrester practical its TRUE methodology - which it uses to measure out make force in several vertical markets - to 10 consumer engineering firms it selected, including Microsoft, Apple tree, Sony, Samsung, Hewlett-Packard, and Dell.

Forrester argues that the One Microsoft unified branding strategy of Microsoft has resonated with American consumers and the issue is considering of Microsoft's ubiquity in consumers' lives and its cross-generational entreatment.

"It's too early to say if 'One Microsoft' is a success, just [Microsoft] is headed in the right direction. They haven't had a consistent experience across the brand earlier. Microsoft'southward performance coincides with a shift from an individual product marketing approach to the seamless 'One Microsoft' communications and user experience."

- Tracy Stokes, Forrester Inquiry

Microsoft's showing majorly depended on its unbeatable score in the 'Essentials' category, i of four used in Forrester's calculations, and its loftier trust ranking across all age groups.

For most consumers, Microsoft is ubiquitous with no alternative to Windows and Office, and hence a commonsensical essentiality. Apple tree, with its emotional hold, and Samsung scored just as highly every bit did Microsoft in three of the four categories, but barbarous behind in Essentials. Microsoft besides won out in the demographic boxing with consistently high brand rankings across every age grouping. Meanwhile, companies like Apple tree and Samsung scored best in younger age groups, notably with millennial, those aged 25 to 33.

While the bulldoze toward a singular, coherent brand helped Microsoft, Apple's 2nd-place finish can exist attributed in part to its struggles over the concluding 18 months, including a drop in stock toll and criticism that it had dulled its innovation edge.

Source: Computerworld

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