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What's more interesting than observing Microsoft?

April 4, 2006

Good news and bad news for the Microsoft brand

Posted by David Hunter at 9:01 AM ET.

Matt Chapman at vnunet reports that Microsoft wins battle of the brands:

Microsoft has the strongest brand in the world, according to a study by market research firm Millward Brown.

The Redmond giant was a clear leader in the survey, with a global brand valued at more than $62m.

Millward Brown claimed that its new ranking system is unique in that it combines consumer research with public financial data and consumer expectations about a brand’s growth.

The study also focuses on “market facing” brands as opposed to corporate brands.

“This is the first study that goes beyond financial data and ‘expert opinion’ to include in-market insights about a brand’s strengths and momentum from potential customers,” said Andy Farr, executive director at Millward Brown Optimor.

But here’s a puzzle: Gregg Keizer is reporting at InformationWeek that Dell, Apple Lead In Brand Trust; Microsoft Dead Last:

Bose, Dell, and Apple Computer led the technology brands trusted by U.S. consumers, a new survey from Forrester Research said Monday, while Microsoft came in dead last.

In the telephone survey of 4,700 American adults, Microsoft’s brand earned the overall 20th spot out of the 22 companies included in the poll, with its trust level in the cellar. “Microsoft faces big consumer defection risk,” the accompanying Forrester report on the survey read. Some 5.4 million households “know they run Microsoft software but would be just as happy to leave it behind — if they could.”

I won’t even begin to attempt to reconcile the two.



Filed under General Business, Marketing, Microsoft, Public Relations

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