Study says Apple is most reputable brand

According to the 2012 Harris Poll Annual RQ Public Summary Report, which ranks the most visible companies by their brand reputation, Apple is the most reputable company in the world. Apple, which was ranked 5th place in 2011, leapt past the competition and 2011 frontrunner Google with a Reputation Quotient (RQ) of 85.62, the highest score in the 13-year history of the study.

Three of the top four brands on the list are technology companies. This year's top 10 list was rounded out by Google (82.82 RQ), The Coca-Cola Company (81.99), Amazon.com (81.92), Kraft Foods (81.62), The Walt Disney Company (81.28), Johnson & Johnson (80.45), Whole Foods Market (80.14), Microsoft (79.87) and UPS (79.75).

The Reputation Quotient is a score based on six different categories comprised of 20 total attributes. The RQ categories are Social Responsibility, Emotional Appeal, Products & Services, Vision & Leadership, Financial Performance, and Workplace Environment. Apple was ranked the highest in four of the six categories, with Whole Foods Market taking the top score in Social Responsibility and Amazon.com ranking first in Emotional Appeal. Apple ranked second and fourth in those two categories, respectively.

Harris Interactive's summary report (PDF file) pointed out that Apple's score this year is the result of 12 straight years of improvement, and contrasts the company's dramatic performance against that of HP. While Apple ranked 34th in 2000 and 40th in 2001, HP ranked third place in 2000, and has since fallen to 25th place in 2011 and 32nd place in 2012.

Also of note in the study is that the technology industry has the highest reputation out of all industries according to the polled general public. Ranked in last place, even beneath the tobacco industry, is the government.

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"Reputable" can be negative or positive... And lately it seems like they are garnering more negative attention, the way they're trying to sue all their competition away. A prostitute is "reputable", too... Bleh. I'll never buy another Apple product, I can tell you that much.

all the tech companies are doing that...

3 Charisma said,
"Reputable" can be negative or positive... And lately it seems like they are garnering more negative attention, the way they're trying to sue all their competition away. A prostitute is "reputable", too... Bleh. I'll never buy another Apple product, I can tell you that much.

i am not sure about this Isheep thing or Fanboy thing or anything like that. I can say that 2 years ago, I was chatting to my cousin about what he will be getting his kids for Christmas. He stated to me that he was getting both his girls Ipods. At the time I didn't know much about apple since i didn't own a product from them ever. So i said "oh don't do that, its much better to go with something that can play everything and have lots of bells and wistles." I was wrong to say that.

Since then, I have bought myself an Ipad2 and and Iphone. Both are very superior products to anything else i have tried from other companies. I am betting all the people with apple hate (like i once was) just haven't had the chance to use one for very long. True, there could be some people out there who actually TRULY don't enjoy the format/style of IOS5, but i would bet most just say that they hate apple just because they don't know anything about it.

rippleman said,
i am not sure about this Isheep thing or Fanboy thing or anything like that. I can say that 2 years ago, I was chatting to my cousin about what he will be getting his kids for Christmas. He stated to me that he was getting both his girls Ipods. At the time I didn't know much about apple since i didn't own a product from them ever. So i said "oh don't do that, its much better to go with something that can play everything and have lots of bells and wistles." I was wrong to say that.

Since then, I have bought myself an Ipad2 and and Iphone. Both are very superior products to anything else i have tried from other companies. I am betting all the people with apple hate (like i once was) just haven't had the chance to use one for very long. True, there could be some people out there who actually TRULY don't enjoy the format/style of IOS5, but i would bet most just say that they hate apple just because they don't know anything about it.

The simple fact that I have had the opportunity to use both an iMac and Macbook Pro for an extended period of time has steered me away from Apple. Whenever I use an iDevice, I feel like I'm confined by its limited functions.

Today's story was brought to you by the letters A and pple and the numbers 1 (as in probably the 1 person they asked about apple products via a wee-gee board ofcourse )

Athlonite said,
Today's story was brought to you by the letters A and pple and the numbers 1 (as in probably the 1 person they asked about apple products via a wee-gee board ofcourse )

Is that anything like a Ouija board?

Foxconn where the phones are made is like a slave factory. People work 20hours a day 7 days a week to earn very little. Just think about that.

Jerome Green said,
Foxconn where the phones are made is like a slave factory. People work 20hours a day 7 days a week to earn very little. Just think about that.

The reality is that Foxconn make products for many other companies other than Apple, but everyone loves to hate Apple.

tmaxxtigger said,

The reality is that Foxconn make products for many other companies other than Apple, but everyone loves to hate Apple.

If Apple want to play with the big boys, it has to be able to stand on it's own two feet and answer for itself, even if others do it... who cares? - people are asking Apple. It is no coincidence that they claim the top spot on this list, if they want the question to go away they will have to wait till they drop down the list again.

Whilst advertising might be able to point out the negatives of another product to deflect attention. It doesn't really work with a question like this.

Jerome Green said,
Foxconn where the phones are made is like a slave factory. People work 20hours a day 7 days a week to earn very little. Just think about that.

And that is relevant how? Foxconn is its own company. If you want to include its actions in this way, everyone on the list would get less than 20 points because everyone deals with other companies that are shady. The purpose of this list is to isolate and rate a company and what it has direct control over, not indirect.

Jerome Green said,
Foxconn where the phones are made is like a slave factory. People work 20hours a day 7 days a week to earn very little. Just think about that.
you sir, are a fool

Apple will have a good reputation towards the masses until the masses find out what apple's actions are toward the competition (especially when they keep loosing their battles that they started in the first place). It will be short lived.

I've grown tired of Apple, personally. After having a nightmarish experience with my iMac, I've come to experience the side of Apple that people warned me of. I didn't listen. But I sure as heck am listening now. Once I'm able to sell this MacBook Pro I have, I'm done.

srprimeaux said,
I've grown tired of Apple, personally. After having a nightmarish experience with my iMac, I've come to experience the side of Apple that people warned me of. I didn't listen. But I sure as heck am listening now. Once I'm able to sell this MacBook Pro I have, I'm done.

What do you mean? I primarily use my Macs for video and sound editing but they are rock solid.

srprimeaux said,
I've grown tired of Apple, personally. After having a nightmarish experience with my iMac, I've come to experience the side of Apple that people warned me of. I didn't listen. But I sure as heck am listening now. Once I'm able to sell this MacBook Pro I have, I'm done.

Please share this "nightmarish experience" that you oh so had. Is it because your angry you don't understand the os? Is it because you don't understand how to install windows on it? Did you happen to get a bad iMac? Is your MacBook pro giving you the same nightmare. Etc?

Sikh said,
Please share this "nightmarish experience" that you oh so had.

I'm not alone in the experience I had, actually. If you peruse the Apple Support forums for gray smudges appearing behind iMac screens and the refusal of Apple to honor warranties, you'll know exactly what I'm referring to.

Sikh said,
Is it because your angry you don't understand the os?

"You're" ... and no. It's not because I'm ignorant of OS X. I'm not. It has nothing to do with OS X.

Sikh said,
Is it because you don't understand how to install windows on it?

All of these questions could've been avoided if you simply asked me what my experience was - first.

And no, it's not because I don't know how to install Windows. I have Windows running on my MacBook Pro.

Sikh said,
Did you happen to get a bad iMac? Is your MacBook pro giving you the same nightmare. Etc?

Well, I obviously got a bad iMac and sought to get it fixed (it was barely 3 months old) and was told that the problems resulted from environmental issues and wasn't because the iMac itself was defected. Apple wouldn't listen to reason (i.e., my sister has an iMac in the same location and it's perfectly fine). They simply sent me on my way w/ a defected $1200 machine. Is my MacBook Pro giving me problems? Not yet. But it worries me that if it would start, would I be S.O.L.? That's not the feeling I want when I invest a lot of money into a product.

By comparison, never had these problems with PC manufacturers. Other people have, but this is not about other people. It's about me and my experience.

Sikh said,

Is it because you don't understand how to install windows on it?


why would anyone buy outdated hardware at inflated prices then pay for a copy of windows to install on it.
that is just dumn when you can buy better harware cheaper with windows already instaled.

Social Responsibility? Workplace Environment? Seriously you have got to be JOKING!!!! Apple - As a company - you make me sick. I can't wait for the day that they come tumbling down.

Ranked in last place, even beneath the tobacco industry, is the government.
That is brilliant. That said, I guess the tobacco industry is at least open and direct about the fact that they're screwing with your life.

Intrinsica said,
That is brilliant. That said, I guess the tobacco industry is at least open and direct about the fact that they're screwing with your life.

Lol...and the tobacco industry provides you with pleasure for your money. Government only screws you over, with no lube.

I don't care what anyone else says - Apple is becoming the next Microsoft. They're slowly taking over the world. Google will always have search and cloud dominance, but Apple consistently releases devices people _want_. Jobs would be pleased.

bjoswald said,
I don't care what anyone else says - Apple is becoming the next Microsoft. They're slowly taking over the world. Google will always have search and cloud dominance, but Apple consistently releases devices people _want_. Jobs would be pleased.

Consistently?

I can only think of 1 or 2 or 3 depeending how you look at it (iPod/iPhone/iPad), and the second two are largely a development of the first.

You cannot take over the world with such a limited product range. In comparison to the diversity of Microsoft and Google they don't even compare.

Whilst their Market Cap may be ballooning, its only a matter of time before it bursts like every other tech company that even ballooned.

lt8480 said,

You cannot take over the world with such a limited product range. In comparison to the diversity of Microsoft and Google they don't even compare.

I agree, but you know what Apple is going to do next... "Here's the iPhone 5, it does everything! It runs games, movie editors, spreadsheet software, etc...". They will (attempt to) convince people it can actually be a useful device. Anything under a 12" screen is good for nothing other then using funny finger gestures and "cool" looking transitions.

I personally think they should do a study of average human I.Q. versus Apple product ownership, the results will probably surprise everyone... Ok, well maybe they won't be so surprising.

Long live Microsoft/HP/Samsung/Intel/AMD/ARM/TI/EVERYONE ELSE BUT APPLE.

In other words, Apple hasn't locked anyone out in a while.

It's been a while since the switch to Intel locked out old hardware owners, and it's been a while since iPhone 3G owners were left behind. They've had a solid year or two of nobody being left behind. Does wonders for customer satisfaction when you aren't requiring a fresh investment from your customer base.

Joshie said,
In other words, Apple hasn't locked anyone out in a while.

It's been a while since the switch to Intel locked out old hardware owners, and it's been a while since iPhone 3G owners were left behind. They've had a solid year or two of nobody being left behind. Does wonders for customer satisfaction when you aren't requiring a fresh investment from your customer base.

How can you bring up the iPhone 3G. That phone got official updates for 2 years after its release. How many other phones are there that can make that claim?

So it is basically a study based on arbitrary and simplistic metrics that lack understanding.

Using this type of system, Hitler could rank as the leading humanitarian of all time as well.


Let's use some base metrics to demonstrate...

Hitler improved technology that benefits the world, he ended the suffering of millions of people, and he inspired several countries to exceed beyond what was thought possible in production and resourcefulness.

Weird how simple metrics miss the point that Hitler created technology to kill people, created the suffering of the people he had killed, and inflicted war and death on countries that made them become resourceful to fight back.

This study and my example is where information or knowledge is aggregated without understanding.

Apple intentionally uses techniques in marketing that other companies avoid because it crosses the line of psychogenic manipulation and removal of free will.

Apple is the Derren Brown of the technology world, it is far easier to make people think they want/need your product than to provide a product people want/need.
(Search YouTube for the Derren Brown clip with Simon Peg, it is an exaggerated and different technique, but essentially what Apple does to people on purpose that a lot of other companies will not use on consumers.)

Apple has done a few great things in technology, but as a whole for the industry and for consumers, they have retarded progress and dampened innovation far more than they contributed.

Just take the software patent & copyright laws that Apple's lawsuits created - reference Apple vs Franklin or Apple vs Microsoft to find that the precedent of software patent and copyright are all based on Apple litigation and even use verbiage coined by Apple to stifle competition and innovation.

Consumer demand of Apple products has hit an all time high, and is starting to drop, which is a good thing for consumers, but Apple won't let go easily and will keep the lawsuits going until they decimate the entire industry along with themselves.

Google, a disruptive information broker, also shows a lack of understanding when it is rated as one of the most 'reputable' companies. Even the headlines of Google admitting to allowing employee access to people's information that has resulted in harassment and assisted perverts and pedophiles would be enough to make most people question their 'reputation', let alone the trend and specific data they sell to groups that is knowingly used against people.

-And no, other not all companies conduct business like Google does, there is no reason user data should be human readable to Google or their employees. They also should not use or sell information with specific details.

Quick example:

• If you use Hotmail and Office Online and store pictures and documents on SkyDrive, the only 'human' that can access them is you with your linked GUID that is generated from your LiveID, Microsoft and its employees cannot open your documents or pictures, as they would need about 2 billion years and a supercomputer to break the encryption.

• If you use Gmail and GDocs and store pictures and documents on Google servers, any Google employee can query your information and directly read your email and your documents and look at your pictures. (Which is why people with malicious intent keep getting fired from Google when it is brought to public attention.)

So if this study is the metric definition of reputable, I'll pass...

thenetavenger said,
...

Wow. That's a whole lot of effort you put into that post, and you Godwinned it in the second paragraph.

So I'll make my response a whole lot simpler:

u mad bro?

Thanks for proving Godwin's Law.


Consumer demand of Apple products has hit an all time high, and is starting to drop, which is a good thing for consumers, but Apple won't let go easily and will keep the lawsuits going until they decimate the entire industry along with themselves.

What do you mean it is starting to drop? Do you not read the news? Do you not see Apple selling more and more iPhones and iPads?

I understand your soft spot for Microsoft, but Jesus, there's no need in making up facts.

Struggle to believe this really. Apple's penetration really isn't the high really. And I think most people see them as overpriced, a little bit off centre, and not quite what they want. Sure there are the vocal and ever growing minority, but to see them above companies like Disney or 3M is just weird.

kcbworth said,
Apple's penetration really isn't the high really.

They do have products other than the Mac line, by the way. Didn't think it was that surprising news to be honest, especially when considering the scoring categories (e.g. financial performance).

This doesn't surprise me at all really. When I had my Mac if anything went wrong the customer service was brilliant.

If you buy them at refresh time they really arn't that expensive compared to hardware of a similar spec. Granted the big problem being 3-6 months down the line the hardware -> price becomes rather dated.

Was quite surprised to see Dell so far down the list. Always had great experiences with Dell and very fast at getting repairs/warranty sorted.

painejake said,
This doesn't surprise me at all really. When I had my Mac if anything went wrong the customer service was brilliant.

I agree their Customer Service was excellent when I got free replacement headphones for faulty ones (they were still in warranty). But out of warranty or damaging something yourself you need to be prepared to pay for it... I don't know the current price but a couple of years ago it was $200 to replace a cracked iPhone screen. The fact you can buy a screen and the tools to do it yourself for a mere $5 should make no one wonder how Apple make so much money.

Northgrove said,

Why? Are you honestly surprised by the results?

No, because it's not unusual we see 'Apple is the best blabla, Apple is the most blabla' in these so called "studies".

wow. microsoft end up being 8th place
this reminds me famous quote "nothing lasts forever"

but as a microsoft fan(not a fanboy) i like where they ar right now coz now they have to innovate(that's what they ar doing with W8 ,WP7 and their cloud services)

Shane Ekanayake said,
Wow, I observe that Microsoft ended up in eighth place. This reminds me of a famous quote, "Nothing lasts forever."

However, as a fan of Microsoft, I like where they are right now because they are being forced to innovate with Windows 8, Windows Phone 7, and their various cloud services.

I agree, for the last ten years or so, Microsoft has simply been churning out the same old thing with a new label. We'll see where this is headed over the next few years.

Why? Apple products are more expensive and have less features than their competition, plus they just sound stupid why would i buy electronic from an apple when I can buy from Samsung or another better company?

Daniel_Pooh said,
Why? Apple products are more expensive and have less features than their competition, plus they just sound stupid why would i buy electronic from an apple when I can buy from Samsung or another better company?

Because marketing and media can distort reality...

Daniel_Pooh said,
Why? Apple products are more expensive and have less features than their competition, plus they just sound stupid why would i buy electronic from an apple when I can buy from Samsung or another better company?

I know alot of people with apple computers and they love them. They are not tech people, they just want something that simple and works.

samsung and other asian brands simple churn out models after models with complicated model numbers which can confuse the custormer. often, many important items are missing. hardly reputable.

Daniel_Pooh said,
Why? Apple products are more expensive and have less features than their competition, plus they just sound stupid why would i buy electronic from an apple when I can buy from Samsung or another better company?

Daniel_Pooh said,
Why? Apple products are more expensive and have less features than their competition, plus they just sound stupid why would i buy electronic from an apple when I can buy from Samsung or another better company?

Simple.
Because of the:
. User Interface
. Design of product.
. Ease of use.
. Hardware (Aluminum, Glass etc…) instead of plastic.
. Great customer service.
. Software
. Ecosystem

Others can't deliver this list. Until then they will stay with Apple.
There are also people who don't care and just buy the cheapest product.

Daniel_Pooh said,
Why? Apple products are more expensive and have less features than their competition, plus they just sound stupid why would i buy electronic from an apple when I can buy from Samsung or another better company?

Easy there Pooh Bear.... you'll get an iPhone someday.

(Note: I'm just being as stupid as the original post, I don't really think everyone aspires to own an iPhone )

Daniel_Pooh said,
Why? Apple products are more expensive and have less features than their competition, plus they just sound stupid why would i buy electronic from an apple when I can buy from Samsung or another better company?

Most people are disagreeing with you. Their products supposedly being "more expensive and [having] less features than their competition" hasn't stopped them from being the second largest publicly traded company (with Exxon Mobil being #1). Also hasn't stopped them from practically owning the tablet market so far, and digital media market.

MattWeihl said,

Most people are disagreeing with you. Their products supposedly being "more expensive and [having] less features than their competition" hasn't stopped them from being the second largest publicly traded company (with Exxon Mobil being #1). Also hasn't stopped them from practically owning the tablet market so far, and digital media market.

And Apple own the MP3 player market easily too.

zoonyx said,

Easy there Pooh Bear.... you'll get an iPhone someday.

(Note: I'm just being as stupid as the original post, I don't really think everyone aspires to own an iPhone )

Heh I got the Samsung Galaxy S2 I would never purchase any apple product or take it for free even. So it comes down to people just being stupid and uninformed? There too lazy or don't care enough to get familiar with the other options available so they go with the iWhatever maybe they dont like to think for themselves damn sheep there halting the evolution of our race.

Damian said,

Simple.
Because of the:
. User Interface
. Design of product.
. Ease of use.
. Hardware (Aluminum, Glass etc…) instead of plastic.
. Great customer service.
. Software
. Ecosystem

Others can't deliver this list. Until then they will stay with Apple.
There are also people who don't care and just buy the cheapest product.

they can until Apple takes them to court for infringing their "look" and style.

Daniel_Pooh said,

Heh I got the Samsung Galaxy S2 I would never purchase any apple product or take it for free even. So it comes down to people just being stupid and uninformed? There too lazy or don't care enough to get familiar with the other options available so they go with the iWhatever maybe they dont like to think for themselves damn sheep there halting the evolution of our race.


And my stepdad has a Galaxy S2, I would never even consider replacing my iPhone with that device and it's over saturated screen and lackluster battery life, and that's leaving android out of it (iOS just works a whole lot better for me).

Have you considered that maybe people have different preferences? Some might value how open the Android Market is while some might prefer Apples controlled environment. Some might enjoy being able to customize their device to no end while some might think it's more important to have a mail client that only need a login to work with any of the major mail providers right out of the box. I could go on but you should get the point.

Daniel_Pooh said,

Heh I got the Samsung Galaxy S2 I would never purchase any apple product or take it for free even. So it comes down to people just being stupid and uninformed? There too lazy or don't care enough to get familiar with the other options available so they go with the iWhatever maybe they dont like to think for themselves damn sheep there halting the evolution of our race.


It's people that talk like this that make me embarrassed to call myself a "PC". Feels like we're gossiping in 8th grade. What a cynical viewpoint. Good for Apple. Let's hope reputability continues to go up throughout the industry.

Daniel_Pooh said,

Heh I got the Samsung Galaxy S2 I would never purchase any apple product or take it for free even. So it comes down to people just being stupid and uninformed? There too lazy or don't care enough to get familiar with the other options available so they go with the iWhatever maybe they dont like to think for themselves damn sheep there halting the evolution of our race.

I think you have some insecurity issues...

Daniel_Pooh said,
Why? Apple products are more expensive and have less features than their competition, plus they just sound stupid why would i buy electronic from an apple when I can buy from Samsung or another better company?
10 likes on this post? Really?