Samsung's Brand 'Buzz' Rebounds After Huge US Court Defeat to Apple
Samsung's brand perception has been roughly neck and neck with Apple for some time. However, it took a big hit after August 24, when Apple resoundly beat Samsung in their epic US court battle over various patents, where Apple had accused Samsung of copying unique features of its iPhone, instead of innovating.
YouGov routinely monitors the perceptual 'buzz' around company brands and for these two, they measured it in the following way, "Apple and Samsung were measured with YouGov BrandIndex's Buzz score, which asks consumers: "If you've heard anything about the brand in the last two weeks, through advertising, news or by word of mouth, was it positive or negative?" Results were filtered for all consumers, adults who consider themselves early technology adopters, and all adults 18 to 34."
Directly after Apple's win, Samsung's image took a big hit, falling to about half of its previous levels, while Apple's rose modestly. However, among the 18 to 34 demographic, it has now fully rebounded to previous levels and even a little more. For early adopters, it has recovered more than half of its initial drop and appears poised for a full recovery.
The full detailed stats and graphs of this report are available at the link below.
However, that changed once the verdict was announced on Friday, August 24. Samsung's Buzz score was cut in half from 26 on that day to 12 by August 31, while Apple rose modestly from 33 to 38 in the same period, making a 26 point difference between the two brands at the end of the month. For early tech adopters, the gap between the two brands at month's end was even wider –39 points.
Posted by | Tue, Sep 11, 2012 - 02:25 PM